Cold Calls Jolt Business

With FEARLESS! Reality

Love it or hate it, there is nothing like a bunch of cold sales calls to snap a ho-hum corporate or entrepreneurial business attitude into a realm of FEARLESS! reality. (Sorry, had to sneak in the link to my big project!)

It’s the place where the proverbial rubber meets the road, but typically gets dismissed as trivial, or “jittery” or time-wasting (“Other people are paid to do that!”). It’s oh so easy to wave it away with comments like: “I already did that stuff” or “I’m way past that” or “who needs it?”… or some other lame excuse.

But truth is that –something like a cold shower– it’s a great wake-up experience, a terrific way to recharge batteries, and it will definitely flash you back to what’s really important in business: HOW you communicate with a prospect to turn her or him into a grateful and loyal customer.

This does not happen with marketing automation.

It does not happen via email.

It does not happen on Twitter or LinkedIn or Facebook.

It doesn’t happen with clever advertising or cataclysmic branding lines.

Those may all be contributing factors that lead up to a purchase decision, but –in the end– it happens in the flesh, in person or on the phone, or through a referral from someone who’s been sold in person or on the phone. It often occurs when an online-generated order is easily and pleasantly placed — or bungled. A prospect becomes a customer when perceived value of your product or service rises to the surface.

If your marketing program is not delivering the sales you believe are possible, lead your support team to the sidewalk and make cold calls. Have them all make cold calls. Be reminded of the importance of listening 80% of the time, of addressing energy to the prospect’s concerns, issues, questions, observations, not yours. If your team needs some refresher points or sales training first, do it. Or bite the bullet and recruit some outside help. A fun/challenge attitude helps!

Then talk about the process, about what happened with each encounter, about the time and effort involved, and start to adjust your sales program and approach to reflect what you and your team learn from the experience . . . 2-3 days of pounding the pavement will be well spent, even as it may seem wasteful.

The best time to put this exercise to work is when things aren’t working the way you think they should. Can you and your team spare the time? The next question is the answer: Can you spare the lost or inadequate sales? Remember when you strip away all the decorations, the reason for being in business is to engage and nurture and please your customers. And even when this consciousness is present, there’s a tendency to overlook street smarts learning.

Cold sales call selling is like an electric jolt reminder. And if you stay open-minded and pay hard attention to what you and others learn from the process, your business will grow.

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hal@businessworks.US

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