Why Cold Calling Detractors Dont Belong In Sales Work

Writen by Dr. Gary S. Goodman

I've had it up to here with self-appointed sales experts who pop-off with nothing but disrespect for cold-calling.

They don't know what they're talking about and they appeal to the worst possible motivation in other salespeople: The desire to get something for nothing.

Cold calling takes work, and genuine salespeople don't mind that one bit. As Vince Lombardi, the legendary Green Bay Packers coach said, true winners love to not only be on the field of play, but to leave it, exhausted, knowing they did their best.

Show me someone who boasts that he "Prefers to work SMART, and not HARD," and I'll show you: (1) Either a certified genius who has found or built a perpetual motion machine; or (2) A liar, who not only deceives himself, but others, too.

I tell them this: IT IS SMARTER TO WORK HARDER.

There's something else about the anti-cold callers that is disconcerting. They're RISK-AVERSE. They want a sure thing, and they know that prospecting for new business is anything but certain, especially if you're too lazy to commit to it.

Every salesperson risks rejection and investing time that won't immediately pay off in a sale. But who can totally cherry-pick his prospects as to guarantee he'll always win and never lose?

I'll tell you who can do this. Passive CLERKS can; the ones who do nothing but answer inbound calls and fulfill orders from a catalogue. They don't act; they react. And for the most part, they get a nice, steady, pauper's paycheck to do that 51 weeks a year with one week off, for good behavior.

If you don't want to work hard and if you fear taking risks and you need a sure thing to feel warm and fuzzy, leave the sales game right now.

And don't bash cold callers who are really working, and producing results, for a living.

Best-selling author of 12 books and more than 950 articles, Dr. Gary S. Goodman is considered "The Gold Standard" in sales development, customer service, and telephone effectiveness. Top-rated as a speaker, seminar leader, and consultant, his clients extend across the globe and the organizational spectrum, from the Fortune 1000 to small businesses. He can be reached at: gary@customersatisfaction.com.