Prospecting and The Myth of Mutual Exclusivity
Yesterday’s post, The Truth About Why Salespeople Don’t Like Cold Calling, generated all kinds of feedback, mainly falling into two camps. The first camp is the “cold calling is effective” camp, all of whom have had enormous success using cold calling to gain clients. The second camp is the “cold calling is a waste of time” camp (many of whom expressed how ineffective it is by describing how difficult it is).
This group made some comments which beg a response, requiring a much longer post which I will write this weekend.
The comments also brought up another myth that needs dispelled.
Prospecting and the Myth of Mutual Exclusivity
Mutual exclusivity means that I can have either A, or I can have B, but I cannot have both A and B. The myth of mutual exclusivity in prospecting goes like this: “If I use inbound marketing methods, then I can’t use cold calling methods.” Oddly enough, some comments made the opposite point: “I use cold calling, not inbound marketing.”
The problem with believing that any method is mutually exclusive is that it believes one choice is always the right choice. As I have written here before, there is no right or wrong way; there are effective choices and ineffective choices.
For some prospects, the best way in is through cold calling. For other prospects, a referral is the very best way in. Other prospects will be most easily engaged at a trade show. Some will attend a lot of networking events. Many will visit your website, and a few will fill out your contact form, expecting you to call.
Using a single method is to ignore the fact that are many ways to prospect and gain entry. I liken the choice of a single method to a weight lifter that only does bicep curls with their right arm. When asked about its effectiveness, they might say: “You don’t think this is getting results?! Look at this beast!” The results are very clear, but not what they might otherwise be.
There are many methods for prospecting and they are all simply tools. One will work best for some prospects, while another will work better for other prospects. A professional salesperson needs to have a full and complete array of tools, so that they can make the best choice as circumstances dictate. Cold calling is not the only tool.
If you have a referral who will make the call and introduce you to a prospect, by all means use that method to enter. It’s a lot easier and a lot warmer. But if you have no way in, then cold calling may be the most effective choice. Waiting for a prospect you want to visit your website and ask for your white paper is simply not a choice; waiting is simply not an effective sales activity. Use the following question to improve your prospecting in 2010.
1. What prospecting methods are you currently using? Are you using one to the exclusion of all others?
2. What percentage of the time do you use each method?
3. How effective is each method? Have you varied your approach with clients to determine whether or not you are approaching them in the best possible manner?
4. What other prospecting methods are available to you? What other prospecting methods are being used by your peer group? Your competitors?
5. Are you waiting for some prospects? How long will you wait before you act?
6. How can you be more effective by having more choices?
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