Cold Calling: Direct Marketing When A Sales Rep-Whose Primary Job Is To Sell

Cold calling
 Prospecting by phone is a necessary part of new business acquisition

and growth.
 Direct marketing when a sales rep—whose primary job is to sell—
spends precious selling time sending out letters, drafting e-mails,
putting out door hangers, and completing other administrative
busywork, then he is avoiding his most important function: talking to
people. I’ve seen many a sales rep who thought they were being
productive by sending out mail. In fact, they were just busy. In many
instances, they were afraid to make the calls, so they deluded
themselves into believing that they were engaging in sales behavior,
which, in actuality, was avoidance behavior.
 Cold Calling for Chickens“ sales trainer Bob Etherington writes Fact:
In any market 85 percent of the available new business goes to the 5
percent of sales people who know the secret of successful cold calling.”
Though Etherington uses the term cold calling, like most of those who
teach the successful way to do it, the call is not that cold at all.
 Sales consultant Paul DiModica. In his book, Value Added Selling, he
says, Cold Calling is the fastest way to increase your sales pipeline,
your company’s revenue, and your personal income. It is the difference
between meeting a CFO of a Fortune 500 company and selling to
supervisors. If you were to analyze the top income sales positions in the
U.S. (stockbrokers, commercial insurance salespeople, mergers and
acquisitions salespeople) you would find that they all cold call.
 Telephone prospecting is the quickest, cheapest, and most interactive
way to make a contact and a sale.
Benefits of telephone prospecting:
 You can enter a buying process that already is in progress. Think of
a situation where you were several calls, weeks, or months into a sales
discussion with a prospect. Perhaps you were already well into the
proposal phase. Then, suddenly, you are informed another competitor
has entered the picture. What? You’ve done the tilling, planting, and
nurturing, and they come later attempting to harvest the crop! Well,
that’s fair. But you want to be that guy, and prospecting does this for
you.
 Phone calling creates immediate opportunities for you that you
never would have had previously: phone call can change all of that
by bringing someone into a sales process immediately—even when
they were not previously considering doing anything differently.
 Calling creates future opportunities: Most of the people you call will
not enter into an active sales cycle with you at that immediate moment.
Some will simply and flat out not be prospects. However, there may be
a future fit with others, even if the timing is not right today. Therefore,
with regular prospecting, you methodically fill your pipeline with
qualified prospects whom you subsequently enter into your stay-in-
touch marketing campaign, so that when the time is right, you are top-
of-mind.
 It sharpens your sales skills. Anyone can reactively take an order or
respond to a warm lead who contacts you. The more you practice
regularly, the better you become.
 It’s motivating! When you take action on anything and move toward
a goal—especially if it is just a bit scary—it is impossible to feel down
or depressed. Your mind becomes preoccupied with the task at hand,
and you inherently find ways to accomplish it.
Cold Calling Myths, Smart Calling Truths

Cold Call Myth: “It’s just a numbers game.”
Smart Calling Truth: It’s a quality game. It does not matter how many calls
you place; what’s important is the number with which you have success. A
baseball player could swing at every pitch, but only the quality attempts
have a chance of hitting the ball. Casino games are numbers games; sales
and prospecting is a quality game.
Cold Call Myth: “For every no you get, you’re that much closer to a yes.”
Smart Calling Truth: You are no closer to a yes unless you are doing the
right things to get the yes. The previous no has absolutely no bearing on
your next call. Activity solely for the sake of activity does not get you closer
to success
Cold Call Myth: “For every no you get, you’re that much closer to a yes.”
Smart Calling Truth: You are no closer to a yes unless you are doing the
right things to get the yes. The previous no has absolutely no bearing on
your next call. Activity solely for the sake of activity does not get you closer
to success unnecessarily lengthens the sales process. Your sales model might
involve a face-to-face visit, but that visit will always be more productive if
you take your call further.
Cold Call Myth: “Never give the screener any information.”
Smart Calling Truth: The screener may be a decision maker or influencer
and needs to be treated like the buyer. We will devote an entire section on
this topic
Still Think Prospecting Doesn’t Work?

That’s News to Someone Doing It
 He also suggests that callers treat executive assistants like CEOs, since
they are the decision makers’ most trusted advisors. These people have
often helped him get to and sell the C-level buyers with whom he works.
Let’s define in three steps exactly what Smart Calling is:
1. Acquiring intelligence about people, companies, and industries prior
to speaking with a decision maker.
2. Using that information within a proven prospecting and sales
process, speaking in a conversational, consultative dialogue that puts both
you and the prospect at ease.
3. Consequently helping prospects take actions (buying from you) that
they feel good about and from which they gain value.
As a result,
• You get through to more buyers, more often, since gatekeepers not
only provide you with information but also become part of the process and
your sales team.
• Buyers are more receptive initially, in the first 10 to 20 seconds of
the call—the time during which most calls fail.
• Buyers don’t view you as a typical salesperson or vendor but rather
as someone who has their best interests in mind and can provide real value
and return on investment.
• You become more comfortable with your calls and confident in what
you say—even in difficult situations.
• You will never be rejected again.

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Cold calling

 Prospecting by phone is a necessary part of new business acquisition

Cold Calling Myths, Smart Calling Truths

Still Think Prospecting Doesn’t Work?

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