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Yet, I keep hearing how cold calling is a nightmare, how they hate it, and how even some sales gurus say 'cold calling is dead.' Here are some of the reasons I've heard from my own sales trainees, at least in the beginning:

1) Rejection--All I got was No's and the phone slammed in my ear.

2) All I got was voice mail jail and no one ever returns my calls.

And there are others, but most come back to the same thing: the obstacle you are facing isn't out there in the cold cruel world.

Another thing would have happened if he had made the 200 calls: He'd have gotten better and better, gotten over his fear, and probably would have seen his call success improving toward the 1 in 25 calls, or even better.

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Yet, I keep hearing how cold is a nightmare, how they hate it, and how even some sales gurus say 'cold employment is dead.' Here are some of the reasons I've heard from my own sales trainees, at least in the beginning:

1) Rejection--All I got was No's and the phone slammed in my ear.

2) All I got was voice mail jail and no one ever returns my calls.

And there are others, but most come back to the same thing: the obstacle you are facing isn't out there in the cold cruel world. It resides right among your own two ears. Your own beliefs are the obstacle. It isn't anywhere else.

For this minor detail we're going to deal with the 'all' syndrome and rejection.

A vassal and I once developed a cold nicknaming principle plan. He was to make 200 cold calls in the next week. We developed the general idea of what he was going to say, who he was going to call, and how he was going to say it. Then we practiced it until he sounded natural.

When we got together the following week, I asked, So, how'd it go? 'Horrible, all I got was phones slammed in my ear, P.O.'d people and No's galore. It just didn't work at all.'

How many calls did you make?

'30, and out for all those No's, I gave up.'

How many trappings did you get?'

'Only one.'

So, what was your success ratio? How many materiel for how many calls?

'Let's see, I think that is....1 in 30, or 3%.'

And what was our original estimate. Wasn't it 1 in 25? So, how can you say that it was a failure? You weren't far off.

'.......but....but...all of those No's, 29 out of 30. That was mostly failure!'

Let's see, at 1-2 minutes per call for No's, and maybe 5+ for the yes, how many minutes did you spend to get just one appointment? Isn't that living 60 minutes to get an appointment? Not bad if you ask me. What would have happened if you had made all 200 calls?

'Maybe 6-7 appointments....Wait a minute, didn't we target 8 appurtenances for the 200 calls?!?!'

How many calls were necessary to come in your goal of 8 appendages a week? (This is probably THE MOST important question since it tells you articulately what you have to do to get the needed RESULTS).

Another thing would have happened if he had made the 200 calls: He'd have gotten rebuilt and better, gotten over his fear, and probably would have seen his call success improving toward the 1 in 25 calls, or even better.

I tell most of my clients that they need to make on 500 calls to get good at it. The trouble is that most never reach 500 calls, or if you do it takes them 2 years to do it, and by that time either the boss has eliminated you, or if you are a corporate body owner your overhead costs have eliminated you.

It all started with the 'all' syndrome. In other words our canon that

ALL we got was no's, ALL we got were Voice Mails, and that NO ONE ever returned a call.

It's the glass half full or half empty issue. That is a acceptance that in this case isn't valid.

Use the Plan - Do - Improve/Optimize scenario.

Plan what you are going to do, Do it (make sure to measure the results so you know what works and what doesn't), make changes (new plans), and Go back through that loop over and over.

Let's exploit that to the scenario above.

Develop what you are going to say, how you are going to say it and to who. Find the reasons why someone would even want to talk to you and develop it. Measure your success, measure how many successes you had out of how many calls. In most cases, it really isn't as bad as everyone makes out. Now that you have the key measurements--fix them. That means, trade off what you say, how you say it, or who you say it to, and watch the numbers. Do they go up, or down? bag what works, and learn from what doesn't. You'll see those numbers constantly moving up.

Learn the best way from the experts...get every book you can, go to training classes, hire a sales coach.

You are like clockwork in control. Don't be at the mercy of anything, someone else, the environment, the market place.


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