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Cold Calling R.I.P.

Sometimes it's hard to let go. We've all been there... not wanting to say goodbye to something that we've outgrown, not letting go of someone who wasn't good for us.

In some ways it's like having to put a beloved pet to sleep. We know that it's the best thing to do, but want to keep them around for our own benefit. Having to come to terms with what's best for the pet is really tough.

As we grow, learn, strive, we have to let go of ways that we functioned in the past, ways of being that no longer apply to our present selves.

In sales, and in persuasion, there are two outmoded, I might even say embarrassing, things that will hinder your progress and hamper your results.

Cold calling.

I had a student ask me in a seminar recently how the process of criteria elicitation applies to cold calling. The hard, cold truth is: you cannot apply this to cold calling as a general rule.

Cold calling is not selling. It's marketing. Learn how to market, spend money on marketing and actually market your product or service. Forget about cold calling as a sales technique.

If cold calling is a part of the business that you're involved in, supplement it with real marketing.

There are a few business that have to cold call. I understand that. Realtors farm areas all the time. It works in this profession and more likely still, they don't cold call, but they cold visit getting the face to face element to work in their favor.

Some stock brokers choose to prospect by telephone. It isn't easy, nor is it fun. But in some ways, the game is rigged. If they work for a company that has a compliance department, they may not allow them to do much else.

So in that instance, maybe all you have available to you is cold calling. Even if that's the case, don't confuse it with selling.

In sales, in persuasion, even in relationships, we are looking for someone with a raised hand. Cold calling is getting someone to raise their hand (marketing). Once their hand is raised, criteria and sales become the issue.

If you can, stop cold calling. Sell to current clients. Develop new clients from your current clients. Work with getting new clients through some systematic method of advertising that will create a steady stream of traffic.

It's time to let this one go. Sorry old pal, your time has come. As with 'features and benefits', our time together must come to an end.

Article Source: http://www.dummiesguideto.com

Kenrick Cleveland teaches techniques to earn the business of affluent clients using persuasion. He runs public and private seminars and offers home study courses and coaching programs in persuasion techniques.

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