I was reviewing my site's marketing data from 2004 and the #1 search term is "how to sell." With that in mind, and because so many new salespeople are looking for basics, I wanted to do a back-to-basics post for the new year:
- Cold calling is not selling and selling is not cold calling. They are two entirely different skillsets. Someone who is good at cold calling, i.e. an appointment setter, is typically horrible at closing. And of course, most good closers are terrible at cold calling.
- The #1 reason for lost sales is dealing with an unqualified prospect. Cold calling is a sure way to get lots of appointments with unqualified prospects. Most good prospects do not accept cold calls, and most people who respond to cold calls are not qualified.
- Cold calling is not only ineffective but is COUNTER-PRODUCTIVE. Cold calling annoys people. By cold calling, you are potentially angering and offending people who might have bought from you had you gotten your message across in a more respectful and intelligent manner.
- The Internet and Information Age in which we live has rendered cold calling obsolete. There are literally dozens of better ways to prospect and generate leads. Cold calling may work to some extent (maybe a 1% response rate) but it's by far the least efficient, most time-consuming, and most emotionally stressful way to generate leads.
Hopefully I got my point across. Stay tuned for more information on what you can do instead of cold calling!