Thanks to Ram Iyer for asking about cold calling.
Cold calling is a technique for getting focus from new prospects. Sales professionals use the phone because it covered a wider geographic footprint than canvassing door-to-door, and the weather is usually better indoors.
The golden age of cold calling was before voicemail. Return has been decreasing over the last 30 years. However, if you can't imagine anything else, it is cheap and allows rookie salesmen to learn about their product beating on people they will never sell.
I am downright frosty when doing something else and interrupted by a cold caller. It's not a buying moment.
When we cold call, we are trying to interest someone in our offering. When do people want to learn?
Most people schedule specific times and activities to learn. How can you be there then?
How do people want to learn? Trying to listen over a staticky phone connection in the middle of another meeting is not optimal. With all the rich media available today, what is a better way to make your case?
Many salesmen think talking about their process is the key to making a sale. It is not.
Explaining how others have benefited from buying your offering usually works better. Doesn't have anything to do with what you did.
Even better is having your happy customers explaining their benefit to their peers. How do you do that?
What can you add?
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