In some ways it's like having to put a beloved pet to sleep. We know that it's the best thing to do, but want to keep them around for our own benefit. Having to come to terms with what's best for the pet is really tough.



There are many things in life that become outmoded--hair styles and fashion are a good example. Perhaps you've saved all those leisure suits or bell bottoms. Just as these look crazy on us at a certain point, there are things we do that can become outdated.

There are two things in sales that are not persuasive and will absolutely hinder your results. This article is about one of them.

Cold calling.

At a recent seminar an attendee asked me how criteria elicitation can be applied to cold calling. And my answer, in a nutshell was: It can't.

Here's why: cold calling is not selling. Cold calling is marketing. So I tell all of my students who cold call: STOP IT. Spend money and market yourself or your product or service.

If cold calling is a part of the business that you're involved in, supplement it with real marketing.

There are a few business that have to cold call. I understand that. Realtors farm areas all the time. It works in this profession and more likely still, they don't cold call, but they cold visit getting the face to face element to work in their favor.

And some stockers cold call prospect. Compliance hurts some businesses and cold calling is the only means to new business.

Maybe you don't have options, and cold calling is it. Well, if that's the case, just don't confuse marketing with selling.

In sales, in persuasion, even in relationships, we are looking for someone with a raised hand. Cold calling is getting someone to raise their hand (marketing). Once their hand is raised, criteria and sales become the issue.

Unless you LOVE to cold call and unless your business requires it, I'd advise to stop at once. There are less painful, more productive ways to market which create steady, reliable streams of traffic.

It's time to let this one go. Sorry old pal, your time has come. As with 'features and benefits', our time together must come to an end.