We've repeatedly pointed out that making cold calls and developing new customers is not for the faint of heart. Cold-calling requires a tough hide, a strong spirit, and a persistence very few people have. That's why the failure rate in selling is so incredibly high. One of the key strategies for achieving success is not to look like a salesperson out to shove merchandise down a prospect's throat.
ACTION ITEM
Learn to go in naked and to ask questions. That's the only way you're going to learn the needs, problems, and opportunities of your prospects. This will allow you to go back later and make that presentation with your two briefcases full of sales information.
Sandy was an attractive, enthusiastic, and sincere sales rep when she hit the road for the very first week. On Friday, she reported back to her sales manager that her sales productivity that week had been zero. He was baffled why she had had no success, because even a dog with an order form tied around his tail can occasionally get somebody to take it off and fill it in. By making sales calls with her the next week, he identified her problem. She went into unknown prospects armed with two briefcases full of literature that screamed: “Here comes a salesperson! Here comes a salesperson!” Prospects ducked and avoided her like rabbits getting out of the way of a shotgun. She had to learn to go in naked on those early calls and learn about her prospects long before she ever tried to sell them anything.