| I am thrilled to have Dan Cole back as a guest poster. Dan is easily one of the best sales trainers in the events business. His manner, style and his effectiveness enabled CES to reach the revenue height of which most of us can only dream. Dan and I both feel that Cold Calling makes all the difference in a company’s success, so to expand upon that, here’s Dan!
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After almost 25 years, of selling, I can count on one hand the number of people that say: “You Know What Dan? I just love cold calling.” Unbelievably, one of them works on my staff right now here at Hargrove. I’ve admired her for years and that’s one of the reasons. Lacey will bust right through that wall, and she’ll do it with a smile on her face and the person on the other end of the line will be happy she did.
Sadly, she’s the exception. She loves to cold call.
So, before going any further, I’ll make this admission too: Lacey’s got one over on me. I hate cold calling. Hate it!
In my experience, however, the companies on decline, especially in the events space, are the ones which refuse to adopt a policy of going after new markets and new companies, or if they do, they don’t set up compensation systems that incentivize their sales staff to make the dreaded cold calls.
Almost as bad are the companies who don’t adhere to the guidelines and compensation schemes they’ve set up because their staff just won’t do it.
My way, as a senior manager in a number of companies, is to continue to set an example as a cold caller. In the late 80’s and early 90’s, I spent years walking up and down the cobblestone streets of Old Town Alexandria Virginia, photocopiers on hospital carts in tow, cold calling every business I could. And that’s the only way I was able to eventually make sales. You can’t hit what you don’t swing at, and I took a ton of swings.
You’ve probably heard your staff say “We need more leads, leads leads!” Well, who doesn’t? But I’d ask you this one question: Did you decide to get into this business only to serve leads to your sales staff on a silver platter?” If you did, you’re in the wrong business and I have no idea why you are paying massive salaries to sales staff who have become order takers. The bottom line is this: In sales, prospecting or cold calling is a fact of life. It’s a way of life. In this industry, it’s damn well imperative.
Because if you don’t cold call, you, your sales staff and your company will perish.
“If you aim at nothing, you’ll hit it every time.”—Zig Ziglar.
Too many of us carry the subconscious fear of pestering, or interrupting or upsetting those that we call upon for the first time—whether in person or on the phone. My response to you: Get over it! F.E.A.R = False Evidence Appearing Real. If your staff are not willing to make those calls, and face their fears, or subordinate their laziness, or forgo their addiction to procrastination, then someone else will make that call. Someone else is going to reach that prospect. Someone else is willing to wear that cape. Someone else is going to triumph. Some one else is going to make that sale instead of you. And why? Because your staff refused to make those calls.
I learned quite some time ago that any success always started with me. Whether I was picking up that 800 lb. phone or extending my hand in person, that it was the part of the business that had to start with me. My company depended upon me, my co-workers depended on me, and most of all, I depended upon me. So to this day, I just put it all aside and simply jump right in. I ask the same of those that I lead as well. Jump in, make that call.
Each new call, each and every conversation is an opportunity to perfect your pitch. Vince Lombardi was right when he proclaimed: “Practice does not perfect. Perfect Practice makes perfect.” Every time you make a cold call, you are not only endeavoring to begin the sales process, but you are being given an invaluable opportunity to perfect your craft.
Cold calling is not the enemy. What’s between your two ears can be the enemy.
So, we’re going to keep surviving those cold calls, and the only things that are going to perish are negative thoughts that aren’t real anyway. You do the same, and let’s succeed together.
The alternative could mean another kind of cold calling- looking for a new job….. |
One Response
Cold calls aren't nearly as anxiety-inducing when you have a strong opening. Most salespeople don't. Have a good reason you're calling, other than the fact that you have something to sell.