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.