If you’ve read more than two of my posts or talked with me for more than 90 seconds, you know that I don’t believe that security sales professionals should be conducting true cold calls. I love the idea of having your new sales people build their database and bang out the phones for the first few months, but after that there are so many more effective ways to get an appointment. Referrals, networking, speaking at associations, sending content, contributing to social media discussions, etc. However, after the first 90 days or so, there is still a good reason to do a few cold calls a week. Whether it’s by phone or in person, cold calls will help your sales people achieve this very important goal…
Cold calls make you sharp. Seriously, don’t stop reading because of being underwhelmed. If you do five cold calls a week for the rest of your career, you will benefit greatly from staying in shape. Do you remember how sharp you used to be? Stopping by a strange office, building rapport in seconds, and trying to schedule an appointment keeps you on your toes and at the very edge of sharpness.
So, starting today … yes, today – make one cold call per day no matter what. You’ll thank me for it.
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