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.
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Great post. Duct Tape Marketing is such a great resource. Another blog to add to the list is Seth Godin http://sethgodin.typepad.com/ A great innovator in helping to reinvent your brand, marketing and sales strategy.
ReplyDeleteMichael,
ReplyDeleteYour cold calling commentary is a bullseye! Although, I will admit to emailing and picking up the phone to call folks whose names I hear in conversation or read about in an article. The call is never intended to "sell" anything, but has resulted in future business.
After looking at Sensio's web site, I would also comment that your abilities as a CEO seem to be driving your company in the right direction. As another work-in-progress, I thought you might appreciate that feedback! I was prompted to look at the web site because a former sales rep of mine who now works for you contacted me.