Salespeople pursuing a single point of contact when prospecting is like an engineer designing a system with a single point of failure. One mishap and your whole project crashes!
When Prospecting, Don’t Create a Single Point of Failure
My director of technology once told me about an experience he had in the early creation days of our call center. He said he had called into a local manufacturing company and was hooked up with the director of sales. He had done everything right, moving the relationship towards selling a set of training programs for the company’s sales team.
When making cold calls and opening sales calls on the phone, you need guideposts, touch points of some kind to help guide your interaction. Now, some sales trainers would say you need a script when cold calling. However, I think a cold calling script is too rigid. A sales rep must be flexible and address people where they find them mentally and attitudinally, not where the script says your prospect should be.
This post on cold calling was originally published on Dec 19, 2016 and updated with current material on June 19, 2019.
I was reading a blog post put out by another sales trainer titled “7 Ways to Make Cold Calling Easier”. It got me wondering, where do these tips come from? Were these ideas formulated by this trainer or were his insights rehashed from basic advice you can find anywhere? Was his advice based on empirical data, or was it based on opinions from his experiences in sales? And at that moment, I had an epiphany. This wasn’t the first time I came across a basic ‘tips to cold calling’ post. And it wasn’t the first time I was turned off by an article like this.
Lance Tyson is an industry leader in sales training, development, and management. Selling is an Away Game is a must read for any sales professional, sales leader, or aspiring candidate in the industry.
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