Cold Calling Is A Waste Of Time And A Sign Of Desperation
by Mr. Cold Call
That was the comment that I came across when I was searching the internet yesterday. How do you think I reacted? Do you think this made me angry? Actually, I wasn’t angry at all. In fact, I was in complete agreement with his comments. And yes, you did read this correctly!
Why am I saying this? Because the guy apparently has a bad attitude, he’s negative, unenthusiastic, and pessimistic. He does not understand the value and importance of integrating a strategic cold calling plan into your overall business development strategy.
He was also correct when he said that there are more effective ways to generate new business then through cold calling. And he’s absolutely right! The problem here is that when you remove cold calling from the big picture you really only see part of the entire picture. What do I mean? Strategic cold calling allows you the opportunity to gain access to prospects that you do not have daily contact with.
For example, let’s say you are in telecommunication sales and your target prospects are business owners. In an effort to reach out to these prospects your marketing includes business networking, direct mail and internet advertising. Do you really think that all business owners attend chamber events? Do you really think that you have the funds to send a direct mail letter to every business owner in your territory? And do you think that all business owners in your defined territory will see your ad campaign on the internet?
What are the answers to these three questions? The answers are no, no and no. The examples above demonstrate that cold calling is just one way to reach out to these “unreachable prospects.” Such a thought process brings me to my next thought. Once you begin your cold calling efforts are you perceived as being desperate?
According to this guy’s comments you will be perceived as being desperate. Do I agree with him? I do agree with him and here are few reasons why he is right:
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If you do not come across as being knowledgeable or as an expert then you will be perceived as being desperate.
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If you do not believe in consultative sales then you will come across as being desperate.
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If you know nothing about your prospect prior to picking up your phone then you will come across as being desperate.
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If you are boring, unenthusiastic and embrace a negative attitude then you will come across as being desperate.
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And finally, if you think you are desperate then you will come across as being desperate.
This final thought ties into a quote by American philosopher, essayist and poet Ralph Waldo Emerson. He once said, “We become what we think about all day long.” I wonder if this guy would have thought Walt Disney was desperate when he made cold calls to more than 300 loan officers to get a loan for Disneyland in 1955? I’d like to ask him this question, what do you think?
Copyright 2007 MR. COLD CALL SEMINARS - All rights reserved.
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Mr. Cold Call™ is a worldwide sensation and
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