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Putting a Lid on Cold Calling
Guest articles > Putting a Lid on Cold Calling
by: Drew Stevens
I was out with a recent customer Ken the other day having lunch when my cell phone rung indicating a voice mail from my office. Once I completed my meeting I checked voice mail only to discover a message from the most lethargic obnoxious cold caller received.
When I have time I view many of the Linkedin groups and blogs to listen what the world is saying on sales and sales management issues. After 29 years in this business, a top blogger and thought leader as well as watching continual consumer buying patterns; it still shocks me to see how many view cold calling as a valid sales instrument.
I grew up in Brooklyn New York and as a child we had a pediatrician visit our home when I was ill and a milkman that delivered a gallon of milk once or twice per week. That was then this is now. I also remember a time when sales professionals that wanted to pitch their products/services were able to do so before “No Call” lists and the Internet. That was then this is now.
Sales Managers must stop representatives from cold calling. Cold calling like black and white television is dead. Cold calling does not work, it is annoying and does not engage economic buyers.
There reason for placing a moratorium on cold calling is because:
With consumers having more power than ever with the use of the Internet, they have discretionary choices of products and services before any seller calls. The fact is decision makers today have something cold callers used to have – power. This comes from the ability to instantly discover trends and research information.
Secondly, decision makers today are highly influenced by other customers. Their decisions are based on case analysis and testimony of others. Don’t believe me then look at examples of both Facebook and Zappos whose consumer grew through word of mouth versus traditional advertising and promotions.
At this point you might be saying well if cold calling is dead then what are alternatives since sales people still need to generate leads and close business. Here are just a few:
We are in an ever changing and fast paced environment. With so many changes many fundamentals are no longer applicable. Buyers are either too busy, too tired and simply too distracted. Sales representatives and their sales managers must find better and more efficient techniques so that they can easily meet and exceed sales goals.
© 2011. Drew J Stevens PhD. All rights reserved.
Drew Stevens Ph.D. President of Stevens Consulting Group is one of those very rare sales management and business development experts with not only 28 years of true sales experience but advanced degrees in sales productivity. Not many can make such as claim. Drew works with sales managers and their direct reports to create more customer centric relationships that dramatically drive new revenues and new clients. He is the author of Split Second Selling and the founder and coordinator of the Sales Leadership Program at Saint Louis University. Contact him today at 877-391-6821.
Contributor: Drew Stevens
Published here on: 19-Jun-11
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