"Never Make Cold Calls Again" and More Lies Deceptive Marketers Are Feeding You

Keith You didn't need telling but you are correct! Over the last year alone I have trained in excess of 10,000 sales and business people in the UK alone in the skills, attitudes and approaches of C21 cold calling. I have worked with numerous business from SME to major corporate helping them to massively boost cold calling results. Cold calling may not work if you are unprepared, unmotivated and unskilled but... Planning and preparation + the right mindset + the right skills + the right message = SALES RESULTS. I have bought and read the information from these "experts" too and can say there is some good information in them. There is more than one way to skin a cat and "only cold calling" is as ridiculous as "never cold calling". All sales departments and individuals should have multiple routes to market. Period. But what an easy sell... Most salespeople don't like cold calling so how easy to sell a product where you don't have to cold call anymore - brilliant. On a final note, one of the programmes I bought actually said it was a good idea to get your PA to ring their PA. Now apart from the fact that most salespeople do not have a PA what is this if it is not cold calling? Perhaps it should have been titled www.get-someone-else-to-do-your-cold-calling.com? Why not have a look at this article for more reasons why cold calling does work... http://www.gaviningham.net/blog/2007/06/02/does-cold-calling-work/ ...

We can see from this rant that you're upset with the views of some sales pundits, but who are these guys who so defiantly berate? Also, I agree with the other commenter -- a collision of ideas is better than a flat-out acceptance or rejection of any sales method or tool such as cold-calling.

What we really need here is an open forum between Mr. Rosen and the person/s to whom he is directing his self-described "rant." The industry of sales isn't always cut and dry, and a respectful arguement is needed here. Meanwhile, you're plugging your book to support your ideas, but your competitor would be doing the same. The fact remains, cold calling isn't full-proof, but either is the selling methods of Mr. Rosen's competitors.

Much agreed. Cold calling is not the ultimate panacea to your prospecting woes and lead flow challenges but still an essential one, as long as you have the right process and approach. It's a comprehensive effort across several different platforms that builds a high performance prospecting engine. It's not 'either or" but more "And;" incorporating a variety of approaches (referrals, networking, upselling, direct mailing, leveraging existing accounts, etc.) that collectively allow you to achieve your sales goals. And thanks for the additional resource article...

Gavin, better yet, how about: www.itsyourcoldcallingapproachthatdoesntworknotcoldcalling.com or www.saavymarketerswhoexploitsalespeoplesbiggestpain.com :-) ...

Tony, I've been an advocate of this idea for some time now; doing a forum. Interesting how you see this as a plug for my book. I guess if I look at it through your eyes, I can see that. However, I really put it out there more for people to know it's another resource out there to end the pain people experience when cold calling. I agree cold calling isn't fool proof, then again, there is no strategy that is. However, it's more about moving from 20% success rate to an 85% success rate or higher. Is it 100%? No, however I think anyone would be thrilled with these types of improvements. Competition? Funny, I'm of the mindset that I don't have any competition. (I actually wrote an article that the only competition we all have is ourselves.) Just different people with different perspectives, all of which is needed to give people more truth and more choice. Those people who don't want to cold call wouldn't be calling me anyway to learn how, (until they see that 'no' cold calling really = some cold calling ;-) Thanks for the different perspective. Keep 'em coming.
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Upset? Nah. Just more frustrated, and concerned; especially for those people who get seduced by the ether of deception.

You want me to list the names of these people, after telling me I just berated them? Wouldn't that be adding salt to a festering wound? Hey, I'm not looking to bash anyone here. And I'm certainly not looking to call out names and make people wrong or look bad. That goes against my integrity and my M.O.

As I mentioned, I want my readers to know there are options out there regarding cold calling that may work for them; options they didn't know existed. Moreover, I want my readers to be able to make the best choices for them, with all the facts available so they make the best decision for their career and selling efforts.

Finally, based on your comment I want to drive home my point again. That being, what these other marketers are saying works! I am not saying their approach doesn't work. I am strongly disagreeing with them when they say cold calling doesn't work. I coach my clients on the strategies they promote all the time. HOWEVER, I am ALSO coaching them on the art of cold calling. Once again, a cumulative prospecting effort vs. 1 magic solution. So, I do agree with you; you are going to generate new prospects via a variety of mediums vs. just one.

C'mon. How can anyone say cold calling doesn't work when there is mounds of evidence that supports otherwise? I do give them credit for a great marketing angle, though ;-)

I love these comments so please keep them coming. Thanks again for creating some meaningful dialogue.

Keith, I could not agree wih you more.....as many successful sales leaders probably already have. I have continually preached on the three dynamics of being successful in B2B sales; Networking, telemarketing and yes, cold calling. Unfortunately, there is not a better name out there to describe it.....but it is what it is. It is a combination of all three of the above that will make you successful...not one or two of the three, but ALL THREE. Great article. I will be picking up one of your books soon.

JG your comments are very much appreciated. (Of course, we need to throw in referrals in this formula as well, right?) Great to hear that sales leaders such as yourself are acknowledging the truth about what it takes to build your business and your pipeline to attract more qualified prospects who you'd never get the opportunity to be in front of otherwise.

To your point on another name we can use to refer to the activity of prospecting or cold calling. In my book The Complete Idiot's Guide to Cold Calling, I reference that we've all been prospecting for a lifetime. Here's some irony and a twist in terms of how you can look at prospecting as well as another phrase for this activity.

The word, "prospecting" is synonymous with "searching, mining, seeking, and hunting." If you've ever looked for a job, purchased a home, went shopping at the mall, or searched for your ideal soul mate or relationship, then you in fact have prospected. For example, if we were to break down the prospecting process you have used when shopping for holiday gifts, it may have looked something like this.

First, you identified what you wanted. You were clear about your objective. Then, you uncovered where you could find what you were looking for. Next, you found the resources or people who can provide the information you need to make an educated buying decision. Chances are, you then asked some questions to determine if what you found was, in fact, a good fit for you. Finally, if all of your criteria were satisfied, you made the decision to buy.

The only thing that's different from this example and prospecting for new clients is this: At the end of the process it would be your prospect that would be making the purchasing decision rather than you. Other than that, the entire process is the same!

So to your point, instead of calling it "Cold Calling" or "Prospecting" what if we refer to this activity which we're often reluctant to engaging in as "Shopping for Prospects." I've shared this with many clients and have them put this phrase into their calendar rather than "Cold Call" when blocking out time for this activity. The result, it actually makes a big difference for them and they wind up doing it more frequently, now that we've associated this activity to something they're more used to, as well as an activity that most of us find to be much more pleasurable.

I find the comments very interesting about cold calling. I can't say that cold calling is dead at all, but I will use my own 25+ years of selling as the basis for my comment. I started an Internet marketing / SEO company about 10 years ago and have built it 98% on referral sharing. I can appreciate different types of selling strategies, but to me personally it's been 1000 percent easier, and more productive to build business this way rather than making calls to some that is a total stranger and certainly did not want to talk to me. I'm not slamming cold calling, I just think there are more efficient ways to sell than cold calling.

As you know, I am a fan of cold calling. I'm also a fan of networking, direct mail, media advertising, web advertising, seminars, social networking, passive marketing, billboards, cable, print, and yes, referrals. It's dangerous for any business to think that there's only one approach and that's the approach that works. And hey, I'm certainly a huge advocate of building your business primarily off referrals - after all that's where a high percentage of my business is generated. Bottom line, if you're happy with the results you're getting with how you market today, then there's nothing you may want to change. But if you're concerned that the well may one day run dry, or your funnel may empty or your business partners and social networks atrophy, I find it always to make good business sense to explore other and all avenues of marketing. And hey, if you get one or two clients from each one, to me, that's wildly successful, as long as your managing your costs when doing so. (Cost per lead per sale, etc.) Great points, Tim!