Right Attitude, Wrong Question
On just about every sales related group on Linkedin, the Focus Expert Network, Quora and Namesake I have seen the question: “Is Cold Calling Dead?” Of course the answers range from hell yes, to hell no and everywhere in between. Unfortunately, this question does not take into consideration the most important factor in sales: the customer.
The question should not be “Is Cold Calling Dead.” The question we should be asking is: “Does calling my customers create value for them?” Because if I’m calling them, emailing them or driving over and knocking on their door and not providing value – this is dead, or at least our customers wish it was.
Sales Done Right Is Always About Value Creation
I was at an electric fence workshop where a buffalo farmer was teaching us how to install and use electric fence. About 10 minutes in a man asked him: “how do you get a 1,200 lb. buffalo to go where you want it to go?” He smiled and said: “You have to make the place where you want them to go look like a place where they would want to be.” If you create value for customers, they will want what you have. Leave the pushy salesman at home.
Make It a Conversation, Not a Sales Call
People really don’t want to hear about your products, but they usually love to talk about their businesses. Engage them in a valuable and interesting two-way exchange of ideas, and few people will turn you away. Ask questions about THEM, their business, their goals, their interests. Your goal in the early days of the relationship should be to have more valuable conversation, forget about making a sale for now. Put it out of your head completely. Early conversations should be about earning trust, building relationship and understanding the business landscape. Death to the “cold call.” Long live the conversation that adds value and helps me grow my business.
- When you get calls from salespeople, do you ever listen and talk with them? Why? Why not?
- Are you interesting, knowledgeable, sincere and engaging?
- How do you create value for your customers? How do you make the place you want them to be look like the place where they want to be?
Check out these related posts:
“Is Cold Calling Dead?” by Tibor Shanto