Thinking Beyond The Cold Calling Debate

by Paul Castain on May 7, 2012

Sometimes we get caught up in a discussion, debate or full blown argument to the point that our own passion for the subject keeps us away from bigger issues.

Enter the ongoing “Is the cold call dead?” debate.

And just to silence those who feel a need to define a cold call . . . let’s not! Feel free to change “cold calling” to “making phone calls to people who aren’t buying from us” so we get on with bigger and better things.

Like what?

Like what if I hate the phone and I’m not really good at cold calling (or “making phone called to people who aren’t buying from me”)?

More specifically, what if I have zero interest in getting better at my cold calling? (or “making phone calls to people who aren’t buying from me”)

Even more specifically, what if I rock at networking or doing seminars, emails or creative door openers or any one or a combination of other approaches in my “sales mix”?

Just to be clear, sooner or later, all of these things typically will come down to a discussion via phone so I’m not questioning the need for phone muscle groups but . . .

I am questioning the need for us, with all the tools that are available today to have to be good at cold calling (or “making phone calls to people who aren’t buying from us”)

Your turn . . . How important is it for an outside sales professional to utilize cold calling (or “making phone calls to people who aren’t buying from us”) if they are proficient in other ways of acquiring new business?

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