On Twitter recently, Scott Stratten of UnMarketing (@unmarketing) said:
Learning how to cold call better is like learning how to punch someone in the face better.
My suggestion to the person he was talking to (which apparently was not asked for) was to forget about cold calling and learn about referral building, collaboration, and strategic partnerships so that you never cold call. But you DO call, because not everyone talks via Twitter, or even by email. There is nothing inherently wrong with the telephone!
The whole strategy is to first build a system where people are coming to YOU, through a number of new tools we call “Sales 2.0” tools. Pull people your way. Do it through various platforms – as you become known as a leader or an expert on different mediums.
Also know that it is OK to connect with people – as long as you are adding value to their lives. If I didn’t pick up the phone or send an email to many people I can think of over the years, I would have missed out on many great projects and opportunities because –
– people often don’t follow through. You need to be the one to keep things moving forward
– people have good intentions – but don’t make the time to connect. You do it
– it now takes many more contacts with people now than, say, 10 years ago due to the glut of information and everyone trying to sell to us. Stand out, follow up, and add value to others.
So – I am not sure if @unmarketing was referring to me when he thought I was trying to tell someone a better way to cold call – I am not. I’m just sayin…… surround yourself with an environment that creates opportunities for others who want what you are offering to come to you AND that you can still reach out to targeted, prospective customers who you know you can add value to their business or their life. You are a change agent. Make it happen.