THE SALES FORCE PLAYBOOK

NO MORE COLD CALLING (INTRODUCTIONS)

If you want to get out of cold calling there are several methods to acquire prospects. Few would argue that the most effective and lucrative method of prospecting is getting introductions from clients and Centers of Influence (COIs).

All salespeople talk about building a practice/book/clientel through referrals and introductions. But why do so few actually succeed? The short answer is that they do not ask.

But the real problem is that they do not set goals for the number of times they ask for referrals/introductions per week. If they don't have a goal, any that they do receive is probably due to luck.

Your "attitude" and "conduct" regarding referrals is far more important than the "technique" you use when asking for them. If you want to become masterful at getting introductions, the first step is to set a goal for the number of times per week you will ask for them.

GET OUT OF COLD CALLING

One of my favorite expressions about cold calling is, "you never have to stand in line to make a cold call." Why, because it is the least effective method of prospecting that most of us can do.

A question I ask salespeople I work with is, "if your boss said he would fire you if you make another cold call, what would you do different?" The most common answers I receive are:

* Ask for referrals and introductions
* Network
* Get more involved with associations
* Seek speaking opportunities
* Write an article in a trade publication
* Create a web presence with a blog and/or lens
* Targeted mailings

My next question is then, "why don't you start doing those things now?"

Salespeople new to the profession or new to a position often have to do some form of cold calling. But it should not be forever as they will develop clients and Centers of Influence (COIs) that can lead them to future business.

My advice to all salespeople is to pick a date that you want to get out of the cold calling business. Between now and that day, work at becoming masterful at more effective prospecting methods.

ASSESSING SALES CANDIDATES

Check out this great article about the use of assessments during the recruiting/hiring process.