Cold Calling is Dead

Cold calling is dead. With a statement such as this, I expect to raise both protests from defenders of traditional propsecting methods and amens from proponents of "Sales 2.0." But let me clarify what I mean. By "cold calling," I am not talking about using the telephone intead of social media. Nor am I necessarily referring to an attempt to contact a prospect for the first time without being solicited. What I am talking about is creating a personal brand that supercedes the initial sales call, such that the prospect has at least heard of you when you try to open up the relationship. In other words, it isn't the "calling" that is dead; it is the "cold."

I believe in prospecting. You cannot call yourself a salesperson if you are not proactively seeking out new business. Being able to initiate sales relationships sets you apart from those who are simply taking orders. Salespeople who do not prospect aren't really salespeople; they are merely cashiers. And, for salespeople who just sit back and wait for business, you might want to reconsider your habits. Salespeople are paid to generate revenue; not to collect it. All that being said, I simply don't think prospects today are as easy to get in with as they once were.

Think of it from your prospect's perspective. Decision-makers today are far too busy to risk their time listening to salespeople they don't know. Sure, they are interested if you can truly help improve their lives and businesses, but the risk involved in answering your phone call is often just too great to waste their time giving you a chance. There is no script they haven't heard before, no tactic that hasn't been tried on them. If they don't know you, they don't have time for you. It's a simple as that.

So, what's a salesperson to do? Make yourself known! Write a blog and promote it like it's your religion! Follow your prospects on Twitter ("Retweet" and "Reply" are powerful gateways to a prospect's heart)! Make a name for yourself. When a prospect thinks of a salesperson in such and such industry, you want them to think of you. I'm not saying to wait for them to call you; I'm saying to give them a reason to answer your call. Brand yourself such that, when the prospect receives a "cold call" from you, it actually isn't so "cold." She will be willing to listen because she has already seen the commercial; she is familiar with you. You're not just another John Smith from ABC Company: you have a name.

How cold are your "cold calls?" You might want to consider warming them up a little. There are too many other salespeople calling on your prospect and your prospect doesn't have time for any of you. What are you doing to set yourself apart before you even pick up the phone? Prospecting starts way before prospecting. It starts with your personal marketing. What kind of name are you making for yourself in your prospect's industry? Are you memorable? Are you engaged? Are you influential? Don't stop making calls! But try being the name that the voice on the other end actually recognizes. It's a surefire way to get you in.