How Old Are The Actors In Stranger Things Season 1 Dialing For Dollars – Debunking the Three Myth’s of Cold-Calling

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Dialing For Dollars – Debunking the Three Myth’s of Cold-Calling

Selling in today’s economic environment does not make the professional salesperson’s job easy; this is not unusual in leaner times. Frankly, it’s likely to be a challenging (but viable) market in five years. Make no mistake, cold calling worked in the 60s, it worked in the 80s and it works today. Hot wires are great. Recommendations are even better. After all, nothing is more effective at building a sales pipeline faster than cold prospecting for new business.

Unfortunately, it seems that with the advancement of technology and the speed at which information travels from point A to point B, some people believe that cold calling is no longer effective. They feel that cold calling is only for beginners; experienced salespeople have better things to do on a busy day than pick up the phone and find new growth opportunities. I mean, that would be crazy!

So, to all the sales managers out there who continue to reinforce the financial benefits of cold calling marketing, congratulations on your commitment to greatness and building (and courageous) winning salespeople. To everyone else, shame on you. And for some “sales experts” to create an atmosphere of weak salespeople by teaching them everything but cold calling – maybe you can take a lesson from this post.

Myth #1 – Cold calling is ineffective; It does not work

Yes, to be successful at cold calling you definitely need to have respectable phone skills, but it’s not rocket science. Millions of salespeople around the world – every day – pick up the phone and call someone they want to do business with and create opportunities. Simply put, it works! The more you do it, the better you get. Some of my biggest clients – both from my previous job (management consulting) and my current job (sales training) came as a result of picking up the phone and calling a stranger. You have to commit to making phone calls. Anyone who preaches to you that prospects don’t like being interrupted or don’t have the patience for a salesperson to make a prospecting call is filling your brain with garbage! It’s fun (and safer) to work on existing clients’ business – and referrals – but until this book of business supports only those activities, pick up the phone and make calls…every day you can.

Myth 2 – Prospects are much smarter today, they see me coming

Prospective customers are certainly more ready to handle a sales call made by a salesperson. But guess what? You too! Just as your prospects have read sales books, listened to CDs, and attended seminars, so have you. But frankly, does it really matter? Selling is not a popularity contest. And we don’t realistically expect to get a meeting or a lead with every cold call; but if you call enough you will reach your goal. I’ve learned that prospects today don’t like high-pressure, rude salespeople; but not thirty years ago either. Remember that potential customers still buy products and services from sellers. If they don’t buy from you, they will definitely buy from your competitor. Obviously (as a sales trainer) I recommend participating in a sales program and maintaining high efficiency throughout the year, it’s good for the mind, heart and bottom line (going to the bank more often).

Myth 3 – You don’t need scripts

Sorry? This is part of a larger problem of call reluctance. Salespeople – who generally don’t like cold calling – need a sales process. Anyone who says they love cold calling is simply not telling you the truth. Sure, you’ll find that one in a hundred actually enjoys the activity, but overall, no one who says they love cold calling has ever done it. Reluctance to make phone calls is common for salespeople who don’t have scripts to refer to. First, doubts arise because they are not sure about the direction of the call. Second, fear and polarization come into play, resulting in a lack of action (ie they don’t call). Scripts give you a roadmap, a great reference point to work from, and a mini-gamebook to improve and rewrite. Anyone who says you shouldn’t use script (at least until it’s memorized) is selling you bad advice. I always advise my clients to read from the script as if they were a Hollywood actor; say the words – to a T if necessary – but make it sound new and like what you just thought. I’m sure you can do it.

The sum of this story is this: cold calling works.

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