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"Cold Calling Is Dead" Is A Lie! By Virden J. Thornton There is a website that trumpets this notion (myth) in ads all over the Internet. The primary argument is that cold calling is a time consuming prospecting technique that has seen its day and in our modern age, today’s technology gives sales professionals new and better approaches to finding prospects to sell. Sounds good if you’re selling a book on the subject. The argument against cold calling states that, “The effectiveness of cold calling went by the wayside as our society moved out of the Industrial Age and into the Information Age,...” It also suggests, that by using today’s technological advances, you can eliminate the dreaded cold calling systems and reduce the time your staff spends on an antiquated prospecting approach. Just a few short years ago I used to teach this drivel as well, telling participants in my workshops that cold calling was unprofessional and a waste of time. I’m aware that cold calling is not for every sales team or every product or service, but for certain industries, cold calling is the best approach to finding prospects willing and able to purchase from your staff and is an extremely effective prospecting tool for the same reason that the website states that “cold calling is dead.” Technology! Today there are dozens of devices and techniques used by gatekeepers to screen out sales representatives. Even the smallest firms employ answering machines and voice mail. To make appointments with decision-makers today in many businesses or professional organizations, requires a creative approach that will bypass the screening systems and give your sales representatives an edge in setting up meetings. Cold calling can be that creative approach for many business-to-business selling groups, if you know how to employ this proven prospecting tool effectively. First and foremost, cold calling should be used to find out who the true decision-maker is in a company and to also obtain a gatekeeper’s name. Yes, your sales staff can do this over the telephone, but the chance of being screened out, is at an all time high. By being inside the company, your sales professional can qualify the organization. Qualifying a company on the telephone is impossible today. The minute your staff starts asking qualifying questions, the roadblocks immediately go up. By setting an appointment and then making a wasted trip to a company, that, for a variety of reasons, cannot use what you have to sell, your staff may spend more time than if they had cold called to assess a business in the first place. If your staff members do nothing more on a cold call than find the name of the decision-maker, qualify the prospect, and obtain a gatekeeper’s name, they have succeeded in their cold calling activity. When cold calling, if the decision-maker is in, your representative should ask for two, no more than three minutes of the decision-maker’s time to set up an appointment for a short presentation. From my experience in setting up telemarketing centers across the country, I’ve found that setting one blind appointment on the telephone, takes a little over an hour for a seasoned telemarketer of representative. Setting one qualified appointment cold calling (depending on the industry) can take, on average, from one to three hours. However, my research also shows that appointments set in person, rather than on the telephone, have a much higher probability of being successful, due to the rapport factor that an initial meeting can generate. If you’ve been reading from the beginning of this manual, you already know my feelings about selling your products or services while cold calling (Myth 24). If the decision-maker is not available, the second objective for your staff member is to obtain the name of the gatekeeper to use when calling back for an appointment. Dropping a gatekeeper’s name is a vital tool in overcoming electronic screening devices and getting to the decision-maker. When cold calling, your representative may also be able to obtain information about competitive vendors and determine if the opportunity exists to replace them. One of the major complaints about cold calling is that it is time consuming. This is true if the technique is the only prospecting tool that your sales team uses to attract prospects. However, in combination with a drive by assessment plan, softening letters, emails, faxes and flyers, telesales calls, tip clubs, association activities and trade shows, cold calling can be a key element in attracting new business, by breaking down the barriers that today’s screening technology creates for your sales team members. The average sales representative makes less than five sales presentations weekly. With a prospecting system like the one outlined above, custom-tailored to your organization, you can include cold calling as a key element in the process and double or even triple the number of presentations each of your sales team members conduct weekly. Custom-tailoring a prospecting system for your organization with cold calling and telesales scripts and a series of unique prospecting activities is easy, if you use The $elling Edge®, Inc.’s advisory services or our telephone coaching programs for sales managers. You can check both services out at: http://.TheSellingEdge.com/personalCoaching.htm.
VIRDEN THORNTON is the founder and President of The $elling Edge®, Inc. a firm specializing in sales, customer relations, and management training and development. Clients have included Sears Optical, Eastman Kodak, IBM, Deloitte & Touché, Bank One, Jefferson Pilot, and WalHMart to name a few. Virden is the author of Prospecting: The Key To Sales Success and the best selling Building & Closing the Sale, Fifty-Minute series books and Close That Sale, a video/audio tape series published by Crisp Publications, Inc. Menlo Park, California. He has also authored a Self-Directed Learning series of sales, coaching & team development, telemarketing, and personal productivity training guides. To obtain a substantial discount on two of Virden's new manuals, 101 Sales Myths and Organizing For Sales Success, just click on either of the titles above.
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