“To bypass voice mail, cold callers began using auto-dialers … Auto-dialers however, always have a slight lag, making it obvious to the person being called that they’re being auto-dialed. Most people (consumers and businesspeople alike) simply hang up.” – Excerpt from com column written by Geoffrey James, Contributing Editor
Don’t you hate stereotypes?
We all say we do. Yet, at some point, everyone falls back on them.
Inevitably we lump everyone working in certain professions into homogenous masses, with the same characteristics and ethics (or lack thereof). Think used car salesmen – what immediately comes to mind?
Hey, we’re only human, after all. But few of us have a national bully pulpit such as Inc. magazine to dispel wisdom. When a columnist for a major business publication such as Inc. falls into stereotyping … isn’t some calling out in order?
I think so. My last article began taking apart, point by point, a recent Inc.com column written by Geoffrey James about cold calling. My previous article explained how the column’s overarching theme – that cold calling is a relic to be deposited in the ash heap of sales history – is elitist and, frankly, just foolish.
Mr. James stereotypes cold calling and, by extension, all who engage in it. He’s wrong. So, let’s keep poking holes in his arguments. I’m glad to do so … and man, is this fun.
OK, auto-dialers – seriously? Auto-dialers are an old sales model. The fact they’re even mentioned gives insight into the author’s rather dated perspective.
Strategic – read, successful – cold callers don’t subscribe to the “spray and pray” theory characterized by auto-dialers. Cold calling isn’t a numbers game.
It’s about quality over quantity. It’s about doing your homework, qualifying leads, and using the right approach. No auto-dialers needed … at least not by those who understand the values of preparation and anticipation.
Oh, and about the increasing use of cell phones (versus landlines), which Mr. James cites as yet another insurmountable obstacle to cold calling?
Apparently he’s never heard of this great new tool called the “Internet” (even though his column was published there – funny thing, huh?) If he had, he might know about newfangled research tools such as “Google” and “LinkedIn.”
After you narrow potential targets to identify ideal clients (another element of strategic cold calling), you can learn a lot about them on these amazing resources. Often this includes how they prefer to be contacted. If you wisely approach them as professionals – through their business – there’s a good chance a landline will still be involved anyhow.
Yes, tactical cold calling involves a lot of research or, as some call it, “hard work.”
Should something not be pursued, just because it’s difficult?
Good thing our nation’s Founding Fathers didn’t feel that way … or you’d be reading this while partaking of tea and crumpets.
Did I just stereotype the British? If so, my apologies. See, it’s that whole human thing.
We’re going to keep this party going with one more post on the Inc.com column, a.k.a. The Gift that Keeps on Giving. We’ll wrap up why its whole premise, and supporting “facts,” are just plain wrong.
And, I promise no more stereotypes – not even of national magazine columnists.
