Page 48 - GS131102
P. 48
Education
StreetSmarts SM
A heated exchange on cold calling
By Dale S. Laszig In a recent MLS Forum discussion, NBDC_Leads
Castles Technology Co. Ltd. suggested that the high response rates and advanced
analytics of digital advertising have made cold calling
s there a place for cold calling in our always- obsolete. He wrote, "1 percent is generally the average
on, always-connected world? Author Frank success rate from cold calling, with 3 percent considered
Rumbauskas Jr. doesn't think so. Some members of excellent and difficult to attain. This is insane. A 1
I GS Online's MLS Forum agree with him; others do to 3 percent success rate in any other form of selling
not. Thus their recent discussion of the pros and cons of or marketing in a business would get it shut down
cold calling was spirited. immediately."
Think like a business owner
Rumbauskas would rather use leveraged systems to build
a following than dial for dollars or walk up and down The best way to bond with merchants is to think like they
Main Street asking strangers to listen to a sales pitch. do, Rumbauskas suggested. Begin by recognizing that
"The problem with cold calling is that it's a one-on-one they probably don't care about your product's features
occurrence," he wrote in his business bestseller Never Cold and benefits, even if you stayed up all night memorizing
Call Again. "In other words, you can only make one phone them.
call at a time, or knock on one door at a time. What's more,
it happens only when you're actively doing it." "There are only three things any business owner or
Look for buyers, not prospects executive wants to accomplish: increase revenues, decrease
expenses, and/or increase efficiency (profitability)," he
He went on to explain that systems get better results wrote. "You're wasting your time if you're trying to use any
than cold calls because they have built-in multipliers that other reasons to convince a business owner or executive to
keep on working even when you're involved with other buy from you."
activities. These systems are a customized mix of digital
tools that can be leveraged to attract qualified buyers.
According to Rumbauskas, successful salespeople focus Business owners who
less on selling and more on finding customers who already work smart instead of
want to buy.
Do the math working hard will generate
Rumbauskas envisions that in a perfect selling world, we continuous income regardless
would all throw out the old playbook and write a new
one, beginning with banishing the myth that selling is a of whether or not they work
numbers game. "[Sales] is not a numbers game," he wrote.
"If something isn't working, doing it over and over again every day.
definitely isn't going to work."
48
48
StreetSmarts SM
A heated exchange on cold calling
By Dale S. Laszig In a recent MLS Forum discussion, NBDC_Leads
Castles Technology Co. Ltd. suggested that the high response rates and advanced
analytics of digital advertising have made cold calling
s there a place for cold calling in our always- obsolete. He wrote, "1 percent is generally the average
on, always-connected world? Author Frank success rate from cold calling, with 3 percent considered
Rumbauskas Jr. doesn't think so. Some members of excellent and difficult to attain. This is insane. A 1
I GS Online's MLS Forum agree with him; others do to 3 percent success rate in any other form of selling
not. Thus their recent discussion of the pros and cons of or marketing in a business would get it shut down
cold calling was spirited. immediately."
Think like a business owner
Rumbauskas would rather use leveraged systems to build
a following than dial for dollars or walk up and down The best way to bond with merchants is to think like they
Main Street asking strangers to listen to a sales pitch. do, Rumbauskas suggested. Begin by recognizing that
"The problem with cold calling is that it's a one-on-one they probably don't care about your product's features
occurrence," he wrote in his business bestseller Never Cold and benefits, even if you stayed up all night memorizing
Call Again. "In other words, you can only make one phone them.
call at a time, or knock on one door at a time. What's more,
it happens only when you're actively doing it." "There are only three things any business owner or
Look for buyers, not prospects executive wants to accomplish: increase revenues, decrease
expenses, and/or increase efficiency (profitability)," he
He went on to explain that systems get better results wrote. "You're wasting your time if you're trying to use any
than cold calls because they have built-in multipliers that other reasons to convince a business owner or executive to
keep on working even when you're involved with other buy from you."
activities. These systems are a customized mix of digital
tools that can be leveraged to attract qualified buyers.
According to Rumbauskas, successful salespeople focus Business owners who
less on selling and more on finding customers who already work smart instead of
want to buy.
Do the math working hard will generate
Rumbauskas envisions that in a perfect selling world, we continuous income regardless
would all throw out the old playbook and write a new
one, beginning with banishing the myth that selling is a of whether or not they work
numbers game. "[Sales] is not a numbers game," he wrote.
"If something isn't working, doing it over and over again every day.
definitely isn't going to work."
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