The Lost Art of the Cold Call
It's enough to convince salespeople to ditch the cold call for good. But is it a fair assessment? Is there any value left in cold calling, despite its tarnished reputation and the discouraging statistics? Plenty of experts think so.
"Cold calling is critical as a tool for salespeople who want to grow their business," said Rick Greene, MAS, regional vice president for Chatsworth, California-based HALO Branded Solutions. "It's also important as a vehicle to stay sharp, keep your skills honed and remain at the top of your game. Otherwise, you'll slump off into inertia, see your sales slowly (or rapidly) taper off and settle into a half-aware blob of reactive quotes and reorders until you fade into the wallpaper."Cold calling is training, it's exercise and it's hard work-and it's usually the last thing the average sales person wants to do," he added. "So, don't be average. Embrace it as part of your daily activity or become that blob. Your choice."
- People:
- Gregg Emmer
- Rick Greene
- Places:
- Batavia, Ohio
- California