Cold Calling: A Business Owner's Perspective

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Cold CallingA Business Owner's Perspective

• A presentation by Frank RumbauskasNew York
  Times Best-Selling Author

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9
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.
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• 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.

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Why?

• Well, I have no idea
• 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.

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For starters, cold calls never reach me.

• I've set up my office and phone system so I'm
  never bothered by them.
• Receptionist transfers them to a special mailbox
  specifically designated for cold calls. And guess
  what - it's never checked!

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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!
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Is thisRUDE?
I don't think so.
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RUDE!
.is when you're buried under a pile of work and
hectic schedule, and you're interrupted by a
cold call.
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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!
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In other words, they're interrupting your busy
day in order to take something from you, rather
than to give you value.
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Are all salespeople takers?

• No. Absolutely not.
• 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.

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• 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.

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• That 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.

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• 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.
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Perception Aspect

• Why doesnt the salesperson have enough
  referrals?
• Why aren't they giving better service to their
  customers?

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Why isn't the company running a marketing
campaign to generate leads?

• Are they really that broke?
• Will they still be in business in 1 yearor
  5.to service my needs?

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But, I'm not going to argue with the "cold
calling works" crowd.

• 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.

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• 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.

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• 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.

Napoleon Hill
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Thank You For Reading!
For a FREE 37-page PDF preview of the Never Cold
Call Again system, please visitwww.nevercoldcall.
com