A very common complaint I hear is that of sales trainers who come in to companies and speak at very high fees, only to spew forth the usual "cold call more" and "activity planning" rhetoric. Instead of teaching salespeople what they can do instead of cold calling, most professional sales trainers actually promote cold calling and hold it up as the solution to all of life's problems. There are three main reasons for this:
1. Most companies will only hire trainers who parrot their own beliefs, and since most managers still believe in cold calling, their goal is to bring sales trainers in who will motivate the reps to cold call.
2. Many sales trainers offer a conditional money-back guarantee. When the company calls to demand a refund because sales have not improved, the trainer can say, "I taught your reps to increase their activity. In order to get a refund you must show me call logs that demonstrate that they did indeed make 50 calls a day each." The trainer can then avoid issuing a refund by blaming the salespeople for not doing enough cold calling.
3. I'll be brutally honest on this one: many trainers who promote cold calling do so simply because if people keep failing by cold calling, they'll keep coming back for more advice, and the training revenues can continue.
We all know the time has come for people to stop cold calling and start doing what works instead. However, most sales trainers (with several notable exceptions) continue to preach the value of cold calling. Instead of teaching alternatives, they tell people there are better ways to cold call, how to get over call reluctance, even how to "hypnotize" people to like cold calling! As I explained in point #1, much of the blame for this lies with old-school managers who continue to insist on cold calling, thereby promoting the endless cycle of failure by cold calling.