By Harvey Mackay
Cold calling is dead, or at least it should be. Too many sales people waste their time and energy cold calling for new business, when they can be using technology and the "Invisible Web" to warm up potential customers.
Sam Richter, president of SBR Worldwide, senior vice president and chief marketing officer at Actifi, and a world-reknowed sales trainer is a guru on taking the chill out of cold calling. His best-selling book Take the Cold Out of Cold Calling: Web Search Secrets for the Inside Info On Companies, Industries and People shows how being in the "Value Age" is even more central to salespeople than being in the "Information Age." That’s why I wrote the foreward.
My goal is always to learn as much as I can about my prospect and company. When you do that, you’re going to have a warm call, where you position yourself and your company as credible. You capture the interest of your potential customer and ask pertinent questions because you already understand what’s going on in their world.
A cold call isn’t just cold at the start. It leaves you cold at the finish. A value-based warm call defrosts the doorway. It turns practical research into an enticing opportunity.
In his book, Sam shows how to use free or low cost tools to access information on companies, industries and people. Whether it’s effectively using popular search engines or accessing data via the invisible web—the 90 percent of web pages that search engines don’t access—the information that you need for warm calling is out there, if you know where and how to look.
I know it works because MackayMitchell Envelope Company uses his system. He has made a couple presentations to our sales force.
Start by visiting www.takethecold.com. Visit Sam’s Warm Call Resource Center, the cooresponding program for Sam’s #1 rated Know More! sales training program, for an updated list of business information web sites, search tips, and download the Warm Call Toolbar so you can access business information resources directly from your browser. (I bite my tongue as I share this choice secret. I can only hope our competitors don’t pick up Sam’s book).
Following are just a few of the search tips you’ll find in Take the Cold Out of Cold Calling. Start using these today to get the information you need to establish your credibility, make a great first impression, provide relevant solutions and take the chill out of any cold call:
With the amount of information available online today, there is absolutely no excuse for not knowing something about your potential customer before you meet or call. Your prospect couldn’t care less about you. What they do care about is if you can help them achieve their goals.
Mackay’s Moral: If information is power, then use the web to catch customers.