I’m fortunate to be a New York Times best-selling sales author of multiple books and the recipient of accolades such as Fast Company’s Top 30 Most Influential People, and Reader’s Choice for Best Business Book of the Year from 800-CEO-READ.
I don’t tell you this in order to brag – I tell you to confirm that I’m an “insider” in the sales training world, and know most, if not all, of the top sales authors in the space.
HOWEVER: There is a very dirty little secret in the sales training industry that none of them will ever tell you in a million years. They didn’t tell me either – I figured it out myself.
You see, in private conversation, the highest-earning sales authors – the ones making the most money speaking and doing corporate training – will admit that cold calling is an utterly absurd waste of time in today’s economy.
You most likely already know why. Even fifteen years ago it was an uphill battle, and today, with the most lucrative prospects shielded by technology to filter out calls and visits, it absolutely has the lowest success rate of any lead-generation activity.
The top sales minds in the world know this, would never have cold calling in their own businesses, but what do they teach when they get hired to speak or do corporate training for high fees?
“Make more cold calls!”
“Increase Your Activity!”
“Every ‘no’ brings you closer to a ‘yes’!”
And on and on it goes, ad nauseum, ad infinitum, ad mortem….
The reason is simple: They don’t teach what sales professionals actually need. They teach whatever the big companies want them to teach, and that’s usually the myth of cold calling and “doing more activity.”
As I learned in third grade math, 0 x anything = 0. If you’re getting no success making 10 cold calls a day, 100 will just waste 10x more of your time, and the result is still zero.
BUT IT GETS WORSE:
Many sales authors and trainers teach cold calling for another, and very sinister, reason: They know that by telling salespeople to cold call, they will keep them in failure, forcing the company to keep hiring them back for more help.
Of course, the message is always the same, and these sales trainers defend their antiquated advice and total lack of new ideas by accusing the sales force of “not doing enough activity.”
Don’t fall for the trap. If you’re a Sales Director or VP, by the fact that you’re on LinkedIn at this very moment, then you’re fully aware that there are literally dozens of better ways to quickly build a clientele than cold calling.
And if you’re a sales professional who has to endlessly listen to the “make more calls” sales puke, you and I can keep a secret: Use modern intelligent activities to generate leads, but let the dinosaur of a sales manager believe you got them from cold calling – and then everyone will be happy!
And just what are those dozens of modern, effective, lead-generation methods that will flood you with hot leads and sales like a fire hose?
They’re all in the Never Cold Call Again System, and if you’re not using it, you’re being left behind.
Until next time, your friend,
PS: Here’s the link to the original article I wrote for LinkedIn.
New York Times best-selling author Frank Rumbauskas is the author of the Never Cold Call Again® System 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 PDF preview of his Never Cold Call Again lead-generation system, visit NeverColdCall.com