Seth Godin Says NEVER COLD CALL (and so do I!)
(This picture is what you look like in the customer’s mind when you’re cold calling them!)
This is fresh on my mind today as someone COLD CALLED me and did a terrible job of it at that.
WHY?
They were vague, dove into questions right away that were too personal and basically came across as a cheeseball.
Now – I don’t think this woman got out of bed this morning, planning on sounding like a cheeseball. She just doesn’t know any better.
I repeat – COLD CALLING IS DEAD!!! STOP DOING IT!!!
There are better ways to attract money lady.
A few resources I recommend are Joanne Black’s book Referral Selling – check out Joanne at http://www.nomorecoldcalling.com/ and sign up for her e-zine and buy her book – you’ll love it! Please tell her I sent you.
I have a secret crush on Seth Godin’s brain – he is brilliant, a marketing genius, edgy, says it is like it is – really – if you don’t own all of his books you’re just nuts.
His newest book also says COLD CALLING IS DEAD (I DO love you Seth!)
The new book on marketing (and more) is called Meatball Sundae – check him (and his book out below) Make sure to sign up for Seth’s blog – your business will never be the same!
http://www.squidoo.com/meatballsundae
Hi Diva,
I love you’re writing style and couldn’t agree more. Cold calling makes you look like a desperate loser and puts in you the position of enemy. Not a great way to open a door.
Comment by Cheryl — March 12, 2008 @ 2:34 pm
Kim,
Now I hear this?! No more cold calling… yet it has been the most successful strategy for me. I love it and have had a 40% close ratio with just 1 email/phone call follow up. Yikes. What’s a woman to do?
Comment by Maggie — March 20, 2008 @ 5:35 pm
Hey Maggie,
I think you’d have a even higher closing ratio if you moved into the world of referral selling instead. You’d get between 80-90% for closing vs what you’re doing now.
I’m sure you are a marvelous relationship builder which is a huge strength! However – customers don’t like being cold called and even now – there are privacy laws being created that will stop cold-callers in their tracks.
Shoot for an attraction strategy vs one that chases. Get into the media, write articles, develop a referral strategy, strategic alliances, presentations, write an e-zine, do PR – they are much more credible ways of building your business and you’ll discover they attract a much better customer.
Good luck!
Kim
Comment by kimduke — March 24, 2008 @ 3:15 pm
Hey Kim,
YUP! I employ all those strategies too…”get into the media, write articles, develop a referral strategy, strategic alliances, presentations, write an e-zine, do PR …”
Cold calling is just 1 other method… but will now revisit it.
Comment by Maggie — March 25, 2008 @ 10:03 am
I actually am running 2 businesses. One is a photography studio, and the other is selling Mary Kay cosmetics. For the cosmetics, we ask our customers to give us referrals names and phone numbers, then I call to see if they would like to have a pampering session. Is this considered cold calling?? I really need help with this question.
Comment by Elke — August 7, 2008 @ 6:08 am
Hi Elke,
Cold calling is when you call someone out of the blue, who has no idea who you are, and you don’t personally know them either. There is no relationship, no trust, and no idea if you are “right” for each other.
However. You can still contact people that you don’t know (and they don’t know you) by using referrals in a smart way.
What’s smart?
Asking your clients to BRING A FRIEND to an event, or to email an introduction between you and their friend, or to phone their friend and recommend they meet with you.
In today’s world – if you called me up and asked me to have a pampering session I would assume that it would involve a sales pitch and I wouldn’t be interested. Women are short on time and something has to be extremely compelling for them to give it to you.
BUT IF MY FRIEND says “hey -let’s get together with Elke and some friends and have some fun with make-up…” that feels so much better.
Also hold an event that doesn’t completely revolve around you – invite someone who is a strategic alliance – it is complementary to what you are offering – and definitely more fun for your potential customer and customers.
Good luck!
Kim
Comment by kimduke — August 7, 2008 @ 7:52 am