A consipiracy exists in the world of selling. A cold calling conspiracy.
What I'm talking about is the requirement by most sales organizations to make cold
calls on your time and at your expense. They say that cold calls equal appointments
equal sales, but that's not true anymore. All sales managers are guilty of teaching
it, believing it, and using it. "Increase your activity and increase your income" are
the mantra. We're told to do the sales math to "motivate" ourselves. Have you
heard this one? "If you make five hundred dollars commission per sale and it takes
five appointments to get the sale and twenty calls to get an appointment, then each
cold call is worth five dollars in your pocket."
Did anyone ever really believe this?
Hey boss, put your money where your mouth is! If that were really true, companies
would pay us the five dollars per call! They don't because that equation never works
in the real world... for anyone. The simple fact is that we are only paid for
completed sales, not for attempts. Directing salespeople to make more calls and
increase activity is a weak excuse for a sales manager or trainer to justify his or her
job. Cold calling is an expensive waste of your time. The reason companies have
you cold calling is because it is a waste of your time and your money, not theirs.
You only make money when you sell something, yet over eighty percent of most
salespeople's time is spent looking for someone to sell to.
The bottom line is that we, as salespeople, cannot afford to continue fooling away
our time on low-percentage activities like cold calling. It's a way for companies to
save money at your expense. We must focus our attention on activities that get real
results in this new Information Age economy, and the effectiveness of cold calling
fell dramatically when we left the old Industrial Age and entered this bold new era.
Forget cold calling and learn how to market yourself intelligently, systematically,
and automatically. Self-marketing is the key to success in today's selling
environment and the "secret" of all those top producers who obviously don't cold
call and won't tell you what it is they're doing to make those huge numbers every
month. Remember, Napoleon Hill's great work is entitled "Think and Grow Rich,"
not "Work Harder and Stay Broke." Don't become a victim of the Cold Calling
Conspiracy - learn to market yourself successfully and join the elite club of top
producers. I did it and you can too.
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