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Name. Number. Click.

Frost on a pine needle
Creative Commons License photo credit: Lida Rose

Cold calling. Really.

Or maybe this particular call should be considered warm, since this vendor and I have what most doctor’s offices would consider a “relationship”. Only a doctor’s office would consider it such a thing, but I digress.

Anyhow, a vendor rep called me not long ago. I let the call go to voice mail because I was busy and in the middle of something. (Hint: You should do more of that unless taking calls is your job.)

The odd thing about the call was that the person left their name and number, but didn’t bother to address me, suggest a reason for the call, or give me a compelling (much less lousy) reason to call back.

Name. Number. Click.

That’s what I got.

Why exactly did you call?

I was reminded of Raymond Chen’s “Is that i or y?” post when I got the call.

If you are going to depend on cold (or even lukewarm) calls to make your sales quota (or your business profitable), one thing would help.

  • Appear to give a darn when you call. “Name. Number. Click.” doesn’t leave that impression. Nor does a “Oh my will this day *ever* be over” tone of voice.
  • Leave a message – but not just your name and number and a click. Give me a compelling reason to drop everything else I have going on and call you back right away. If you don’t have such a reason, then cold calling is a poor way to sell your stuff, no matter how valuable it might be. It’s ok that it isn’t so romantic or enticing that I don’t call you right back  – but it had still better bring some value and/or intrigue to the table. Provoke me to be interested. “Name. Number. Click.” doesn’t do that. Not even close.
  • Find a way to improve your sales process. I really doubt that management would suggest calls made like that. I can just about guarantee they’d never return a call like that. “Name. Number. Click.” calls just don’t get returned. So why make them?

OK, so that’s three things. I could continue, but let’s keep it simple.

Back to #3 on that list. Make a serious effort to improve. Just about any sales self-improvement author could help, like Tom Hopkins, Chet Holmes, Zig Ziglar, and if you want to focus specifically on sales calls, Art Sobczak.

The “Name. Number. Click.” thing isn’t working at all.

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