The effectiveness of cold calls has dropped dramatically in the last 15 years. When someone is in the lobby with the latest technology or on the other line asking for an appointment, our prospects no longer have the mystery of “what if?” If you really do have the latest technology, they’re not going to miss anything. When they need it, they’ll perform an online search and find out all the information they need – why would they interrupt their day to spend time with you? Cold calls are not worth your time. In fact, if you’ve been selling for the same company for more than 18 months, and you work for a commercial security integrator or manufacturer, you shouldn’t have to do cold calls – the success ratio isn’t worth the time. Your new business activity should come from warm calls – introductions from current customers, networking, and other business development activity. However, you should still do a few cold calls every week for one reason …
Cold calls keep you sharp. If you’re able to stand in front of a stranger, interrupt their day, ask to meet with the person that handles the security system, and do so in a way that disarms them … well, you can do pretty much do anything else the craft of sales throws at you. I’m not talking about emails – I mean cold phone calls or personal visits. Do two or three a week, and watch the sharpness of your delivery improve in all areas of your sales cycle. Who knows, you might even find a new customer.
