With clarity, focus and a user-friendly approach, Frank J. Rumbauskas Jr., disposes of the antiquated notion of cold-calling as we know it. Instead, he focuses on the results-oriented methodology of a self-marketing plan — one that shows salespeople how to think, act and succeed like business owners. In Never Cold Call Again!, a self-marketing plan is defined as a marketing campaign that you build in order to generate a consistent supply of qualified leads. The purpose of this self-marketing plan, Rumbauskas writes, is to, "gain the prospect's interest without cold calling." Time is better spent cultivating an effective self-marketing campaign that results in the prospect calling you, not the other way around.
Your Self-Marketing System for Lead Generation
To be truly successful in the long term, a self-marketing system must be designed around the three cardinal needs of any potential customer: 1) increase sales, 2) decrease expenses or 3) increase efficiency/productivity. "You're wasting your time if you're trying to use any other reasons to convince a business owner or executive to buy from you," writes Rumbauskas. "Although many other goals might be important to a customer or business owner, all fall within one of these three main categories." Every message to a prospect, therefore, must be made according to one or more of these three principles. Your purpose, Rumbauskas writes, "is to gain an understanding of how your product or service will specifically increase profitability, increase revenues and/or decrease expenses. Period."
Accordingly, you will spend less time prospecting for new leads and more time answering the leads that come into you. Why? Because your marketing plan precisely meets the need of the prospect. When you cold call, by contrast, a significant portion of your time must be devoted to prospecting for new business. You are working, and when you don't work, nothing happens. With self-marketing, the system itself is working, even when you are not. "A salesperson that uses a leveraged system of self-marketing need not spend time prospecting," Rumbauskas writes. "The leads will come in automatically." A successful self-marketing plan means that the prospect wants to buy from the salesperson, rather than the salesperson trying to sell to the prospect.
Rumbauskas emphasizes the importance of a highly-inclusive self-marketing plan that utilizes the benefits of the Internet, Internet marketing, e-mail, personal Web sites, newsletters, direct mail, weblogs, seminars, consultations, publicity, networking and assistance-based "cold calling" (which contacts or responds to qualified prospects).
You Have the Leads – Now Get the Sales
Here's the fun part, and easy if you've done the first two steps correctly. Here, the point is not only to close the deal — but not to lose it by overcomplicating the process. Rumbauskas refers to this principle as The KISS Test, which stands for "Keep It Simple Stupid." "Most salespeople tend to overcomplicate the sales process and try to drag the prospect through a number of steps that are usually unnecessary, especially when the prospect is definitely qualified and has a very current need." According to Rumbauskas, injecting unnecessary corporate bravado (no matter how deserved) or excessive details about features or policies is the fastest way to lose their interest — and the deal.
Just as important as closing the deal on the qualified prospects is qualifying "out" those prospects that are not going to buy, "the single biggest time wasters for salespeople," Rumbauskas writes. "Nothing is more frustrating than being excited about getting a lead and an appointment, only to get there and find out that they're not serious." But with experience, weeding out these time-wasters from the beginning gets easier.
For those qualified prospects, present a precisely tailored proposal that fulfills one of the three cardinal principles. In addition, build a rapport that allows you to gain access to referrals and testimonials following the close of the deal.
Why We Like This Book
Never Cold Call Again! casts a new light on the field of sales and the approach to it, from a salesperson's perspective. With lively examples and step-by-step instructions, it carefully guides the salesperson to an improved and more efficient manner of building business that requires less "busy work" and more "smart work." In easily digestible chapters of 5 to 6 pages each, it redefines sales as we know it, starting from the inside out. Copyright © 2006 Soundview Executive Book Summaries