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Cold Calling, Rest in Peace

By: Kenrick Cleveland...

Endings are hard. Sometimes we cling to people, places, things, that we've outgrown, because of a nostalgia, or out of habit.

It's like having to put a beloved pet to sleep. It was the best thing, the most humane way, but it's just never easy.

As we grow, learn, strive, we have to let go of ways that we functioned in the past, ways of being that no longer apply to our present selves.

I'm about to reveal to you 1 of 2 things that I absolutely believe you should NOT be doing in persuasion. These things are NOT part of persuasion and will hinder your results when you carry them out (hint: the 2nd of the two is in the last sentence of this post)...

Cold calling.

At a recent seminar an attendee asked me how criteria elicitation can be applied to cold calling. And my answer, in a nutshell was: It can't.

Here's why: cold calling is not selling. Cold calling is marketing. So I tell all of my students who cold call: STOP IT. Spend money and market yourself or your product or service.

If you're in a business in which you must cold call, supplement it with real marketing.

Some businesses have to cold call. For example, realtors farm area, at least an awful lot of them do. There are other ways to do it, but some will choose to cold call. It does work in that profession.

And some stockers cold call prospect. Compliance hurts some businesses and cold calling is the only means to new business.

So in that instance, maybe all you have available to you is cold calling. Even if that's the case, don't confuse it with selling.

In sales, in persuasion, even in relationships, we are looking for someone with a raised hand. Cold calling is getting someone to raise their hand (marketing). Once their hand is raised, criteria and sales become the issue.

Unless you LOVE to cold call and unless your business requires it, I'd advise to stop at once. There are less painful, more productive ways to market which create steady, reliable streams of traffic.

It's time to let this one go. Sorry old pal, your time has come. As with 'features and benefits', our time together must come to an end.

Article Source: http://www.gcyarticles.com

Kenrick Cleveland teaches strategies to earn the business of affluent prospects using persuasion. He runs public and private seminars and offers home study courses and coaching programs in persuasion strategies.

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