Cold Calling Versus Networking - Making the most efficient use of your time.

I have just finished reading "Cold Calling Techniques (That Really Work!)" by Stephan Schiffman. As part of this year's goal to increase business it was recommended that I read it, and I must say that there are some parts that I think might be useful. One was 'the status quo is your main competitor', a great concept when you think about it, we all dislike change. There were also some methods on what to do with negative responses during a business call that may work. However when I had finished it I felt intuitively that this method, which has been used so extensively for so long, is not perhaps the best one for the 21st century. It seems to me that you have to put in an awful lot of effort to get maybe one appointment, who is probably a tyre-kicker anyway.

I can remember from my own office days when salespeople called, I really wasn't interested. If I wanted to buy something I would be calling them. I don't think I ever bought anything from someone who cold called. In fact, part of my role as an Executive PA was to protect my employers from people they didn't want to see, trying to sell them something they didn't want to buy.

There is an interesting ebook on this subject called "Cold Calling Is A Waste of Time:Sales Success In the Information Age" by Frank Rambauskas. Whilst I can't recommend or endorse his products, I have read the free first 10 chapters of this book (rather thin at 37 pages), but it does seem to resonate with me that people do not want to stop what they are doing in their business day to answer a call from someone they don't know, telling them about a product they probably don't need.

I think my preferred option and the way I want my business to go forward is through active networking and personal introductions. If someone is in the market for your products or services, they will be receptive to you. What you need to do is to make sure that they include you in their quotes, not just your competitors. By building a good network you should make introductions that will not only get your company name out there, but people start saying, 'oh I know someone who can help you with that.' I do agree with Mr Rambauskas that it is far preferable approaching another business as an equal, rather than appearing as someone coming cap in hand begging for your business.

I recently joined LinkedIn an amazing business tool. In the past 2 weeks I have added 6 connections, which means that with their friends and business contacts, then one level down again I have potential access to introductions to over 8,000 people. It just makes sense to me. I know that personally I am going to be far more receptive to someone that a friend has recommended than a complete stranger. Not only that, I am probably seeing this person because I have mentioned that I need a certain product or service, and that friend or business college has said, 'I know this fantastic ...' So I am already much nearer to a potential sale than someone who has been cold called. I will keep you posted on whether this approach works, but it's one that I feel far more comfortable with.

So I don't think cold calling is for me, but 'the status quo is your biggest competitor', I do like that Mr Schiffman. Never underestimate a person's resistance to change. They are far more likely to buy from someone they trust or has been recommended by someone that they trust.

Pushing past your comfort zone.





As a new year begins it's a good time for reflection and goal setting. It's important to have goals that are realistic but are things that you want so badly you will push yourself out of your comfort zone in order to achieve them.


When I was discussing 2008 with my coach, he asked me to imagine that it was 31 December 2008 and to write a diary entry for that day saying what had happened in the past year. All the things that I wanted had happened, and I was looking back over the year. It was a great exercise and by putting it in writing, as if it had happened already, made it seem achievable.


At our next session I arrived feeling pretty pleased with myself, after all I had done my homework and felt ready for the challenge. My coach read my entry and then asked me, 'how much do you want this?'. I said, 'it would be really nice.' He told me to go back and rethink the goals and outcomes. It had to be something more than 'really nice', because when things weren't going well during the year, or the 100th person has thanked you for calling but doesn't want your business, what is going to make you call the 101st person?


That made me think again and I realised he was right. The driver for everything that I am doing is my family. My work allows me to be at home and available for the children. My work has allowed us to select the schools that we want my son and daughter to attend. My work frees my partner from the pressure of being the sole breadwinner. I said, 'the biggest driver for me to make that call, schedule a meeting or answer my mobile at 5 am, is to see my autistic son leave school in Year 12 with his VCE.' My coach said, 'that's it. I can see it. Go back and do it again.'


I went home and wrote a diary entry for 31st December 2016, reflecting back over the last 8 years. The image was strong enough and I want it to happen so much that I can picture it every time I pick up the phone to make a cold call or network to find a new client. I find it very difficult to sell myself and my business. I am not a great salesperson by any means, but I realise that I have to learn to do this, to push out of my comfort zone to achieve my goals.


I hope this helps anyone thinking of goal setting this year. Remember if you want it badly enough you can achieve almost anything!

Check out my profile in http://www.linkedin.com/in/clairehone