Why I Probably Won't Answer Your Call

Have you ever seen a quirky ad and dismissed it? Then you see it again and again and realize, "It must be working if they keep running it!"

For the most part, that is probably an accurate assumption.

Yet, the persistent perpetuation of poor sales practices can't share that same observation, can it?

The assumption: Cold calling must work if salespeople keep doing it.

The reality (okay, my reality) is if by some miracle of miracles, they get past my receptionist, then my assistant, and my caller ID, I am pretty quick to size them up as selling something I don't need. Why would I then bother to visit face to face if you can't persuade me with any compelling argument other than "it will only take a few minutes of my time?" Or what of those 'follow up' letters or emails that say something like:

“Hi there, I’m the guy who cold-called you and left me a message. I know that you haven’t called back, but I figured that if I sent you a letter, and then called you again, that somehow everything would change in your mind, and you would speak to me… by the way, I have a program that is good for you (but I offer no compelling evidence to such), and here is everything you need to know about me so that when I call, you can be assured of our superior smarts. I will only need a few minutes of your time...”

This is a “chase and pester” marketing piece that I frequently get and routinely ignore…and you probably do too.

How many cold callers have you ever done business with? Pretty low percentage, I'm guessing. Ever hear of those heart-warming cold calling stories where the owner says, "I almost didn't speak to this sales guy and I had no idea how his product would dramatically shape the success we were having as a business. If he hadn't come, there is no way we would be speaking today..." Are you with me? Just doesn't happen, does it.

I'm not suggesting that cold calling doesn't ever work, or that empty follow-up letters don't garner some response, but I do suggest there are more effective methods with higher ROI.

However, most small businesses use under-trained, call-reluctant salespeople as their primary marketing method. I think that is a waste of money.

May I suggest a few resources to educate yourself as well as receive valuable content on your marketing efforts?

Duct Tape Marketing
http://www.ducttapemarketing.com/

Dan Kennedy and Bill Glazer Inner Circle
http://dankennedy.com/

Monopolize Your Marketplace
http://www.mymonline.com/

If you read and apply any of this, I just might call you back.

It’s just mythology, right?

You remember this Greek myth I’m sure, but probably not the name of Sisyphus. By command of Zeus, Sisyphus was compelled to roll a huge rock up a steep hill. The curse was that before reaching the top of the hill, he would lose control, and the rock would crash its way back down the slope, forcing him to begin again. It was a punishment befitting his arrogance.

Some might identify with the futility of such labors that never find a conclusion. Never ending tasks; perpetually incomplete projects; decisions held in aggravating abeyance. It is called, “The Sisyphus Syndrome”.

Less known about is the ignorant step-brother of Sisyphus. His name was Busyphan. He was neither cursed nor reviled by the gods, but instead was left to his own genius and whim. He was an appointed govenor of the people. Despite the freedom and power, he was debilitated by distractions. He held no objectives like his brother to push the stone to the summit, but rather he wasted the days of his determination with a fascade of work that held little importance.

Busyphan spent countless hours corresponding on affairs that held neither consequence nor conclusion. He presided over menial matters by gathering together the populars who would profess, interpret, expound and pontificate. No decisions need be made. They could fill their bellies with contented extrapolations, but not with moving the status quo. It is called "The Banality of Busyphan".

Very few will identify with Busyphan, but many can easily see his inabilities manifest in their coworkers and supervisors. Busyphan could never count a drop a sweat to any action other than email and meetings and a regurgitive rehash of the seemingly same subjects week after week. Blood or tears would never mark any work deemed noble or great.

Tragic characters. Tragic circumstances. Tragic little accomplished. But then again, it’s just mythology, right?