I got this email recently: "Cold calling takes BALLS. 90% of my sales last year came from cold calling. I couldn't agree with you less."
And, sir, I couldn't agree with YOU less! Here's another example of someone who seems to think that having, as he so eloquently put it, "BALLS," is more important than making money. Entirely too many managers out there are more concerned with saying things such as, "Where's your competitive spirit? Don't you want to fight and win? Fight the good fight! Get out there in the trenches!"
Well, of course, my answer to that is that such ideas are long dead and obsolete. We're in the Information Age now, and the salespeople who make the most money are the ones who work the smartest, not necessarily the hardest. The key to success today is to forget about cold calling and to use an intelligent, organized system of self-marketing instead. I'm amazed at how all these proponents of cold calling send me these emails but cannot provide any documentation of their success, and think that spending lots of time cold calling is somehow more honorable than actually making money. Another person accused me of being an order taker. Well, duh. The ultimate goal of building a self-marketing system is to generate so many good leads that you become an order taker. Mission accomplished.