"STOP! You can't have any more!"
Parents say that to their children all the time.
It's also what Joe said to Bill. (Bill and Joe are two very real salespeople I used to work with, but I've changed their names for privacy reasons.)
You see, Bill was a cold calling addict. I've talked about the phenomenon of cold calling addiction in previous newsletters - how people get so caught up in the belief that doing huge amounts of cold calling activity will ultimately pay off in huge amounts of sales, and how they go home each day with this feeling of accomplishment and feeling so productive.
The problem is that those huge sales numbers never come in.
I used to be a cold calling addict myself. I know, it's hard to believe, but it's true! At one point my co-workers even called me the "cold calling monster."
I'd spend day after day cold calling. When I got tired of making phone calls, or if it happened to be really nice out, I'd go from building to building, hitting every single door and making my pitch. I'd frequently go at it well past 6 pm, and go home exhausted, with a big stack of business cards to follow up on, and the feeling that I'd really done something productive that day.
Bill did the same thing. Day after day he ran himself ragged making well over 100 cold calls, and yet he drove around in the intense summer heat with no air conditioning in his car, because he didn't earn enough in commissions to get it repaired.
Meanwhile, Joe made zero cold calls. In fact he did almost no prospecting activity whatsoever. After spending enough time generating leads intelligently, he built up such a large customer base that all of his sales came by referral - and we all know that referrals are practically pre-sold by the time you meet with them.
They're the easiest sale in the world.
The problem is that you have to have either a large networking base, or a large customer base before you can expect to get any.
And if you're spending day after day cold calling, that's not going to happen. I'm sorry, but it just isn't. That's the hard truth. That's also why I titled this email, "STOP! You can't have any more!" Because breaking someone of their cold calling addiction usually takes just as much firm resolve as telling a stubborn child "no"!!!
That's why you can't be like Bill if you want to succeed. And it's why you need to...
There's no sense in continuing to cold call when it generates the lowest percentage of sales call success - even a university study dismissed it as useless in today's economy.
If you're not up to speed on modern, Information Age lead-generation methods, learn how you can stop cold calling forever and become a sales rock star by downloading a 37-page PDF preview of the Never Cold Call Again System here.
New York Times best-selling author Frank Rumbauskas is the creator 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 Most Influential People. To learn more, and to download a free 37-page PDF preview of his Never Cold Call Again lead-generation system, visit NeverColdCall.com