Everybody knows that there are some major differences between calling a random prospect, and having a prospect call you. One difference is that it is more satisfying, and in many cases, rewarding, to talk to someone who knows what you sell, and contacts you about it. Another contrast is that they start with two different techniques.
I once got a cold call from a telemarketer. Immediately after her pitch, I told her that I wasn’t interested in their service. Then the woman said something interesting. She said, “Yes, of course sir. If you wanted [service], you would have called us.” Then she thanked me and politely ended the call.
There were two reasons why I was impressed with her response. For one, most salespeople I’ve said “no” to would just keep going for the sale. Granted, only 2% of sales are made on the first call, however, many salespeople use that first call to talk the “prospect’s” ear off, no matter how disinterested that person is, and regardless of whether they even have a use for the product. These are what I call Chasers.
The other reason why I liked the saleswoman’s response is that it was an interesting point that I hadn’t thought of before. In this internet-obsessed era, just about everyone is looking for problem-solvers, whether they be people or objects, and finding them at lightning speed. In other words, those poor marketers who leave trails behind are being chased by prospects.
By leaving trails, I mean these marketers use strategies that attract and lead people right to them. They educate and entertain people via YouTube and *ahem* blogs. They use passive marketing tools. They organically make new friends and acquaintances, then earn the right to get streams of referrals from those people.
Brian Tracy said that from early childhood, we’re exposed to so many ads per day that we develop sales resistance. By nature, we tend to avoid salespeople when they make the first direct move. Even those of us who work in sales and use the methods ourselves are guilty of throwing out flyers and hanging up on telemarketers!
Most people want someone to help solve their problem, not pee on their leg and tell them it’s raining. Rather than chase people and try to convince them that they need your stuff, why not put yourself in the path of people who actually do need it? They’ll be much more likely to pay you than some fool who called them at 7:00AM just because their name was on a generic “hot leads” list made 3 years ago! Even if they don’t say “yes” right away, they’d rather call back or accept a follow-up from you, rather than they amateur who tried to convince them.
Make a nice day!