The Sales Management Specialists

Thursday, 22 June 2017

The Lost Art of Cold Calling





















Book Review: The Lost Art of Cold Calling - by  Matt Wanty, 2017

Perhaps no topic in the sales blogo-sphere inspires more religious zeal than the topic of cold calling.

"Cold calling is dead!", "Social media is king!"-  shout the LinkedIn headlines.

Then along comes a short book that quietly and humorously shows that cold calling is far from dead in 2017. In fact it is more effective than ever, as our customers drown in email and social media 'cadences',


The lost art of a conversation on the phone is still a critically important sales skill.

Matt Wanty claims that the ability to "open a door with a cold call is the single greatest feat a sales person can accomplish. It's the grand slam in the World Series, a Royal Flush at the Poker Championships ..." and I agree with him.

"Cold calling is control, I decide to call you when I want to call you".

Here is the reason that cold calling is totally relevant in 2017; The true value of your products and services  cannot be explained in an email, marketing flyer or a voicemail. If it could, then your company doesn't need sales people. The true value of your products and services can only be explained with a conversation. That means that new business can only come from:
  • A referral - good if you can get enough of those
  • A chance meeting, for example at a network event - also great but a limited source for many companies
  • Cold calling
I was going to summarise some of the excellent techniques from the book but its simpler to just recommend you buy* and read it - its a short read that will easily pay for itself!

You will learn
  • How to select the most appropriate people to call
  • How to avoid irritating that person as you attempt to connect
  • How to effectively mix email and voicemail with telephone calling
  • How to persist
  • What to say when you manage to get through
For a comprehensive prospecting training course that includes all of Matt's techniques and more, please have a look at our Sales Prospecting Skills coached online course.

*There is no commercial arrangement between Growth in Focus and the author or publisher.