Never Cold Call Again: Achieve Sales Greatness Without Cold Calling [NOOK Book]

Overview

"Cold calling is the lowest percentage of sales call success.  If you invest the same amount of time in reading this book as you do in cold calling, your success percentage and your income will skyrocket."- Jeffrey Gitomer, Author, Little Red Book of Selling

"You can never get enough of a good thing!  Read this book and USE its contents!"- Anthony Parinello, Author, Selling to Vito and Stop Cold Calling Forever

Salespeople everywhere ...

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Never Cold Call Again: Achieve Sales Greatness Without Cold Calling

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Overview

"Cold calling is the lowest percentage of sales call success.  If you invest the same amount of time in reading this book as you do in cold calling, your success percentage and your income will skyrocket."- Jeffrey Gitomer, Author, Little Red Book of Selling

"You can never get enough of a good thing!  Read this book and USE its contents!"- Anthony Parinello, Author, Selling to Vito and Stop Cold Calling Forever

Salespeople everywhere are learning the hard way that cold calling doesn't work anymore.  Yet, millions of salespeople are stuck in the past, using twentieth-century sales techniques to try to lure twenty-first century customers.  There has to be an easier way to find prospects - and there is.  Today's most successful salespeople are using modern technology to bring prospects to them, rather than fishing for prospects over the phone or knocking on doors.

Never Cold Call Again offers practical, step-by-step alternatives to traditional cold calling for salespeople, small business owners, and independent professionals who are actively building a client base. The Information Age presents endless opportunities for finding leads without cold calling. In fact, Frank Rumbauskas’s system brings prospects to the salesperson, rather than the other way around. Readers will find unbeatable sales advice on effective self-promotion, generating endless leads, how to win prospects using e-mail, prospecting on the Web, networking, developing effective proposals, and much more.

Frank J. Rumbauskas Jr. (Phoenix, AZ) provides marketing consultation and coaching services to firms who wish to provide qualified leads to their sales force rather than have them spend productive work time cold calling. He is the author of the self-published hit Cold Calling Is a Waste of Time (0-9765163-0-6).

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Editorial Reviews

Soundview Executive Book Summaries
Achieve Sales Greatness Without Cold Calling
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

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Product Details

  • ISBN-13: 9781118040782
  • Publisher: Wiley
  • Publication date: 12/3/2010
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 192
  • Sales rank: 304,416
  • File size: 418 KB

Meet the Author

Frank J. Rumbauskas Jr. started his sales career cold calling to no avail, failing to make his numbers, only to receive the useless advice of “increase your activity” from managers. He then went into a trialand-error period of several years and developed a complete system of selling that made him a top producer without cold calling. Author of the self-published sensation Cold Calling Is A Waste Of Time, Frank lives in Phoenix, Arizona, where he is a partner in several businesses including an insurance agency, a telecom services provider, and, of course, his sales training company, which strives to educate all salespeople that there are much better ways to prospect than cold calling. Frank’s blog can be found at nevercoldcall.typepad.com.
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Table of Contents

Preface.

PART ONE: A New Way of Selling.

1. Times Have Changed:Welcome to the Information Age.

A Background on Selling in the New Economy.

2. Why Selling Is Out and Self-Marketing Is In.

 Selling in Today’s World.

Why Cold Calling Doesn’t Work Anymore.

Buying versus Selling.

Selling Is Selling.

Selling Is Stupid.

3. Old Answers Are Wrong Answers.

4. Think Like a Business Owner.

Know What’s Important to Prospects.

Profit Justification.

Avoid Empty Rapport Building.

What Are Your Goals?

5. A Shift in Power.

Attaining Unstoppable Confidence.

Overcoming Limiting Beliefs.

Reframing Limiting Beliefs.

What’s Your Secret Excuse?

Your Prospects and Customers Need You!

6. The Power of Leverage and the Advantage of Systems.

Leverage Is Massive Power.

The Advantage of Systems and a System of Systems.

PART TWO: Your Self-Marketing System for Lead Generation.

7. Self-Marketing Basics.

What Is Self-Marketing?

Creating Your Message.

What You Must Communicate to Prospects.

8. A Twist on Cold Calling.

Cold Calls Are a Fleeting Moment in Time.

Creating Your Marketing Piece.

Getting Your Message Out.

Employ Leverage: Make It Automatic.

9. Powerful Phone Techniques That Work!

The Image of Supreme Power.

10. Why E-Mail Beats the Phone.

E-Mails versus Phone Calls.

Making Initial Contact via E-Mail.

Following Up via E-Mail.

Employ Leverage: Using Autoresponder Systems.

Video E-Mail for High Response Rates.

11. Traditional Direct Mail That Works.

Condensing Your Sales Message.

Formats That Get Responses.

Get Your Letters Opened.

Following Up on Your Mailer.

Employ Leverage: Automated, Inexpensive Direct Mail.

12. The World Wide Prospecting Web.

Why You Need a Personal Web Site.

Use Your Web Address Everywhere.

Building a Site Quickly and Inexpensively.

Driving Traffic to Your Site.

The Web Is the Ultimate Form of Leverage.

13. Keeping in Touch, Automatically.

The Importance of Ongoing Contact.

Advantages of a Free Newsletter.

How a Free Newsletter Builds Momentum through Leverage.

If It Doesn’t Help Them, They Won’t Read It.

Building Your Newsletter List.

Even More Leverage through Autoresponders.

14. Weblogs.

What Is a “Blog”?

How a Blog Attracts Qualified Prospects.

Setting Up Your Blog.

Driving Traffic to Your Blog.

The Goal of Driving Traffic to Your Blog.

15. Gain Prospects’ Trust through Free Seminars.

Become the Authorized Expert.

Keep It Simple and Manageable.

Getting People to Attend.

Conducting Your Free Seminar.

Convert Attendees to Customers.

16. Easily Obtain Free Publicity.

Reporters Cold Call, Too!

Why the Media Needs You.

Making the Initial Contact.

Use Leverage to Get More Publicity.

17. Be a Real Consultative Salesperson.

Be a True Consultant, Not Another Sales Rep.

Compensation.

Applying the Law of Compensation.

18. Real Networking That Really Works.

The Holy Grail of Sales That’s So Hard to Find.

Offer Real Incentives.

Keeping Your Network Updated and Motivated.

PART THREE: You Have the Leads—Now Get the Sales.

19.  The Sales Appointment Process.

If They’re Qualified, This Is the Easy Part.

The Kiss Test.

Learn to Qualify-Out.

Getting the First Appointment.

Preparing for the Initial Meeting.

A Relevant Questioning Process.

Get Your Profit-Justification Information.

Uncover the Prospect’s Real Need.

Know the Decision Making Process.

20. Developing a Relevant and Powerful Proposal.

Always Remember the Prospect’s Real Need.

The Process of Profit Justification.

Fulfilling the Three Main Business Needs.

Outward Appearance.

Avoid Clichés and Useless Information.

21. Presenting Your Proposal and Getting the Sale.

Preparation.

Know Whom You’re Talking To.

Don’t Bore Them—Stick to What’s Relevant.

Prove That You Can Meet Their Real Needs.

Product Demonstrations.

Find Out What Comes Next.

If They Don’t Buy Right Away.

22. Following Up and Keeping Your Customers Happy.

Thank You.

Obtaining Referrals.

Obtaining Testimonials.

Keep Your Customers Up-to-Date.

Your Customers-Only Newsletter.

23. Final Thoughts on Modern Self-Marketing.

It’s Based on Prospecting, but the Entire System Is Different.

Maintain the Right Attitude and Persona.

Build on Your Systems.

Always Find New Ways to Prospect.

Your Only Real Enemy Is Time!

About the Author.

Index.

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Customer Reviews

Average Rating 2.5
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Sort by: Showing all of 17 Customer Reviews
  • Anonymous

    Posted June 13, 2006

    If you have another line of employment lined up.

    The title of this book will draw attention from those not willing to do what it takes to be successful in sales. Cold calling is a science, which includes a plan, a script, and persistence. Those not willing to cold-call will not be successful in sales, unless they are fed pre-qualified leads. Let's rename this book the lazy man's guide to sales disaster. I have tried it many ways, but cold calling with a plan and technique is what gets you started until you build a reputation that will allow you to network and gain referrals. Sales is a hands on gig, sorry.

    5 out of 6 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted September 11, 2008

    Too much fluff!

    I agree with his principles but this book 'beats around the bush'. Yes, cold calling is the worst way to prospect and is a miserable way to prospect, but for goodness sakes, fella! Say your piece and be done with it. This book should have been no more than ten or twelve pages. Special Note: In addition, Frank tends to send a lot of 'offers' that are worthless come-ons from others like him. More fluff.

    4 out of 5 people found this review helpful.

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  • Anonymous

    Posted October 6, 2006

    No Thanks

    This book could have been 10 pages and contained the same amount of information. I believe it was fluffed up to make a full-sized book.

    3 out of 4 people found this review helpful.

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  • Anonymous

    Posted October 1, 2006

    Cold Reading/AComplete Time Waster

    Think about the five worst movies you've ever seen! Never Cold Call Again ranks as one of the worst business books I have ever read. The author spends too much time in the first three chapters giving examples why 'cold calling' doesn't work. In addition he tries to discredit the sales process by accusing the sales methodology of tracking who is in the sales funnel as irrelevant. Frank Rumbaukas preaches time management in the sales process but wastes the readers time with continued redundancies. I do not recommend reading this book let alone purchasing it.

    3 out of 4 people found this review helpful.

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  • Posted February 20, 2010

    A Good Start

    Its is very easy to understand and useful for those whose last experience in selling was doing cold calls. There is something about someone else telling through a book what we already know about networking. The only thing I found missing, was a broader explanation of key elements on current strategies. I would have found more useful this book with actual examples of his new techniques. This book is a good start.

    1 out of 2 people found this review helpful.

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  • Anonymous

    Posted November 2, 2006

    Best sales book ever

    This book lays out, plain and simple, a very effective 'how-to' series of steps that anyone who sells for a living can use, immediately to generate leads. I can see where the old dictator managers would not like this book. After all, their entire ego depends on ordering their sales reps around to make 100 cold calls a day. However, for those who want results and who base their success on results, and not on how many cold calls they make every day to satisfy their ego, this book is the answer. This is the best sales book I've ever read, and I've read dozens, mainly because this is effective information that can be utilized immediately and effectively.

    1 out of 2 people found this review helpful.

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