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Sales AboutFACE, Inc. | Ottawa, ON

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By: LA (Leslie Anne) Palamar

Wait!  If you’re one of those busy people who are strapped for time, have no idea how you’re going to get everything on your “to do list” done and hate to waste a moment....maybe I can save you a few minutes right now.

There may be no need for you to read this short article. You should just move onto another one of the fabulous blogs on this site if you can answer “yes” to any of the following questions:

  • I am not under pressure to bring in new business. 
  • I have more than enough business in my pipeline to meet my quotas and/or objectives
  • My Prospecting Plan (you have one, right?) has been effective at generating sufficient leads for me to meet budget

Hmmmm, you’re still here.  Well, maybe I can still save you from reading on.  Skim the 3 headings below – if you agree with any of the statements below, then... sorry ... you really should continue reading. 

Cold Calling doesn’t work in my industry

You may well be right.  Let’s define Cold Calling as speaking with someone who does not know you, and asking if they’d like to have a conversation with you regarding the issues, challenges and frustrations they're dealing with that you know how to fix. Make sure you can quantify the following:

  • The number of calls you made
  • What conversations took place
  • How many disqualified prospects did you uncover? (yahoo – a “no” is just fine, thank you very much)
  • Did you set any appointments?
  • Are you satisfied with the criteria you set for the list you’re working from

If you are using the above metrics and the numbers just don’t add up, then move on.  On the other hand, if you were expecting to make 5 calls and book an appointment right away, you will need to adjust your expectations.  (Oh, and if you’re not tracking this information, how do you know that Cold Calling isn’t working?)

I am too busy to do Cold Calls

Again, you’re probably right.  There is never enough time in a day to get everything done.  Those who are committed to adding the Cold Call strategy to their Prospecting Plan treat it as they would treat an appointment with a client. They schedule the time on a regular basis (Could be daily?  Could be weekly?) and they honour that commitment. If you’re not prepared to do this, then Cold Calling will not happen and you will find that other things will occupy your time. You will definitely be busy....doing....other stuff....

Cold Calling is an out-of-date approach

Trying to sell on a Cold Call is out dated. Actually, was it ever effective?  I doubt it.  But reaching out to speak with people, whether by phone or via walk in, to see if they are interested in having a conversation with you about your product or service, is never, ever out-of-date.  Handled with professionalism, grace and from a position of equal business stature, you may find this strategy to be a critical part of an effective Prospecting Plan.

Okay, off you go.  I know you’re busy! 


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