Cold Calling isn’t Everyones Cup of Tea!

I was asked by Bryher Scudamore over lunch this week in Carrlucios near The British Library in London for the best way to make a cold business call to a prospective customer. Bryher has developed a business called Autodotbiography Ltd which is a brilliant idea and which she developed following a successful career in consumer journalism including 25 years as Editor of the TV favorite “Thats Life” which starred her good friend Esther Rantzen. Cold calling is something that most salespeople would prefer to avoid if at all possible, however approached in the right way it can be a very effective tool in your sales & marketing programme. Bryher is an exceptionally open person who quite rightly fully believes in her product (which is fully deserved of the accolades & awards it has recieved) so go to her website and check it out). I won’t explain it here but have a look for yourself especially if you are a grand parent or are lucky enough to have a grand parent.It really is brilliant and you have the benefit of knowing that the person behind it is committed to deliver something that you will treasure for life.

Anyway I digress so back to cold calling! I don’t know about you but I hate those damned autodialers! in our office we must field about 20 a day and invariably when our staff take the answerphone off each morning they are met with dial tone after dial tone where autodialers have been ringing in overnight.Business for me has always been a personal thing and for many years now I have only done business with people I like,trust,and can build a long term relationship with, and I find that difficult with a robot! People buy people so if you make that cold call yourself and approach it in a committed but warm and non confrontational & honest manner you will achieve much better results than a machine ringing from 6000 miles away! in my opinion it is best to forget all that parrot text taught to the likes of me and my very close friend Barry Charman in the early 1970s. Barry who was an exceptional commission only salesman at the time always paddled his own canoe, and at a time when salespeople were taught to always wear a suit and polished shoes Barry decided to dress down instead, (which is his natural state it has to be said!). Sorry Barry, you have many great assets including honesty, tenacity,enthusiam, intelligence and great ability in many areas but somehow the old dress sense gene missed you when it was dished out!Turning up for dinner at my place one evening wearing red shorts, sandles, socks and a pink T shirt probably won’t win many fashion awards but Barry focuses on more important things such as running his brilliant Aga burner and spares business which I will mention in a future blog because it has serious implications for those of you who have green and enviromental issues at heart. I will write a complete list of tips on cold calling in my next blog but in the meantime take heart from the fact that approached in the right way it can be a great new business facilitator and way of prospecting. As I always say “if you have a great product which does what it say’s on the tin, tell everyone you meet about it and be proud that you do”.



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