Updated May 22 at 4:22pm

The new cold call – it is not cookie-cutter

“Jeffrey, come down to the office, there is a guy here who has cookies for you! They’re those Biscoff cookies, the ones that you like.” More

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ADVICE

The new cold call – it is not cookie-cutter

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“Jeffrey, come down to the office, there is a guy here who has cookies for you! They’re those Biscoff cookies, the ones that you like.”

How could I resist? I love those cookies. I’ve eaten them for years, predominately on airplanes, more predominately on Delta. They also have them in the Delta lounge, and occasionally you can find them in the grocery store.

For 10 years, my good friend, the great Nido Qubein, sent me a case of Biscoff cookies for Christmas. They were usually gone by the first of January.

When I got to my office, Bradford Coons, was beaming from ear to ear. His ploy had worked. But in reality, he was not just giving me the cookies, he was representing the cookie company, Lotus Bakeries.

He demonstrated his special “100 cookie caddie box” door opener.

And went on to enthusiastically explain that this new product package was being designed for corporate America, and salespeople in particular. It could even be customized with the company logo or photograph.

At a very reasonable wholesale price, I quickly became interested in using the product myself. I thought it would make a great gift (people always give what they want to get – keep that in mind while you are shopping this holiday season).

I decided to try the cookies at our next public seminar event. As an enticement, Stephanie and Elizabeth strategically placed one Biscoff on the table at each seminar participant seat. Using the potato chip philosophy, you can never eat just one, they figured all the boxes of cookies would be gone by the end of our two-day event. And except for one box, they were correct.

But let’s go back to the original cold call.

Bradford Coons did not make a cold call, he made a strategic, targeted cold call, in fact that day, I was his only cold call. He was well-prepared, got through to the decision-maker, created engagement, made the sale and left smiling.

How targeted are your cold calls?

How strategic are your cold calls?

How pre-prepared are your cold calls?

How engaging are your cold calls?

And here’s the killer question: How successful are your cold calls?

If you know me, and my sales philosophy, you also know that cold calling is at the very bottom of my list, with respect to making sales connections and sales. Especially in these times, there are smarter, better ways of making a cold call. And my definition of cold call is not “dialing for dollars” or “calling from a list” or selecting a category and making random calls either on the phone or in person. Those strategies are a total waste of time, and “no” is 98 percent of the outcome – or more.

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