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Cold Calling and Social Sales

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I came across this graphic today in Forbes - and if you click this link, you can read the whole article by Jim Keenan

But let me share a key point made by Jim :

Communication has changed selling and the way we sell for years. Mail ended the carnival pitchman and catalogues were created. The phone put an end to the door-to-door sales, and cold calling was born. Now, social media is changing communication and how sales are made – yet again.

I disagree - “the phone put an end to door-to-door sales - and cold calling was born” …. really ? You mean all those door to door sales people weren’t cold calling ? Cold calling has been around forever and while generally it is associated with telephone calling - the fact is - anyone who approaches a prospect who was not expecting such an interaction - is being approached ‘cold’.

YOU - the sales person might well have researched and discovered all about that person in advance so that when you do cold cal that person - you know enough to be able to engage quickly - and personably - but the initial connect is COLD. Because the person you are connecting to is not expecting the call - regardless of how well prepared you are.

Even the example that the article opens up with - demonstrating the power of social media - and how twitter can be used to accelerate the conversation etc - does not get away with the fact that the initial call that when David first approached Sydney - Twitter or no - the call - as described on this article was ‘cold’.

So no - cold calling is not dead. True it is not as used as much in these modern times - but it can work - and still does - witness the example in the article !!!

Social allows you the seller - and you the buyer to be better informed, to know more. It increases the chances that you can know the person on the other side of the table - before they get to the other side of the table.

But - it does NOT remove the importance and occasional necessity of the cold call.

Tomorrow - I am going to drill into that graphic a little - because it doesn’t make sense either !

UPDATE 10th Feb - check out this post from Jeff Mayernik

Please understand, if you haven’t interacted with them before and they don’t know you – It’s still a cold call even if you know their dog’s birthday.

   


This Was Originally Posted To Beyond Bridges

The site has been closed down and the material moved to this site for posterity.

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