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Could Inc. be Wrong about Cold Calling?

By Scale Squad

“For decades, companies have been getting diminished returns from cold calling. Now they’re flogging a dead horse.”

  • Preface to com column written by Geoffrey James, Contributing Editor

If it’s on Inc.com, one of the most venerable sources of online business journalism … it must be true, right?

Well, maybe not. Or, at least debatable. Or maybe highly debatable.

The headline of a recent column on the well-trafficked web site declared “Cold Calling Is a Waste of Time,” followed by the aforementioned introduction. The accompanying photo? Wait, didn’t that guy work with Don Draper?

The column itself is well written and, on its surface, well reasoned. Its premise is that technology and human behavior have changed in ways that render cold calling useless as a modern sales practice.

Is this true? Very possibly so, if you’re a salesperson who personally knows 10,000 people who will actually take your call … or one who just avoids the heavy lifting, and hard work, that comes with being a successful sales rep.

Mr. James’s opinion is just another high-profile salvo in the “cold calling is dead” theme preached by people who are supposedly smarter than the average salesperson. Or, maybe they just have bigger megaphones, or higher soapboxes, to make their thoughts known.

Anyhow, I began deconstructing this argument in my last post … and am eternally grateful to Mr. James for providing real, tangible fodder with which to carry on.

Let’s be clear: No one is saying that cold calling should be your only sales tactic. Sales are built around relationships. Relationships have to start somewhere. Networking and referrals are great. But are they enough for you to hit quota?

Abandoning what can be a very effective sales technique, done correctly, is unilateral disarmament in the midst of a hot conflict. You have competitors gunning for the same customers, correct?

To use a sports analogy: Would Olympian Usain Bolt, the “fastest man in the world,” run a 100-meter race with just one shoe? Granted, he could probably still beat any of us with ease … but you get the point.

Speaking of which, Mr. James’s central thesis is that changes in the world around us have rendered cold calling obsolete. No, his perspective is obsolete. He presumes that cold calling is still done the old-fashioned way: find a list of numbers, dial, and pray.

Think again. Smart cold calling strategy is like water. It runs around the obstacles in its path. It’s not static … and neither are the practices of smart salespeople who employ cold calling as a successful tactic.

Here’s how: They identify ideal clients. They research them. They don’t try to become best friends on initial contact. Oh, and they don’t sound like salespeople.

Mr. James’s column is so intriguing – and wrong – that we’re not going to leave it here. We’re going to dissect his argument, point by point, in future posts. It will be fun.

I’m already rubbing my hands in gleeful anticipation. Don’t believe it? Watch this. You can gauge the credibility for yourself … but then again, we can’t all be affiliated with big-name journalism brands.

Filed Under: Anouncement, News

Testimonials

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
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’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 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
“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
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
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
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 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 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

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/

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/

Marissa Pittelman

Client Relations Administrator / Sand Castle Field Services "I just wanted to send a quick email to thank you for...
Cold Call Coach
2018-12-05T10:48:56-05:00
Client Relations Administrator / Sand Castle Field Services "I just wanted to send a quick email to thank you for all the time you spent with us. I know you had to, kind of, drag us along at points, but I’m glad you did. Although I no longer sell for Sand Castle, I may find myself selling again in the future and I think everything you taught us will be useful. I can even find ways to use your tips in my current role and in my day to day life. As a side note, I just wanted to thank you for the positivity and the energy you brought to each session. It’s been a pleasure getting to know you as well. Thank you for everything!"
https://coldcallcoach.net/testimonials/marissa-pittelman/
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