It's Time To Bury Cold Calling

Sometimes it's hard to let go. We've all been there... not wanting to say goodbye to something that we've outgrown, not letting go of someone who wasn't good for us.

It's like having to put a beloved pet to sleep. It was the best thing, the most humane way, but it's just never easy.

There are many things in life that become outmoded--hair styles and fashion are a good example. Perhaps you've saved all those leisure suits or bell bottoms. Just as these look crazy on us at a certain point, there are things we do that can become outdated.

I'm about to reveal to you 1 of 2 things that I absolutely believe you should NOT be doing in persuasion. These things are NOT part of persuasion and will hinder your results when you carry them out (hint: the 2nd of the two is in the last sentence of this post)...

Cold calling.

I had a student ask me in a seminar recently how the process of criteria elicitation applies to cold calling. The hard, cold truth is: you cannot apply this to cold calling as a general rule.

Cold calling is not selling. It's marketing. Learn how to market, spend money on marketing and actually market your product or service. Forget about cold calling as a sales technique.

If you're in a business in which you must cold call, supplement it with real marketing.

There are a few business that have to cold call. I understand that. Realtors farm areas all the time. It works in this profession and more likely still, they don't cold call, but they cold visit getting the face to face element to work in their favor.

And some stockers cold call prospect. Compliance hurts some businesses and cold calling is the only means to new business.

Maybe you don't have options, and cold calling is it. Well, if that's the case, just don't confuse marketing with selling.

In sales, we are simply looking for someone with their hand raised. Cold calling is nothing more than getting someone to raise their hand. When they raise their hand you switch hats and move from marketing to sales. Now criteria becomes an issue, whereas in the 'marketing' side it was not.

Unless you LOVE to cold call and unless your business requires it, I'd advise to stop at once. There are less painful, more productive ways to market which create steady, reliable streams of traffic.

It's time to let this one go. Sorry old pal, your time has come. As with 'features and benefits', our time together must come to an end.

Kenrick Cleveland teaches techniques to earn the business of affluent prospects using persuasion. He runs public and private seminars and offers home study courses and coaching programs in persuasion techniques.

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It's Time To Bury Cold Calling
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