Cold Calling: Lower Head, Ram Wall and Repeat
The letter or email hits your inbox with an offer of service, and the concluding sentence that says this person you don’t know is going to call next week to discuss these important matters with you.
Please don’t, ok?
The cold call is older than fictional salesman Willy Loman—and less effective, particularly for consultants. A cold call campaign is founded on the one-two punch theory of sales. First, you send out a stack of “enticing” letters to people you don’t know, and second, you call them and solicit their business.
The underlying logic of the campaign is that having a large number of targets will work in your favor. You know that most of your calls will result in failure, but you hope a small percentage of those you contact will agree to meet with you. And from that group, some small percentage will want to discuss a proposal, and a smaller percentage may hire you.
The letter or email hits your inbox with an offer of service, and the concluding sentence that says this person you don’t know is going to call next week to discuss these important matters with you.
Please don’t, ok?
The cold call is older than fictional salesman Willy Loman—and less effective, particularly for consultants. A cold call campaign is founded on the one-two punch theory of sales. First, you send out a stack of “enticing” letters to people you don’t know, and second, you call them and solicit their business.
The underlying logic of the campaign is that having a large number of targets will work in your favor. You know that most of your calls will result in failure, but you hope a small percentage of those you contact will agree to meet with you. And from that group, some small percentage will want to discuss a proposal, and a smaller percentage may hire you.
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