Cold calling is a term used in sales that defines the action of a salesperson approaching an unsuspecting prospect and making an honest attempt to make some form of inroad.
Never Cold-Call Again!
This was the way sales were initiated a few years back. I t was when sales managers endorsed and played “the numbers game.” Make enough calls … make a few sales.Thanks to what appears to be a shorter day and a faster clock (we still have 24 hours but it seems like twelve) and add to this the many benefits the internet has brought to the party, cold-calling just doesn’t have the same respect it once had.I know I hate to cold call.
Hate? Perhaps a major dislike and sincere disdain are better qualifiers.Those marketing gurus who are a lot smarter than I am came up with a term that helps us come to grips with this “disdain.” They refer to “Opt-In” Marketing as a way of life that appears to permit us to communicate with prospects since they gave us permission to do so. Cool! Except for one thing. How do you get people to “opt-in” if you don’t knock on their door and ask them to do so?
This is known in my business as a “quandary.”So as not to lose you in my non-linear presentation style, allow me to clarify. To avoid any degree of cold-calling, you must first cold-call. I suggest however, you do so under the guise of give-and-take.Chances are very good that if you do not announce yourself to your world, you will remain invisible.Therefore, the ball is in your court to “get visible.”
This next thought is very deep, so stay with me. Focus. Ready? If I don’t know you are alive, I will never decide pro or con to do business with you.So, as not to draw this post out I will say that cold calling for cold calling sake is not a wise use of your time. But, in order to get a new person onboard, it is necessary to make the first move.Call it what you like, you have to get out of your comfort zone and make the initial move … cold… hot … or otherwise.