Red-Hot Cold Call Selling: Prospecting Techniques That Really Pay Off, Second Edition

Remember: It’s About Educating Your Prospect

I’d like to illustrate this point with an example. Not too long ago, one of our salespeople came to me looking a little disturbed and wondering what to do. He had just received a letter from Jan, one of his prospects in his target market, and wanted to discuss it with me. The letter said that we should stop calling the account, stop sending letters to the account, and remove the company from our mailing list. In fact, Jan wrote that we would never do business with the prospect account as long as she was the decision maker. The salesperson wanted to know what to do.

As I ripped up the letter, I referred the salesperson to the Selling Life-Cycle Paradigm: sales is a process, not an event. In fact, sales ...