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Cold Calling Do This To Improve Cold Calling Ratios?
For established advisers facing a lull in new business, cold calling can be a useful booster shot. "The moment most brokers think they can stop cold calling, they do," Mr. VanGronigen says in a recent article in the Wall Street Journal. "But we've seen brokers who have gotten away from it and their business sort of stagnates. Some will institute a cold-contact campaign. Maybe they won't do it forever, but they do it in bursts." VanGronigen is right. Most sellers will cold call in bursts. Why? Because of their talents. Most sales pros have these two exceptionally strong traits: they have a gift for gab, some say they can get tree bark to talk with them; and they have the attention span of a gnat. These traits comprise the nature of the selling-beast and have a tendency to derail the unsuspecting sales pro from the clear track of selling, getting better at selling, and becoming outrageously successful at selling. These traits are the very reasons why cold calling metrics are critical to successful cold calling. Metrics that are measured and reported to the sales pro weekly serve to keep the seller on a lucrative track. Cold calling metrics keep the company’s sales headed in the right direction, and keep the sellers motivated and focused on what is important to the companies that have hired them. The nature of the majority of cold calls has changed a lot since the "stock jockey" days. High-pressure product sales are out. The nature of the few successful cold callers has remained consistent. These sellers engage in conversations about a client's financial goals and secure appointments to discuss those goals in person. The nature of a good cold call and sale has remained consistent. What has changed is the firms’ understanding that they are ticking off a lot of prospects by stooping to “burn and churn” methods. Firms are finally seeing that although approaching cold calling as a “numbers game” is one way of producing profits; this practice costs them dearly in terms of encouraging a lousy reputation among consumers who are thinking “why don’t those guys get their act together!” The practice of cold calling in and of it self is most certainly not the problem. The “thorn” in the practice has to do with how those calls are conducted ***** Forward this article to friends. They will thank you for it! For your mini-course “Jealously Guarded Secrets to Cold Calling Company Presidents” visit www.ColdCallingExecutives.com or call New Business Development Coach, Leslie Buterin (like butterin’ bread) at (816) 554-3674 9-3 CST (that’s Kansas City/Chicago Time) (c) 2008 Leslie Buterin. All Rights Reserved.
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Leslie Buterin, founder Top Dog
Consulting |