The timing on these two events could not have been more perfect! Both occurred last week and I wanted to share them with you today. First came Dan McDade's article - the first of three parts - on whether cold calling is dead. He asked a number of sales experts to weight in and articulate whether it is truth or a lie. It was very well done and you'll want to read it. Then came the comments - most notably on LinkedIn - from both sides of the argument. And finally, I received a cold call from a salesperson who was following up on an email. It's a great example of a call that was a complete waste and I'll share that call with you as well as how that call could have worked.
First, let's take a look at Dan's article and his quest to determine if "cold calling is dead" is fact or fiction.
Next, let's wander over to one of the LinkedIn discussions and take a look at the argument in progress. Click on the comment icon to reveal all of the comments.
Finally, let's listen in on this voicemail. In the context of "cold calling is dead" it's interesting because cold calls like these are obviously not dead. Although it's far less common to get the call following up on an email, it's not unheard of either. But what was the real purpose of the call? To see if I got the email? Really? Why would anyone expect this call to work? Listen first, and then we can discuss it.
He did not give me a reason as to why his initial email or a future conversation with him might be important to me. In other words, it was a total waste of a call for him and for me.
So what could he have done instead?
He could have started with something that I would have agreed with like: "Dave, I sent you an introductory email last week, but if you're as busy as me, it was probably buried in an avalanche of holiday email and you never saw it."
He could have continued with why he sent it to me. "I sent the email because I believe that we could help you in much the same way that we have helped other growing consulting firms like yours." This demonstrates that the call was targeted, he knows I have a growing consulting firm, and there is reference to having done this before.
And he could have given me a good reason to call. "If you could give me five minutes next week, I will make sure that you don't waste your time and I'm sure that you will be glad we talked."
And here is a cold call from this morning. Listen to this one.
Just like the first one - what is the purpose of the call? To formally introduce himself? Why would that be compelling unless he said his name was Sean Connery. I know, Connery is Scottish, but you know what I mean.
So what could he have done differently? He could have said, "I know you're with Toshiba and a lot of Toshiba customers have been frustrated over inaccurate invoicing and moving to us at Kyocera. I was hoping that we could spend 5 minutes to see if we could provide with you a more enjoyable experience."
Finally, if you aren't tired of these dissections, here is one you can simply read.
Cold calling isn't dead, but most salespeople don't do it - only 35% of salespeople prospect consistently - and that makes it appear dead. Those that do prospect tend to suck at it - 34% aren't able to schedule meetings when they make a cold call.
Meetings don't get scheduled unless somebody picks up a phone. Read this article on the next big game changer for sales.