Cold Calling

Cold Call Never Again?
By Leslie Buterin
www.ColdCallingExecutives.com

The promotional campaign, "never cold call again" keeps coming up in materials presented to sales professionals. Why? Because direct mail marketers launch their campaigns as the seasons change. And their "hook" is sellers who use direct mail can avoid their fears associated with cold calling.

Here is what direct mail marketers cleverly omit from their materials: on the other side of fear is freedom. Sellers who never learn to break through fears limit their earning potential as they hide out from that emotion; Sales pros are gifted with the spoken word. Direct mail markers use the written word. So, what business do they have even hinting that they know what the life of a sales pro is like; On top of that in the arena of selling products and services eventually somebody has to talk with the client. So, why not start talking to them from the get go.

Which begs the question, "can you build a business without using the cold calling as part of your selling strategy?"

• Sure you can learn can learn to be a professional Direct Response Mail Marketer.
• You can figure out how to draw attention to your letter so that it stands out in the 18 inch pile of junk mail your prospects’ executive assistants receive twice a day.
• You can learn what it takes to convince the executive assistant to take your letter to the boss before tossing the rest of the enormous pile of unsolicited mail received daily.
• Sure over the weeks and months you devote to learning how to write an effective Direct Mail Campaign you can learn to write the compelling words that will capture the attention of a reader who has dozens of pressing issues whirling about in his/her brain.
• No doubt about it you can find a good list of prospects to send regular mailers to and prepare to send each person up to 27 pieces of mail before they invite you in for a meeting.
• Absolutely you can figure out the written words that will compel your target audience to consider using your services. Direct marketers do this for a living and some of them make a very good living. Others make a great living selling products to people who hate to cold call.

But, and this is a big "but" eventually you are going to have to have a real, live conversation with the prospects and clients with whom you are doing business. That's the nature of selling products and services to the people who need them.

You've gotta talk with them sometime ... to figure out what to put in a direct mail campaign, (which is actually a sales presentation in print.) to figure out how to sell to them, to identify and create new product offerings that meet their needs and wants.

As a sales professional you are gifted with the spoken word. So, why not learn the words to say when cold calling prospects and close your sales sooner rather than later? And complete the entire process in 90-seconds or less? Just a thought and a lucrative thought at that.

*****

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
511 NW Ashurst Court Suite 103A Lee's Summit, MO 64081
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