Cold calling people you’d like to meet is a tricky business. So many companies employ the Activity strategy now everybody’s wary of picking up the phone to obvious sales calls. They make as many calls as possible, usually automated these days, and pitch some dubious benefit cloaked in a conversation. These calls are a nuisance, an interruption, and an insult.
We described some particularly moronic examples in The Worst Kind of Cold Call Sales Pitch.
Cold calling indiscriminately positions you in the same category as those businesses.
But cold calling with a request for conversation based on research is much more acceptable. Make the proposition specific to the target and you’ll get better results. Much better results.
We described the concept in The Secret of Successful Prospecting Is?
When you’ve researched your target’s situation. When you’ve walked in her shoes. When you can explain politely the value you can deliver. Then you’ll be a successful cold caller.
It’s all about adding value for the target, and creating a little value for yourself in the process is perfectly acceptable.
Success in cold calling is determined by the relevance of the message. Not by the number of calls you make.
