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In Defense of Cold Calling

By Cold Call Coach

With all due respect to the red-headed step children in the audience, cold calling is exactly that in the world of sales. It appears that every pundit, consultant, and bottom-line-enhancing guru is calling for the end to this once in vogue methodology. What did cold calling ever do to you?

Outside of the constant rejection, debilitating phone phobia, and self-esteem cratering reprimands we receive from our potential clients on the other end, not much. With gifts such as these, who can blame a sales professional for giving this method the (excuse the pun) “cold” shoulder? Not this guy!

However, in cold calling’s defense, I would argue that it’s not so much the game as it is the player. When done properly, cold calling can be the best weapon in your arsenal. When nurtured and given the time and attention it deserves, nothing can elevate your bottom line as quickly and efficiently as cold calling.

If I had a dollar for every time someone rolled their eyes, snickered, or shook their head when I told them that I work with sales professionals to elevate their cold call success rate, believe me, I would not need to be writing this article. Some of the responses immediately emanating from their lips include:

  • “Get with the times! Nobody cold calls anymore!”
  • “Hey, the 1950’s called; they would like their solicitation strategy back!”
  • “So how was the Eisenhower administration anyway?”
  • “I get more referrals than I can handle and don’t need to cold call”

Nothing gets me riled up as much as the last objection. This one doesn’t just push my buttons, it palms them! It doesn’t just palms them, it five-finger death punches them! It doesn’t just five-finger death punch them…well, you get the idea.

Let me ask you an honest question: who is your ideal client? If you could only work with one type of individual or business from now on, who would it be and why? What would this client look like? What are the characteristics that make this entity ideal?

A financial advisor friend of mine answered this question for me in a heartbeat (no coincidence, he is also an avid cold caller). Here is how he described his ideal client to me recently:

  • Between the age of 50-65
  • Currently going through a divorce
  • Lives within 30-miles of his office
  • Has changed his job twice during his working career
  • Has over $1,000,000 in investable assets
  • Is a male

Now, Mr. Hot Shot Big Time Referral Getter, how many of the appointments that you are running, meetings you are taking part in, and conversations that you are having are with people that meet your exact criteria to a tee? 10%? 5%? 0?%

If we are honest with ourselves, there is a tremendous difference between staying busy with potential clients and staying busy with our ideal clients. True, we will gladly work with friends, family, and associates of our clients who generously refer us. That’s a given.

It’s also true that we will work with individuals that walk into our businesses and ask for our help. There is a difference, however, between working with individuals reactively versus working with individuals proactively. Cold calling, when done properly, is, and always must remain, an exercise in proactivity.

One of your clients sings your praises and has his brother-in-law call you to schedule an appointment. Reactive! Someone living two blocks down from you who passes your office to and from work each day stops in to get a quote. Reactive! You have literally zero control as to the quality of the individual who speaks with you in either scenario.

When it comes to cold calling, who you call, when you call, where you call, and how you call are all, 100%, entirely up to you. Everyone should be cold calling because nobody is meeting with their ideal clients every day. Everyone should be cold calling because, if left to their own devices, your ideal clients are not, with any consistency, going to go out of their way to call you.

In defense of cold calling, the reason that we hate it so much is because we have not been as strategic in our call placement, or effective in our message. I have a 98.6% cold call success rate and view Cold Calling as one of my children. Want a better relationship with this ultimate secret weapon? Let me know and let’s begin the process of making amends with this useful ally! Please visit www.coldcallcoach.net to learn more.

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Testimonials

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 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
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
“Normally I’m skeptical when it comes to online “self-improvement” advertisements. However, after doing some research I felt Paul presented himself in a manner that I trust. His work is praised by many and I’m attracted to genuine people. The cost of his psychology of cold calling course is well worth the investment…it’s a no-brainer!”  

Adam Berndt, Sales Manager, Fine Tune
Here is Adam’s LinkedIn URL: https://www.linkedin.com/in/adam-berndt-open-networker-7b67b547… Read more
Adam Berndt
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
“Incredible! Fantastic!! Cutting Edge Material!!!”  

Peter H.W. Melms, Preplanning Specialist,
Washburn-McReavy Funeral Chapels
Here is his LinkedIn URL: https://www.linkedin.com/in/peter-melms-692aa91b
Peter H.W. Melms
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
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
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

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/

Tami Bergman

Insurance Consultant / Andres O;Neil & Lowe "I just want to thank you for introducing us to the new Cold...
Cold Call Coach
2018-10-04T15:16:09-05:00
Insurance Consultant / Andres O;Neil & Lowe "I just want to thank you for introducing us to the new Cold Call approach! I really feel like this is going to change the way that I view cold calling forever. Your approach has been very effective for me, and I will continue to use it. Thanks again for all your assistance!"
https://coldcallcoach.net/testimonials/tami-bergman/

Joe Bellante

Owner / Sand Castle Field Services "Outstanding webinar today! Most of our management team joined us in the conference room....
Cold Call Coach
2018-11-06T17:20:31-05:00
Owner / Sand Castle Field Services "Outstanding webinar today! Most of our management team joined us in the conference room. I could tell from their facial expressions that you were challenging them to think. Nice job!"
https://coldcallcoach.net/testimonials/joe-bellante/

Joel Johnson

Business Development / Wellsource "Hey Paul! Earnest Cold Call Coach participant Joel Johnson here. I wanted to let you know...
Cold Call Coach
2018-11-29T16:47:05-05:00
Business Development / Wellsource "Hey Paul! Earnest Cold Call Coach participant Joel Johnson here. I wanted to let you know that I have found your cold call methods quite productive. Thanks for everything!"
https://coldcallcoach.net/testimonials/joel-johnson/

Meggan Mulkey

Sales Director / Designs in Marble "Hello Paul! I had attended your presentation on Instantaneous Differentiation at the NARI Expo...
Cold Call Coach
2018-11-29T16:48:07-05:00
Sales Director / Designs in Marble "Hello Paul! I had attended your presentation on Instantaneous Differentiation at the NARI Expo at Potawatomi. It was fabulous!! Really, it was the highlight of my day."
https://coldcallcoach.net/testimonials/meggan-mulkey/
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