Hot for Cold Calls
It's a red-hot marketing tool. But how do you get reps to warm up to picking up the phone?
What can make an otherwise winning sales pro go wobbly in the knees, croaky in the throat and flustered all over? Cold-calling, a sales strategy wherein said salesperson calls another human who may be cranky. So why cold-call at all? Why not stick to folks who've at least expressed a scintilla of interest in your product?
Bill Stinnett, a sales trainer and consultant in Wakefield, Massachusetts, says cold-calling makes sense when salespeople are responsible for uncovering their own leads. Stinnett, president of Sales Excellence Inc., a business solutions provider, adds that instead of selling in a reactive mode, cold-calling allows reps to unearth sales gems. "It's not easy," he says, "but the value is shorter sales cycles, larger deal sizes and a lot less competition."
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