Is cold calling dead? And if laws are being passed to put it to rest once and for all,
how do we generate business from now on?
Opinions on the subject vary greatly depending on the background of the individual.
For example, most of the old-timers are vigilant in preaching their belief that the
only possible way to succeed in the world of selling is to make no less than fifty
calls each and every day. On the other hand, younger salespeople tend to become
frustrated with this rather quickly and begin looking for more innovative ways to
I was just reminded of how ingrained this cold calling belief is. I spoke with a friend
who left a sales position with a major merchant processing bank only a few weeks
after starting. The reason? He was required to make a minimum of 400 cold calls
each and every week and to document his activity with business cards. He is highly
experienced and knows how to generate business without knocking on 400 doors
per week and decided to discuss the strategies that have worked for him in the past
with his managers. Their response? This is how we've done it for forty years and
we're not about to change.?
That response, in my opinion, is the reason we're seeing record business
bankruptcies today. The world and our economy have changed and are breaking
into bold, unchartered territory. But the management of most business
organizations insists on doing things the old way, even though the old way
produces less and less results as time goes on.
The concept of "Permission Marketing"? is slowly but surely gaining popularity as the
old idea of "Interruption Marketing" becomes less efficient and more wasteful. There
are several reasons why cold calling in particular has become less effective as we
move further into the Information Age. It destroys your status as a business equal. It
forces you to spend time with unqualified prospects while the qualified ones are
buying from your competition. It annoys people and is increasingly considered to be
rude and disrespectful. Moreover, it may now be illegal (and in several states it's
been illegal for quite some time). But, most importantly, it destroys sales peoples
Where is the good news in all of this? Well, the great news is that if you begin using
new, innovative, "Information Age" methods for prospecting, you'll be miles ahead
of your competitors who are wasting their time annoying people with cold calls. In
this age of the Internet and vast communication networks, why on earth would
anyone knock on doors or make cold phone calls to look for business?
Think of the power at your fingertips: there are literally dozens of ways to use the
Web and e-mail to let the idea of Permission Marketing do its magic. Allow
customers to raise their hands and let you know they're interested. Begin finding,
implementing and reaping the benefits of this bold, new Information Age we are in.
Your competitors will be the ones standing in bankruptcy court and explaining their
"do-not-call" violations to the government while you are happily taking orders.
Frank Rumbauskas is the author of Cold Calling Is A Waste Of Time: Sales Success In
The Information Age. He is the founder of FJR Advisors, LLC, which publishes
training materials that educate salespeople on how to generate business without
cold calling. For more information, please visit http://www.nevercoldcall.com