Monday, May 25, 2009, 9:51am MDT | Modified: Monday, May 25, 2009, 9:53amCold calling is 'No. 1 tool' of heavy hitters
Denver Business Journal - by Dolly Penland Jacksonville (Fla.) Business Journal
James CrichlowBob Hawkinson uses cold calling as part of a larger sales strategy for Total Lawn Care.View LargerOne of the most effective ways to generate new business is with good old-fashioned cold calling. So, why don"t more businesses do it?
"The No. 1 reason executives say they don't cold-call, whether going in face to face or getting on the phone and setting an appointment, is the lack of time," said Steve Goranson, owner of ActionCOACH in Jacksonville, Fla. “What that is really telling me is that going after and generating new business isn’t that important.
"Make it part of your everyday schedule. Set aside 15 minutes or 30 minutes a day to make two, five, 10 phone calls. Even the busiest person has time to do two or five phone calls a day that will generate new appointments."
Others are loath to cold-call, saying it just doesn't work.
"It absolutely works; the problem is for some, cold calling is so incredibly painful," said Steve Waterhouse, president of Predictive Results. "If you have the personality style that works well for cold calling, it's natural. If you don't, it's naturally painful.
"But cold calling definitely works," Waterhouse said. "It is the No. 1 tool used by heavy-hitter salespeople to make the contacts they need to make the big sale."
One of the most effective ways to generate new business is with good old-fashioned cold calling. So, why don"t more businesses do it?
"The No. 1 reason executives say they don't cold-call, whether going in face to face or getting on the phone and setting an appointment, is the lack of time," said Steve Goranson, owner of ActionCOACH in Jacksonville, Fla. “What that is really telling me is that going after and generating new business isn’t that important.
"Make it part of your everyday schedule. Set aside 15 minutes or 30 minutes a day to make two, five, 10 phone calls. Even the busiest person has time to do two or five phone calls a day that will generate new appointments."
Others are loath to cold-call, saying it just doesn't work.
"It absolutely works; the problem is for some, cold calling is so incredibly painful," said Steve Waterhouse, president of Predictive Results. "If you have the personality style that works well for cold calling, it's natural. If you don't, it's naturally painful.
"But cold calling definitely works," Waterhouse said. "It is the No. 1 tool used by heavy-hitter salespeople to make the contacts they need to make the big sale."
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