Cold Calling Stinks!

Let’s face it. Cold calling stinks! And the fastest way to grow sales and eliminate cold calling is through referrals.

When I started my career in executive search I worked for an IT search firm in Chicago called Keith Lamb and Associates. There was a young guy working for the company who’s name was Chris Gorman.  He was arguably the most successful of the company’s recruiters. What was most impressive about Chris was not his young age or the amount of revenue he generated but how easy he made it look. I don’t think I ever saw him make a cold call.

Chris had this uncanny ability to build unbelievable relationships with his clients and candidates very quickly, establish a level of trust (because of his high level of character and integrity) and he honored the promises he made to those people.

Before Chris ever hung up the phone he would have a handful of golden referrals (sometimes he didn’t even have to ask).  Here are a few of the things Chris taught me about the process of asking for referrals:

• Be quiet. Ask open ended questions then shut up. You have to give people an opportunity to think about it.
• Be specific about what you’re looking for. If you don't you'll end up wasting a lot of time trying to run people and companies down who ultimately will not be a fit. Nobody else can have an understanding of your business development needs like you can. It's up to you to not allow people to waste your time.
• Be honest (Peter Leffkowitz calls this rule "no reusing"). You should always be transparent about your intentions.
• Dig deeper. When someone gives you a referral you should not make a quick judgment but you should pre-qualify that person or that organization before you call on them. Don't just take a name and move on. Ask why. Ask specific questions about the person or the organization in terms of why it would be of benefit for all parties to initiate a discussion. Do as much as possible up front to per qualify the referral.
• Follow up. Always keep the person who made the referral updated on the process of the conversation. And if your business advances based upon that referral, you should always reciprocate in an appropriate manner (a hand written thank you note at the very least).

What steps do you take to minimize or eliminate your cold calling efforts?

Comments

[Micah Taintor]

Well Said. However, while it may not be the best use of time, cold calling is a good way to test your communication skills and your ability to build rapport & trust where none previously existed. It's rough and tumble sales training ground. Try it for "fun", then get back to building relationships as Cory said.

[Cory Garrison]

Good point Micah, it's like building your sales muscles. It makes everything else seem easy!

Cory