Cold Calling: A Business Owner's Perspective

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Cold calling is the most common form of sales prospecting, but that doesn't necessarily mean it's always welcome, or even effective. Here's a presentation from a real-world small business owner, and his interpretation of receiving cold calls on a daily basis.

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  • Nine years after starting my sales training business, where I teach salespeople how to prospect without cold calling, I'm surprised that cold calling still exists. Even worse, that I'm still receiving hate mail on a daily basis from people who have a bizarre emotional connection to cold calling. People react as though I'm bad-mouthing their children.To make matters worse, sales organizations across the board are still teaching their teams to cold call.
  • Nine years after starting my sales training business, where I teach salespeople how to prospect without cold calling, I'm surprised that cold calling still exists. Even worse, that I'm still receiving hate mail on a daily basis from people who have a bizarre emotional connection to cold calling. People react as though I'm bad-mouthing their children.To make matters worse, sales organizations across the board are still teaching their teams to cold call.
  • Why? Well, I have no idea, but that's beyond the scope of this article. I'm writing this today because, having made the transition from cold calling salesperson to business owner, I can tell you that it's a very eye-opening experience, and, furthermore, that cold calling is especially ridiculous from this vantage point.For starters, cold calls never reach me. Why? Because I've set up my office and phone system so I'm never bothered by them. If a cold call comes in, and the receptionist can't easily get rid of the caller, they're transferred to a special mailbox specifically designated for cold calls. And guess what - it's never checked!And I'll let you in on another little secret: This is becoming a common practice among small business owners, executives, and other desirable prospects!That's right: If you've been cold calling, leaving endless voicemails and wondering why no one ever calls you back, you now have your answer. It's because they're never getting your messages in the first place.Is this rude? I don't think so. Rude is when you're buried under a pile of work and hectic schedule, as I frequently am, and you're interupted by a cold call. To make matters worse, 98% of salespeople, by my estimate, aren't calling because they can give you any real value. They're calling because they desperately need to make a sale, and you can give it to them!In other words, they're interrupting your busy day in order to take something from you, rather than to give you value.Are all salespeople takers? No. Absoutely not. Many, many salespeople give tremendous value, far beyond the cost of their products or services. But, they're in such high demand and so flooded with referrals that they don't have to bother with cold calling. I know that when I reached that stage of maturity as a salesperson where I began to focus on what I could give to prospects, rather than how many sales I could get, I found myself literally overwhelmed with referral business.Here's another tidbit: A few years back, the Kenan-Flagler Business School at the University of North Carolina conducted a study on cold calling, and concluded that over 80% of business executives absolutely, positively will not buy as the result of a cold call.That's interesting, because it means that 20% will. It also means that the "cold calling works" crowd is all fighting for the same 20% of the market, and deluding themselves into believing that cold calling works all because they get a sale now and then from that 20%. If only the 20% would stop responding to cold calls, it would finally go away forever. But I'm not complaining - while the cold callers are fighting amongst each other for the 20%, the rest of us who are using intelligent self-marketing and prospecting techniques are happily getting checks and signed contracts from the 80%. And building long-lasting relationships in the process. Which means lots of referral business, for a long time.And that brings me to the perception aspect of cold calling. My thoughts upon receiving a cold call, along with most others in my position, are of wondering why the salesperson must cold call and doesn't have enough referrals. Why aren't they giving better service to their customers? Take it a step further: Another thought that runs through my mind is, why isn't the company running a marketing campaign to generate leads for the sales force? Are they really that broke? Will they still be in business in one year - or five - to service my needs?But, I'm not going to argue with the "cold calling works" crowd because most won't engage in a logical discussion. They'll just call you lazy for not cold calling; meanwhile, you're laughing your way to the bank while they go out and make some more calls, hoping to hang on to a job for another month, while stopping at some point to send me an email calling me an idiot.In fairness, there are some people out their making their numbers by cold calling. However, they're severely limiting themselves by time. Cold calling is very time-consuming. If they stopped to think about how much more income they'd receive by spending that time face-to-face with qualified prospects, rather than looking for new prospects, they might change their ways.But, as Napoleon Hill said many times throughout his lifetime, 98 out of every 100 people are not willing to go the extra mile, and will be satisfied with the status quo and with whatever life hands them.Well, that's enough of my rant for now. I have to get back to work, secure in in the knowledge that I will be completely uninterrupted in my office and that not a single cold caller will be able to reach me!
  • For starters, cold calls never reach me. Why? Because I've set up my office and phone system so I'm never bothered by them. If a cold call comes in, and the receptionist can't easily get rid of the caller, they're transferred to a special mailbox specifically designated for cold calls. And guess what - it's never checked!And I'll let you in on another little secret: This is becoming a common practice among small business owners, executives, and other desirable prospects!
  • For starters, cold calls never reach me. Why? Because I've set up my office and phone system so I'm never bothered by them. If a cold call comes in, and the receptionist can't easily get rid of the caller, they're transferred to a special mailbox specifically designated for cold calls. And guess what - it's never checked!And I'll let you in on another little secret: This is becoming a common practice among small business owners, executives, and other desirable prospects!
  • Is this rude? I don't think so. Rude is when you're buried under a pile of work and hectic schedule, as I frequently am, and you're interupted by a cold call. To make matters worse, 98% of salespeople, by my estimate, aren't calling because they can give you any real value. They're calling because they desperately need to make a sale, and you can give it to them!
  • Is this rude? I don't think so. Rude is when you're buried under a pile of work and hectic schedule, as I frequently am, and you're interupted by a cold call. To make matters worse, 98% of salespeople, by my estimate, aren't calling because they can give you any real value. They're calling because they desperately need to make a sale, and you can give it to them!
  • In other words, they're interrupting your busy day in order to take something from you, rather than to give you value.
  • Are all salespeople takers? No. Absoutely not. Many, many salespeople give tremendous value, far beyond the cost of their products or services. But, they're in such high demand and so flooded with referrals that they don't have to bother with cold calling. I know that when I reached that stage of maturity as a salesperson where I began to focus on what I could give to prospects, rather than how many sales I could get, I found myself literally overwhelmed with referral business.
  • Here's another tidbit: A few years back, the Kenan-Flagler Business School at the University of North Carolina conducted a study on cold calling, and concluded that over 80% of business executives absolutely, positively will not buy as the result of a cold call.That's interesting, because it means that 20% will. It also means that the "cold calling works" crowd is all fighting for the same 20% of the market, and deluding themselves into believing that cold calling works all because they get a sale now and then from that 20%. If only the 20% would stop responding to cold calls, it would finally go away forever. But I'm not complaining - while the cold callers are fighting amongst each other for the 20%, the rest of us who are using intelligent self-marketing and prospecting techniques are happily getting checks and signed contracts from the 80%. And building long-lasting relationships in the process. Which means lots of referral business, for a long time.
  • Here's another tidbit: A few years back, the Kenan-Flagler Business School at the University of North Carolina conducted a study on cold calling, and concluded that over 80% of business executives absolutely, positively will not buy as the result of a cold call.That's interesting, because it means that 20% will. It also means that the "cold calling works" crowd is all fighting for the same 20% of the market, and deluding themselves into believing that cold calling works all because they get a sale now and then from that 20%. If only the 20% would stop responding to cold calls, it would finally go away forever. But I'm not complaining - while the cold callers are fighting amongst each other for the 20%, the rest of us who are using intelligent self-marketing and prospecting techniques are happily getting checks and signed contracts from the 80%. And building long-lasting relationships in the process. Which means lots of referral business, for a long time.
  • Here's another tidbit: A few years back, the Kenan-Flagler Business School at the University of North Carolina conducted a study on cold calling, and concluded that over 80% of business executives absolutely, positively will not buy as the result of a cold call.That's interesting, because it means that 20% will. It also means that the "cold calling works" crowd is all fighting for the same 20% of the market, and deluding themselves into believing that cold calling works all because they get a sale now and then from that 20%. If only the 20% would stop responding to cold calls, it would finally go away forever. But I'm not complaining - while the cold callers are fighting amongst each other for the 20%, the rest of us who are using intelligent self-marketing and prospecting techniques are happily getting checks and signed contracts from the 80%. And building long-lasting relationships in the process. Which means lots of referral business, for a long time.
  • And that brings me to the perception aspect of cold calling. My thoughts upon receiving a cold call, along with most others in my position, are of wondering why the salesperson must cold call and doesn't have enough referrals. Why aren't they giving better service to their customers?
  • Take it a step further: Another thought that runs through my mind is, why isn't the company running a marketing campaign to generate leads for the sales force? Are they really that broke? Will they still be in business in one year - or five - to service my needs?But, I'm not going to argue with the "cold calling works" crowd because most won't engage in a logical discussion. They'll just call you lazy for not cold calling; meanwhile, you're laughing your way to the bank while they go out and make some more calls, hoping to hang on to a job for another month, while stopping at some point to send me an email calling me an idiot.
  • Take it a step further: Another thought that runs through my mind is, why isn't the company running a marketing campaign to generate leads for the sales force? Are they really that broke? Will they still be in business in one year - or five - to service my needs?But, I'm not going to argue with the "cold calling works" crowd because most won't engage in a logical discussion. They'll just call you lazy for not cold calling; meanwhile, you're laughing your way to the bank while they go out and make some more calls, hoping to hang on to a job for another month, while stopping at some point to send me an email calling me an idiot.
  • In fairness, there are some people out their making their numbers by cold calling. However, they're severely limiting themselves by time. Cold calling is very time-consuming. If they stopped to think about how much more income they'd receive by spending that time face-to-face with qualified prospects, rather than looking for new prospects, they might change their ways.
  • But, as Napoleon Hill said many times throughout his lifetime, 98 out of every 100 people are not willing to go the extra mile, and will be satisfied with the status quo and with whatever life hands them.Well, that's enough of my rant for now. I have to get back to work, secure in in the knowledge that I will be completely uninterrupted in my office and that not a single cold caller will be able to reach me!
  • Cold Calling: A Business Owner's Perspective

    1. 1. A presentation byFrank RumbauskasNew York Times Best-Selling AuthorCold Calling:A Business OwnersPerspective
    2. 2. years after starting my sales trainingbusiness, where I teach salespeople how toprospect without cold calling, Im surprisedthat cold calling still exists.
    3. 3. Even worse, that Im stillreceiving hate mail on adaily basis from peoplewho have a bizarreemotional connection tocold calling. People reactas though Im bad-mouthing their children.To make mattersworse, sales organizationsacross the board are stillteaching their teamsto cold call.
    4. 4. Why?Well, I have no idea…Having made the transitionfrom cold calling salespersonto business owner, I can tell you that its a veryeye-opening experience, and, furthermore, thatcold calling is especially ridiculous from thisvantage point.
    5. 5. For starters, cold calls never reach me. Ive set up my office and phone system so Im never bothered by them. Receptionist transfers them to a special mailbox specifically designated for cold calls. And guess what - its never checked!
    6. 6. And Ill let you in on another little secret:This is becoming a common practice amongsmall business owners, executives, andother desirable prospects!
    7. 7. I dontthink so.
    8. 8. ….is when youre buried under a pile of work and hecticschedule, and youre interrupted by a cold call.
    9. 9. To make matters worse, 98% of salespeople, by myestimate, arent calling because they can give you any realvalue. Theyre calling because they desperately need tomake a sale, and you can give it to them!
    10. 10. In other words, theyre interrupting your busy day in order totake something from you, rather than to give you value.
    11. 11. Are all salespeople takers?No. Absolutely not.Many salespeople give tremendous value, far beyond the costof their products or services.But, theyre in such high demand and so flooded with referralsthat they dont have to bother with cold calling. I know thatwhen I reached that stage of maturity as a salesperson whereI began to focus on what I could give to prospects, rather thanhow many sales I could get, I found myself literallyoverwhelmed with referral business.
    12. 12. Heres another tidbit: A few yearsback, the Kenan-Flagler Business Schoolat the University of North Carolinaconducted a study on cold calling, andconcluded that over 80% of businessexecutives absolutely, positively will notbuy as the result of a cold call.
    13. 13. That means that 20% will.It also means that the "cold calling works"crowd is all fighting for the same 20% of themarket, and deluding themselves into believingthat cold calling works all because they get asale now and then from that 20%.
    14. 14. The rest of us who are using intelligent self-marketing andprospecting techniques are happily getting checks and signedcontracts from the 80%. And building long-lasting relationshipsin the process.Which meanslots of referralbusiness,for a long time.
    15. 15. Perception Aspect• Why doesn’t the salesperson have enough referrals?• Why arent they giving better service to their customers?
    16. 16. Why isnt the company running a marketing campaign to generate leads?• Are they really that broke?• Will they still be in business in 1 year…or 5…. to service my needs?
    17. 17. But, Im not going to argue with the"cold calling works" crowd. Theyll just call you lazy for not cold calling. Meanwhile, youre laughing your way to the bank while they go out and make some more calls, hoping to hang on to a job for another month, while stopping at some point to send me an email calling me an idiot.
    18. 18. Cold calling is verytime-consuming.If they stopped to thinkabout how much moreincome theyd receiveby spending that timeface-to-face withqualifiedprospects, rather thanlooking for newprospects,they might changetheir ways.
    19. 19. “98 out of every 100 people arenot willing to go the extramile, and will be satisfied with thestatus quo and with whateverlife hands them.” Napoleon Hill
    20. 20. Thank You For Reading!For a FREE 37-page PDF preview of the Never Cold Call Again system, please visit www.nevercoldcall.com

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