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The Final Punch: Knocking Inc. out Cold on Cold Calling

By Cold Call Coach

All good things must come to an end … but not without a flourish! I’ve been having serious fun dissecting an Inc.com column that sang the tired “cold calling is dead” refrain. To be polite, we could just say that its author, Geoffrey James, is more than a bit off-key. My first article delivered a few body blows against his claims. My next article landed some sharp jabs. My last article left his argument reeling on the ropes.

“This is not to say that there aren’t companies attempting to develop sales leads through cold calling. However, they’re not getting much of anywhere because the only people who still use land lines, listen to voice mail and answer the phone directly are senior citizens and low-level people at ‘buggy whip’ companies.”
– Excerpt from Inc.com column written by Geoffrey James, Contributing Editor

All good things must come to an end … but not without a flourish!

I’ve been having serious fun dissecting an Inc.com column that sang the tired “cold calling is dead” refrain. To be polite, we could just say that its author, Geoffrey James, is more than a bit off-key.

My first article delivered a few body blows against his claims. My next article landed some sharp jabs. My last article left his argument reeling on the ropes.

Now, it’s time for the knockout.

First, more targeted punches. Mr. James states that “leaving voice mail is rapidly becoming an exercise in futility.”

Sure, if you don’t know how to leave a compelling voicemail that actually entices the recipient to call back. You know, if your message begins with “My name is …” or something similarly bad that makes you sound like a salesperson.

The voicemail recipe is simple: Pique curiosity. Create urgency. Do these, and watch the return calls come in.

No, wait, Mr. James continues. It’s complete changes in behavior that make cold calling obsolete. People won’t take calls from numbers they don’t recognize, he claims. If you want a phone conversation, it has to be arranged beforehand.

Hogwash. I schedule appointments all the time via phone – especially by cold calling.

You see, here’s where Mr. James (and so many others) have it all wrong. They’re oblivious to the correct use of cold calling.

It’s not about building rapport. It’s not about qualifying prospects. It’s not even about selling a product or service. Only salespeople do this … and their approaches are usually dead giveaways.

Cold calling should be used only to schedule dedicated time – a follow-up call or meeting. Nothing more. Would you buy right away from a complete stranger? Didn’t think so.

And, plenty of people gladly accept calls from strangers. Many professionals’ businesses – realtors, attorneys, financial representatives and more – depend on referrals. They live off inbound calls. A number they don’t recognize could be their next big account. So much for Mr. James’s “everyone screens their calls” theory.

Here comes the haymaker.

Do you like being insulted? Does anyone? Well, Mr. James apparently doesn’t know – or, perhaps worse – doesn’t care.

Read the last sentence from the column excerpt above. It states that if your business uses a land line (as most still do), you’re a “buggy whip” company, i.e., one that is outdated and doomed to extinction. Such a damning label, based solely on the choice of a communication system!

Mr. James exhibits an extremely elitist perspective toward tens of thousands of American businesses. Oh, and apparently anyone who answers the land line in their office is “low level.” Can you get more condescending?

The irony? He claims to be an expert in B2B selling. So, does he refuse to do business with companies that still use land line phones? Does he lower himself to such “buggy whip” entities?

Let’s dig in further. Read the line here where he states “Please share why you would be a great client.” He’s asking prospective customers to sell themselves to him. Seriously?

The author doesn’t live in (nor understand) the world inhabited by real salespeople. He doesn’t grasp the cold reality of commission sales, or the neck-dripping sweat of hitting quota.

Mr. James conveniently ignores that a good salesperson uses every available tool to succeed. Cold calling is one. It’s certainly not the easiest. Like most other things in life, though, it gets easier and more effective with training and practice.

I suppose that, if you’re a columnist for a major business publication, it’s easy to look down your nose at a practice deigned beneath you.

It’s another thing entirely to be in the sales trenches, slugging it out daily with a market that only gets more competitive. Foregoing cold calling is equivalent to unilateral disarmament. You’ll never see the knockout punch coming … and it just might be from one of my clients.

Filed Under: Anouncement, News

Testimonials

If you get a chance to train with Paul I say run don’t walk to the session. It is invaluable and will change the way you cold call. 
Kevin DavenportSenior Vice President of Powerteam
Attending one of Paul’s seminars was one of the most beneficial experiences I have had within my educational and professional career. You will regret not signing up!
Joe Pillizzi
Paul has such a unique yet simple approach that will forever change the way you prospect. I would absolutely recommend attending one of his seminars!
Daniel Mayer
Paul is inspirational, and passionate about helping people grow their client list. He has developed an easy to apply, appointment setting technique that will change the way you meet your new customers. Quit paying for clicks, advertising on social media, and paying for postage. Most people think cold calling is dead………NOT SO. Paul brings new life to the most cost effective client acquisition tool available to everyone…… Read more
Brad Saunders
Paul’s approach is as innovative as it is effective. Based on what I heard from him and the reactions I received from the individuals I invited, I have no doubt that people who hire him will get FAR MORE than their money’s worth.
Timothy Stewart
Paul is a well­spoken, direct, and impressive individual ­ His seminar and unique approach to cold calling will give you a different perspective that you can apply to your strategy immediately. I would recommend Paul’s seminar to any sales person out there, it will be worth your time!
Mark Petersen
Paul is a great presenter and networker. His seminars explain how cold calling has worked for him and he gives you a methodology of how to reach out to sales prospects. I encourage you to attend a Paul M. Neuberger Cold Calling Seminar to learn how to become a more effective salesperson. Paul is also very well connected in the Milwaukee area and has introduced me to many people I have been able to do business with. Paul… Read more
Lisa Twitchell
Paul’s training was insightful and well worth the time. Paul is a great presenter and keeps you engaged. I left with information that has helped make cold calling more successful for me.”
Lisa Pecora
No matter the industry Paul M. Neuberger seminars will give you confidence that cold calling is not a thing of the past and that there is SUCCESS and GROWTH in cold calling once you have the tools to do it efficient and effective. I am a believer now that cold calling is not a thing of the past.
Judy Huebner
Paul gives great tips and techniques to conduct a successful cold call. He also re­adjusts your perception on cold calling through personal stories and examples helping you get excited to get going with what you learn. Highly recommend.
Lucas Robak

TESTIMONIALS

Steven J. Wheeler

Director of Business Development / Remodelers Advantage, Inc. "I was at your session on Friday at the NARI National meeting...
Cold Call Coach
2019-05-01T13:58:19-05:00
Director of Business Development / Remodelers Advantage, Inc. "I was at your session on Friday at the NARI National meeting in San Diego. I really enjoyed your presentation, and most of all the delivery. Just wanted to tell you how much I enjoyed your talk."
https://coldcallcoach.net/testimonials/steven-j-wheeler/

Sarah Stone Weber

Manager of Marketing and Property Management Business Development / Horizon Develop Build Manage "I learned so much from Paul Neuberger!...
Cold Call Coach
2017-09-03T02:22:41-05:00
Manager of Marketing and Property Management Business Development / Horizon Develop Build Manage "I learned so much from Paul Neuberger! Far more than just cold calling! He is truly a person that you need to know!"
https://coldcallcoach.net/testimonials/sarah-stone-weber/

Schuyler File

Healthcare Consultant / The Benefit Services Group "The Cold Call Coach Program works! Initially, I was skeptical of the Cold...
Cold Call Coach
2017-09-27T18:12:37-05:00
Healthcare Consultant / The Benefit Services Group "The Cold Call Coach Program works! Initially, I was skeptical of the Cold Call Coach Program because I was having so little success on my own and did not believe the program could work. However, after the first session or two I understood that I had the wrong approach and the program was providing the tools I lacked. After completing the program, I have been getting a call back rate on voicemails that alone is worth the price of the program and this does not even include the success I have had when speaking with the target of my calls. I would recommend this program to anyone trying to increase sales through cold calling."
https://coldcallcoach.net/testimonials/schuyler-file/

Cody Garvin

Sales Manager / Express Employment Professionals "Paul is the most energetic and engaging speaker I have had the chance to...
Cold Call Coach
2017-11-07T06:18:49-05:00
Sales Manager / Express Employment Professionals "Paul is the most energetic and engaging speaker I have had the chance to see. Like the scripts he helps his audience design, I was hanging on his every word when I saw him speak. His framework for successfully scripting calls gives cold callers a new level of confidence when they are reaching out to potential customers and helps them sound like a normal person rather than the stereotypical 'smarmy salesperson'. This framework has also helped me personally to know who I should be reaching out to, what to say when I do, and how to get callbacks when I don’t connect. I’d highly recommend Paul to anyone who is looking to increase their knowledge, be more effective on the phone, and ultimately advance their sales career."
https://coldcallcoach.net/testimonials/cody-garvin/

Matthew Gillard

Account Executive / McLean Hallmark Insurance Group "I used to make about 200 calls to book an appointment and very...
Cold Call Coach
2018-07-10T07:06:11-05:00
Account Executive / McLean Hallmark Insurance Group "I used to make about 200 calls to book an appointment and very few voicemails got returned. Now about 50% of my conversations become appointments and about 20% of my voicemails get returned. That's life changing - and I couldn't be happier."
https://coldcallcoach.net/testimonials/matthew-gillard/
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