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It's like having to put a beloved pet to sleep. It was the best thing, the most humane way, but it's just never easy. As the things in our lives become outmoded, as we grow to learn and strive for more, we have to also learn to let go of ways that we existed in the past, ways that are no longer applicable to how we've advanced. There are two things in sales that are not persuasive and will absolutely hinder your results. This article is about one of them. Cold calling. I had a student ask me in a seminar recently how the process of criteria elicitation applies to cold calling. The hard, cold truth is: you cannot apply this to cold calling as a general rule. Cold calling is not selling. It's marketing. Learn how to market, spend money on marketing and actually market your product or service. Forget about cold calling as a sales technique. If cold calling is a part of the business that you're involved in, supplement it with real marketing. Some businesses have to cold call. For example, realtors farm area, at least an awful lot of them do. There are other ways to do it, but some will choose to cold call. It does work in that profession. Stock brokers sometimes have to prospect by telephone due to compliance issues and this method actually works in this scenario as well. Maybe you don't have options, and cold calling is it. Well, if that's the case, just don't confuse marketing with selling. In persuasion sales, we're looking for people who have their hands raised. As in: 'I'm looking for a product or service similar to what you have.' Cold calling, is the process of trying to get someone to raise their hand. After their hands are raised, then criteria elicitation becomes an issue. Unless you LOVE to cold call and unless your business requires it, I'd advise to stop at once. There are less painful, more productive ways to market which create steady, reliable streams of traffic. It's time to let this one go. Sorry old pal, your time has come. As with 'features and benefits', our time together must come to an end. Article Source: http://www.articlewheel.com
Kenrick Cleveland teaches techniques to earn the business of affluent prospects using persuasion. He runs public and private seminars and offers home study courses and coaching programs in persuasion techniques.
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