Cold calling is a sign of laziness. There, I said it. And I mean it!
But what do I mean?
It goes way back to when I read one of Robert Kiyosaki’s books about starting your own business. He said, “Having a job is a sign of laziness.” Of course, it must be taken in context: If you aspire to be a successful business owner or entrepreneur, he’s telling you to get off your butt, leave the safety and security of your job, and get started already.
Likewise, salespeople are all within their own contexts.
Many have no desire to improve. I’ve met people who had cushy “sales” jobs in huge corporations that were totally disorganized, and were still employed and receiving a large salary despite having had zero sales for a year or longer – in one case, I met someone who hadn’t sold anything in over two years (!) and still had a job.
Others generally wish to improve, but as you and I both know, wishing doesn’t accomplish much. These people will talk the talk but not walk the walk when it comes to working to improve their sales.
The third category are salespeople who are making a conscious effort to continually learn and improve. They run the gamut from brand-new salespeople who have no idea where to begin – but who have a burning desire to succeed and will make the effort to do so – all the way up to the very elite top sales pros who earn six figures every year, seemingly with ease.
It’s safe to assume that you’re in this third category – after all, you wouldn’t bother to read this if you weren’t.
And since you fall into this category, you have not only a desire to succeed, but a responsibility to yourself to do whatever is necessary to make that happen. Part of that is staying on the cutting edge, learning new sales and lead-generation techniques as they become available, and constantly moving forward to do the best sales job you can.
In that context, cold calling is a sign of laziness.
Cold calling is the easy answer to the eternal question, “How can I get leads?” It doesn’t require any brainpower or real thinking to make cold calls. You go door-to-door, or pick up the phone and give your pitch.
It reminds me of a summer job I had one year during high school, working for the local parks department doing hard labor like cutting down trees and hauling away the remnants, landscaping work in parks, and so on.
Physically, it was brutal, but as a thinking person, I found it to be the easiest job I’d ever had. I’d come home physically exhausted but had to do zero thinking all day long and had no work-related thoughts when I went home at night. For me, that was easy.
“Thinking is the hardest work there is, which is probably the reason why so few engage in it.” -Henry Ford
Salespeople who choose to cold call, instead of using their brains to think and to do the work of finding better methods of attracting leads and sales, are only cheating themselves. Sure, it might *seem* easy to get up and go to work every day and start making those calls, but is it? How easy is a paycheck that falls short each month? How easy is it to make call after call and deal with the endless rejection and failure of cold calling?
Not easy at all, is it?
The answer is to start thinking for yourself, and stop listening to the endless chants of “cold call more” that you’ll hear from sales managers and inexperienced & unqualified sales trainers. Cold calling really is a sign of laziness – *IF* you’re a thinking person who aspires to something above mediocrity in sales!
Frank Rumbauskas is the author of the New York Times best-seller Never Cold Call Again and has won numerous accolades, such as Readers Choice for Business Book of the Year from 800-CEO-READ, and has been named one of Fast Company’s top 30 most influential people online. To learn more, and to download a free 37-page preview of his Never Cold Call Again lead-generation system, visit http://www.nevercoldcall.com