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Death by a thousand clunks

When you cold call your window of opportunity to engage a stranger is only a few seconds before you hear the death knell… clunk! Similarly, when spamming strangers your email will be directed to the spam filter or dealt with swiftly by the delete button. We’re just too busy and focused on our own stuff […]
SmartCompany
SmartCompany

When you cold call your window of opportunity to engage a stranger is only a few seconds before you hear the death knell… clunk!

Similarly, when spamming strangers your email will be directed to the spam filter or dealt with swiftly by the delete button. We’re just too busy and focused on our own stuff to engage a self-focused outsider over email or phone. 

Cold calling is a technique that worked in the dark ages well before the internet. Our world has changed. So too has our willingness to tolerate ignorance. This also applies to companies that outsource this function to harass unsuspecting parents as they struggle to put their little ones to bed of an evening. Shame on you telemarketers!

What’s attractive about cold calling? Just about anyone can do it. All you need is a phone line and call list and you’re off! You can reach large volumes of prospects in a short period of time for minimal cost. Sounds easy, doesn’t it? Take the easy road at your own peril.

Cold calling promotes you from a place of need, rather than coming from expertise, value and contribution. It also denotes you don’t respect other people’s time and their right to privacy. Can you image a doctor cold calling a database and opening with the line, “Hi, its Dr Tickle here, I was wondering if you had a runny nose?” Not only would she deteriorate her credibility but limit her valuable time to focus on helping genuine patients with real ailments.

If cold calling or spamming is your mandate for today, I urge you to reconsider. Ask yourself honestly when was the last time “you” were remotely influenced to make a purchase from a cold caller or spammer? So why would your customers be any different?

We naturally “sell to” and “buy from” people we like or share a likeness with. You wouldn’t call a database to find new personal friends. Instead you would tap into your network and make an effort to frequent places like-minded people dwell. You would leverage relevant social networks. You would also be interested in learning about who they really are. And you would never try to sell them something until they knew you well enough to trust you.

For more Selling Strategies advice, click here.

Trent Leyshan is the founder and CEO of sales training company BOOM! As a sales expert and facilitator, he partners with some of the world’s most dynamic and demanding sales driven companies. Trent is also the founder of salesprocess.com.au and the author of THE NAKED SALESMAN: How to walk the talk and sell your way to success!