"Cold Calling Is Dead - Thanks to Social Networking. Get Your Free eBook. Download Yours Now!"
This headline is at the top of my LinkedIn page this morning. What has happened in our profession? Google "cold call" and results return more references to the demise of this sales staple as well as a couple of 2012 links explaining the finer points of the technique ("7 steps to a perfect cold call - CBS News", "Seven Secrets to Cold Calling Success - Entrepreneur"). Contradiction in the search engine! I am confused. When did cold calling die? Must have passed away when Zig Ziglar did, in November of 2012. I still love Zig, and miss his wisdom, captured in this Top Ten Ziglar Quote List, courtesy of Forbes.com:
10) “Remember that failure is an event, not a person.”
9) “You will get all you want in life, if you help enough other people get what they want.”
8) “People often say motivation doesn’t last. Neither does bathing—that’s why we recommend it daily.”
7) “There has never been a statue erected to honor a critic.”
6) “People don’t buy for logical reasons. They buy for emotional reasons.”
5) “Expect the best. Prepare for the worst. Capitalize on what comes.”
4) “If you go looking for a friend, you’re going to find they’re scarce. If you go out to be a friend, you’ll find them everywhere.”
3) “A goal properly set is halfway reached.”
2) “Your attitude, not your aptitude, will determine your altitude.”
1) “If you can dream it, you can achieve it.”
Funny, but the term "cold call" isn't in Zig's list, be they dead or alive. As much as some folks want us to think that selling has changed (and we all need reprogramming with a fee payable to the trainer claiming to be the cold-call undertaker), the fact is that selling always has been and always will be about relationships, helping people and being sincere in everything you do. Successful advertising works the same way. So, if you're selling successful advertising, you'd better be twice as nice and twice as sincere.
Aside from learning how to write up an order and using some helpful tools, there really isn't too much else you need to know.
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