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But let me share a key point made by Jim :
Communication has changed selling and the way we sell for years. Mail ended the carnival pitchman and catalogues were created. The phone put an end to the door-to-door sales, and cold calling was born. Now, social media is changing communication and how sales are made – yet again.
I disagree – “the phone put an end to door-to-door sales – and cold calling was born” …. really ? You mean all those door to door sales people weren’t cold calling ? Cold calling has been around forever and while generally it is associated with telephone calling – the fact is – anyone who approaches a prospect who was not expecting such an interaction – is being approached ‘cold’.
YOU – the sales person might well have researched and discovered all about that person in advance so that when you do cold cal that person – you know enough to be able to engage quickly – and personably – but the initial connect is COLD. Because the person you are connecting to is not expecting the call – regardless of how well prepared you are.
Even the example that the article opens up with – demonstrating the power of social media – and how twitter can be used to accelerate the conversation etc – does not get away with the fact that the initial call that when David first approached Sydney – Twitter or no – the call – as described on this article was ‘cold’.
So no – cold calling is not dead. True it is not as used as much in these modern times – but it can work – and still does – witness the example in the article !!!
Social allows you the seller – and you the buyer to be better informed, to know more. It increases the chances that you can know the person on the other side of the table – before they get to the other side of the table.
But – it does NOT remove the importance and occasional necessity of the cold call.
Tomorrow – I am going to drill into that graphic a little – because it doesn’t make sense either !
UPDATE 10th Feb – check out this post from Jeff Mayernik
Please understand, if you haven’t interacted with them before and they don’t know you – It’s still a cold call even if you know their dog’s birthday.