During a break in our Cleveland seminar, an owner told me I should change the name of our seminar from Cold Calling for Cowards® to “How to Make Warm Calls”. He stresses to his salespeople to think of their calls as being warm calls and not cold calls to make the process more fun.
Couple of things.
First, the title of the seminar has brought in over 150,000 attendees. Why? The title is emotional. People identify with the feeling.
Second, cold calling isn’t fun. It works. But it isn’t fun. Cold calling sucks and changing the name isn’t going to take the dread out of the process. Just like the rose, cold calling is still cold calling by any other name.
The truth about cold calling? Those who actually do it know what I’m talking about.
Posted in Cold Calling, Sales, Small Business
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Seattle. South industrial area. Winter. Fog. Cold. Dark. Miserable.
Approaching the graffiti scarred, dilapidated building in the rough and tumble, mud and gravel district of our Emerald City doing my cold calls, I didn’t fail to notice the chain linked fence topped by razor wire. I would have noticed the deadly wire anyway without the barking German shepherds scaling the fence to draw it to my attention.
Approaching the mangled, war-torn door that must have been brought over from a 15th century Highlands castle that suffered a stinging defeat by the Huns – strong enough to stop the bowman’s strongest arrow then, thick enough to withstand an RPG now – I (luckily) saw the bright red sign posted (conveniently) at my eye level.
SOLICITORS WILL BE SHOT.
SURVIVOR’S WILL BE SHOT AGAIN.
Forgetting to Kevlar up before leaving the house that day, I crudely channeled Shakespeare:
Neither a solicitor
nor a survivor
will I be.
For with my feet
I’ll beat a retreat
to fight another day.
Are you packing?: It pays to read. And trust your gut. Choose your battles wisely. You’ll face them every day.
How many times have you mumbled that under your breath as you drove away from the prospect’s office for the last time? You spent weeks – maybe months – doing your leg work, making your presentations, preparing proposals, answering countless questions and objections, only to be told, “Thanks for your help, but I think we’ll be able to do this ourselves cheaper.”
CBS Sunday Morning featured a world renown French baker. As they filmed one of his creations using his soft hands to work the two eggs into the dough, the baker was softly talking to himself, not the camera. With a small laugh, he quietly commented, “40 years of experience in making three minutes of dough.”
Secret recipe: Your job in sales is to be the master baker. Prove to the prospect that having the eggs and dough does not a baker make. It’s the experience.