I agree. For 95 percent of salespeople they're right. It's a waste of time for them.
However, did you ever stop to think that just maybe the people that are trying to convince you might just suck at cold-calling themselves? Birds of a feather flock together! Maybe they're trying to psych you out and eliminate the competition. It's either one or the other. FACT!
I happen to be in sales as well as in the music industry and find that both of the two disciplines have similarities.
When I was 19 years old I became serious about learning how to master the guitar. Everything I read and everyone I talked to stated that "practicing scales was a waste of time and didn't work."
At first, I believed them. I had tried it, I sucked at it, wasn't fun, and it was painful and uncomfortable. The elite players didn't want to share their secrets with many so I tried to figure it out on my own. It wasn't until I was 21 years old when I was fortunate enough to study with one the true masters. He told me at my first lesson that in order to become a master, I would need to practice scales four to six hours a day. Wow! Why didn't anyone else share this before? I did what he told me to do, and it worked! Within six months the elite players were now coming out to my gigs and checking me out. They were asking, "What on earth have you been working on?” They were scared!
While living in Los Angeles, I met some incredible and inspirational people. I learned the 95/5 percent principle from master sales gurus and master rock star musicians. The 95 percent all follow the crowd leading nowhere! The 5 percent do whatever it takes to accomplish and to dominate in their industry.
I can honestly say that when I first learned and started cold calling, it was just like when I first started practicing scales. It sucked, I felt uncomfortable, it didn't make sense and my mind kept asking me—"why are you doing this?" I guess if I hadn't gone through this process before with the guitar, I would have quit and given up.
I was lucky enough to be surrounded with some of the best of the best—the 5 percent. They could make talking with strangers effortless, like they had known them forever. I studied with them, learned their techniques, tone and delivery. They all reinforced that it takes discipline, lots of practice, repetition and courage to make it. It was no accident! It was all by design.
Well, I did it, and it paid off! I mastered the art of cold-calling. So can you! Since then, I have taught literally hundreds of salespeople how to cold-call successfully. I have also helped companies and organizations move the needle in a big way! So the next time you read and article or someone tells you cold calling doesn't work, consider the source.
Would you believe it’s easier to create a sale from a stranger than someone who knows you? It’s true!
The real reason people hate cold-calling is that it's painful. Getting on stage with little preparation hurts!
Success is contagious, much like catching the flu. If you hang with someone who has it, you too can catch it!
Remember: Don't Follow The Crowd—They're Lost!