You’re stuck at your desk at the beginning of another work day and you know you need to ‘make some cold calls’ in an attempt to generate meetings with some targeted prospects. This is at least what your sales management wants you to do because we all know that most people think (either correctly or incorrectly) that sales ‘is a numbers game’. You and I most likely are VERY sick and tired of this.

‘Sales Is a Numbers Game’

I swear if I hear this phrase one more time I’m going to commit ritual samurai suicide.

So there you go with your prospect list (if you even have one of these, because your employer probably didn’t give you one) smiling and dialing. Your management might even encourage you to do those annoying things that make you feel stupid like putting a mirror on your desk so you can get the ‘ole ‘smiling’ and dialing’ activities started.

If your experience is the same as mine then straight cold calling done by a sales executive is usually a non-effective sales activity, but extremely effective at wasting your time with no results.

One way out of this rat hole is to challenge your management to make a call for you. Here’s what I mean: The teams I was supporting during our cold calling efforts would sometimes get our National VP of Sales to make a cold call to a targeted account for the sales executive and use his title. A title sometimes goes a long way. We were lucky to have a VP of Sales who was willing to help out and he was more effective making a cold call into another VP or C-level executive because of his title. It can work more effectively because your prospects get the impression that your organization is taking their business more seriously that a VP took the time to call them.

Now what if you don’t have a cool enterprising VP who willingly makes calls on your behalf? Some ways to get that person motivated can be:

  • Go ahead and write up a script for the VP to loosely follow.
  • Tell your VP to keep the call short with a soft sell and ask for the meeting to determine if there is a fit between your company and your prospects’ company.
  • Lie (just kidding) but you could exaggerate your title. If you’re a sales executive can it be a stretch to call yourself a business development manager for your territory? Or that you’re head of business development for your prospect’s specific area? If that’s something you can get away with then try it.

The bottom line is that some prospects respond better to another senior level person calling on them.


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