Don't Abandon Proven Sales Techniques!

I try to be an astute observer of the literature that crops up in sales and marketing, and of course, I contribute my share.

One of the things that I find astonishing is that there is always a huckster’s huckster, someone who touts the idea that proven, conventional selling tools are old hat, obsolete, unnecessary, or outright harmful.

For instance, you’ve probably seen the ad on the web that claims cold calling doesn’t work, or that it’s “dead.”

Horse feathers!

It’s as alive as we are.

If the same purveyor of this pap said cold calling isn’t as successful as contacting warm leads, people who have expressed interest in your product, then he’d be making a reasonable point.

Instead, he overstates the case, most likely in the interest of getting our attention. But it’s a con.

Cold calling works fine, and in many situations it’s the most direct and fastest way of building your client base.

Another myth is that closing is ineffective or offensive, that prospects should close themselves.

That is ideal, and there are methods for making that happen, largely through what has been termed consultative selling or what I have developed: “The New Telemarketing ™.”

However, it’s not enough to lead most horses to the water, you have to help them to drink it by overtly asking for the sale.

Just a little nudge in the right direction can do it.

Let’s say you’re talking features and benefits with a prospect and you come to a lull in the chat. At that time, if you just smile and say, “Okay?” the prospect will probably give you his approval.

Granted, an “Okay?” in the middle of nowhere seems odd, but isn’t it odder to prolong the silence until it becomes obviously uncomfortable?

I’m using this ultra-simple illustration to demonstrate that closing is really a natural part of the conversational process and not an artificial device that must sound stilted or strategic.

Also suspect is the recently trendy idea of “permission marketing,” but I’ll save my discussion of this newfangled notion for another day!

Dr. Gary S. Goodman, President of Customersatisfaction.com, is a popular keynote speaker, management consultant, and seminar leader and the best-selling author of 12 books, including Reach Out & Sell Someone® and Monitoring, Measuring & Managing Customer Service, and the audio program, “The Law of Large Numbers: How To Make Success Inevitable,” published by Nightingale-Conant. A Ph.D. from USC's Annenberg School, a Loyola lawyer, and an MBA from the Peter F. Drucker School at Claremont Graduate University, Gary offers programs through UCLA Extension and numerous universities, trade associations, and other organizations in the United States and abroad. Headquartered in Glendale, California, he can be reached at (818) 243-7338 or at: gary@customersatisfaction.com.

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