Third in a series:
OK, let's try to make best selling marketing guru Seth Godin squirm a little. Actually, it's not that hard...just make Seth talk about cold calling and telemarketing for a few minutes.
If you read his answers carefully, you can actually hear the wretching and dry heaves in the background...
If Seth Godin was forced to go out cold calling for a week, what would a typical cold call sound like?
"Go back to my answer to the previous question you asked, Dan! Cold calling makes as much sense as propositioning people with marriage at a singles bar. I cold call people all the time--to introduce an idea, not to sell something for money."
OK, if Seth Godin was forced to do telemarketing for a week, what would a typical call sound like?
"911... Hello, officer, I'm being held against my will!"
Not surprisingly, these two outdated selling strategies don't rank that high on Seth Godin's list. That was a major theme in Jeffrey Gitomer's talk with LandingTheDeal as well.
I feel for the sales rep reading these interviews from the experts who are forced to telemarket or cold call as a part of their job. How do you change your approach to a more permission marketing model? Tough question...for some companies, permission marketing is still a long way off.
On a side note, it was fun to see Seth rattle-off a couple of quick one-liners in his answers to my questions.
Cold Calling is a necessary and critical part of the new business, lead generation process. Unlike the "Smile & Dial" techniques of yesteryear, today's telephone prospecting must be more sophisticated and respectful. The objective of an initial call to a well researched, prospective client is NOT to sell your product or service. First, it is to gather information about the company and decision maker(s), second, it is to gain permission to introduce your company and how it might benefit the prospect. The goal is to sell the next step, which is an in-person appointment, web-demo etc.
To learn more about successful strategies and techniques please vist our "Cold Calling & Appointment Setting Tips" blog at www.GenerationSalesGroup.com/blog.
Posted by: David Juris | January 18, 2009 4:25 PM | Permalink to Comment