I read an article today by another self-proclaimed sales coach about cold calling vs. other forms of prospecting. His bloviated opinion is that every form of marketing is a form of "spam" and therefore is even worse than cold calling, since spam annoys people.
This faulty argument is right up there with the idea that marketing and cold calling are the same. To call marketing "spam" is quite ridiculous - do you feel spammed every time you see a television commercial? Hear a radio ad? See an ad on Yahoo's homepage? I sure don't. It's all just a normal part of living in today's world. In fact, about the only things that really bother me are cold calls and telemarketing calls. THOSE are annoying. Even spam email and junk faxes don't get to me since it only takes a fraction of a second to get rid of both with click of the 'delete' key. As far as I'm concerned, those people who go filing lawsuits over junk faxes are losers who could be successful if they only did something constructive with their time.
(If you are aggravated by the usual commercials and ads, remember, decaffeinated coffee tastes just as good as the real thing. Switching may calm you down a bit.)
To argue that all marketing is spam and that we should therefore eliminate marketing along with cold calling is to argue that all business should stop! How ridiculous. By the way, in case you're wondering what he does propose to generate business, it is the old-school insurance sales routine of making a list of 100 people you know and calling them all. (Which, after all, is cold calling your friends, which I consider worse than cold calling strangers. I have an ethical dilemma with that. It's why so many Amway distributors wind up in the NFL club - "no friends left.")
In today's world, marketing - particularly permission marketing - is it. To think otherwise is to position yourself to be one of the 9 out of 10 who fail.