I read a great article by marketing copywriter Bob Bly about cold calling.
Specifically, one of his readers wrote in, asking for advice on how to go about cold calling for new copywriting clients. (If you're not familiar with the marketing world, copywriters write the actual "copy", or content, of marketing collateral and websites.)
Thankfully, Bob used his reply to talk the person out of cold calling for five specific reasons that he mentions in the blog post. But there was one in particular that caught my attention, because it's a hidden trap that the "cold calling works" crowd is clearly unaware of:
"When you quote your fee, the client whom you find through cold calling will almost always try to beat you down. Why? Because they know you need the work. Otherwise, why would you have cold called them? Cold calling destroys your leverage."
I couldn't have said it better myself!
If I've said it once, I've said it a thousand times: Cold calling makes you look desperate.
Cold calling an intelligent prospect (the only kind we want as customers in the first place) triggers all kinds of doubts in that person's mind:
- "Why is this person cold calling instead of working referrals? He must be giving his customers horrible service!"
- "What's wrong with the company that they have to force their reps to cold call? Can't they afford a marketing budget? They'll probably be out of business soon so I'm not buying from them."
And of course:
- "Cold calling? This person clearly needs the sale - probably desperately - so I'm going to beat her down on price and then be a jerk of a problem customer and demand everything under the sun - and get it!"
The Mythical Cold Calling Doctor
One of my favorite analogies is trying to imagine a respected doctor cold calling people to come in for a checkup.
Imagine getting this call: "Hi, this is Dr. Smith. My office is in your area and I wanted to find out when you can come in for a checkup, to determine if any medical treatments are needed. Would Monday at 10:00 am or Wednesday at 3:00 pm work best for you?"
Absurd, right? But...
That is exactly what people think of you when you cold call!
How to Generate Huge Sales - Fast
If you want to succeed in sales, and become a top-performing salesperson almost immediately, there is one simple step you must take to make that happen:
Stop selling, and start creating circumstances where people buy. Kick cold calling out of your life, and learn the vast variety of sales tools available in the 21st Century. Learn how to market yourself, especially online, and how to power network on LinkedIn.
Do that, and watch your sales numbers explode and your stress disappear!
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.
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