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Keep on cold calling

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I find it fascinating how many people claim that cold calling is dead, that it is a waste of time or that it is the least-effective way to generate new sales leads.

I know cold calling is tough. Yes, it is extremely challenging to connect with busy decision-makers. And, true, many companies won’t even accept cold calls from salespeople.

However, that doesn’t mean cold calling is dead. At the same time, there is no magic cure, no if-you-do-this-you-will-win approach. When it comes to cold calling, there is no magic pill. And there is no single strategy that will produce results every time. It takes hard work, effort and discipline to make cold calling work for you.

I recently spoke to a veteran salesman who admitted to looking for an easier way to capture more deals, even though he knows it takes hard work to capture any sale worth more than $25,000. At the same time, one of his colleagues consistently puts forth the effort to call more than 100 people each day. Not surprising, this salesman has connected with more prospects.

Cold calling still works. But you need to make a lot of dials. You need to target the right companies. You need a compelling opening. You need to ask lots of questions. And, you need to speak to the right people.

Is cold calling the most effective way to generate leads? Perhaps not. But I don’t believe it’s any less effective than other strategies. Networking, for example, requires a tremendous amount of personal time, effort and energy. And so does building a business strictly on referrals.

Contrary to popular belief — and some sales “experts” — cold calling is not dead. You just need to breathe new life into it.

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