Stop cold calling and increase business

It sounds contradictory, but as all things evolve so has the sales process. Rather than showing up to businesses without an appointment (the same goes for calling them out of the blue) begin working to establish yourself as the one that people come to when they need the best in your field of expertise. There are many ways to do this, such as writing articles (or even an entire book), public speaking on your industry, newsletters (web, print or both), hosting radio or television shows on your industry and anything else that you can do to provide information to your prospects at no cost to them.

This may seem counter productive - giving something away that you would normally charge for, but lets break it down and see why it really does make sense.

1. The people who are only interested in your service when it’s free obviously will not pay for it. They will usually tell other people looking for the same type of information about you/your company though - which means more prospects for you.
2. You will maintain TOMA (Top Of Mind Awareness) by appearing in the media often and through various mediums. When the time comes for your prospects to invest in your product/service there is a much higher probability that they will call you first.
3. You will establish more credibility in your field which will often shorten your sales cycle.
4. You will help the people that need, but can’t yet afford your product/service, who will in turn usually become your clients down the road. Even if they don’t, think of it as your way of giving back to society!

Now stop cold calling and increase your business!