Wendy Weiss debunks cold calling myths to help you fill your prospecting pipeline
Every so often, Wendy Weiss (the Queen of Cold Calling) comes across my radar. For example, about a year ago, I read an article Wendy had written and was sufficiently impressed that it formed the basis of a blog entry I wrote here, titled How to nip cold calling mistakes in the bud.
Because the topic is Cold Calling — and I have to admit I’ve had aversion even to the name — I almost did not sign up to attend Wendy’s webinar last week called “How to Sell Your Way Out of a Sales Slump.”
I actually do not know how I came to know about it only about 24 hours before it was to happen, but I am very glad I attended. It absolutely shot holes in my perception of what cold calling is.
Before I share with you what Wendy calls “Insidious Myths of Cold Calling,” on the webinar, she acknowledged that the phrase “Cold Calling” is itself a loaded term.
Her answer to that?
“Call it something else, if that supports your ability to be successful.” An example might be referring to Cold Calling as “Introductory Calling” or even “Networking.”
Sometimes a simple name change makes all the difference in the world. But, what if you (like me) had an incorrect understanding of what Cold Calling is in the first place?
Wendy Weiss address 4 specific Cold Calling Myths right upfront:
Myth #1: “Cold Calling is a Numbers Game.” Of course you have to dial the phone to talk to prospects, but simply calling anyone with a pulse is not an effective use of anyone’s time or effort.
Myth #2: “Open Up the Phone Book and Start Making Calls.” No wonder people hate cold calling! Like Myth #1, blinding calling random people in the phone book is a recipe for disaster and is neither efficient, nor sustainable.
Myth #3: “You have to go through the Nos and the hang-ups until someone finally says Yes.” Talk about demoralizing! This is also the “Numbers Game” mentality, which positions you as a telemarketer rather than a professional.
Myth #4: “You have to practice rebuttals because prospects just want to get you off the phone.” Cold Calling is a skill set that can be mastered, and that skill set is about saying the right thing so that people say “Yes,” not about knowing what to say when people say “No.”
What a load off to finally debunk these myths about cold calling!
And when you come to think about it, attending a networking meeting and going up to a perfect stranger to introduce yourself is something of a “cold call.”
In fact, Wendy says that the same communication skills that are necessary for success with other forms of prospecting are also needed when using cold calling as a prospecting strategy. In all cases, these skills require learning and practice.
So, why would I choose cold calling over other prospecting methods?
Well, if you are using other prospecting methods and are consistently getting qualified leads and prospects, then you absolutely should continue doing what is working.
That said, I think none of us should be all of our eggs in one basket. Our businesses should have multiple points of entry and ways for people to experience what we have to offer them.
Wendy Weiss offers an additional perspective on Cold Calling versus other prospecting methods.
Most marketing, she observes, is “inbound.” That is, it depends on the prospects themselves getting in touch with you rather than the other way around. This makes tactics like referral marketing, advertising, networking, and Web 2.0 activities (as they are typically practiced) inherently passive because you have to wait for someone to do something.
Cold Calling is active marketing because you go to the prospect to invite them to have a meeting with you.
How do you do this successfully, in a way that feels magnetic, authentic, and fun?
Wendy Weiss offered 5 Keys to Successful Prospecting with Cold Calling on the very informative webinar last week. Unfortunately, she didn’t make available a recording, but fortunately, I took good notes!
In a future blog entry, I will share her 5 Keys to Successful Prospecting with you so that you can begin putting the ideas to use. They will support you whether you decide to adopt cold calling as a new marketing strategy or if you simply want to improve the rate of success of your existing marketing.
You’ll be happy to know the 5 Keys apply powerfully to both inbound and outbound methods of filling your prospect pipeline.
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