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Three Practical Objections Against Cold-Calling To Sell Premium IT Solutions

Believe it or not, Carl Lewis has undoubtedly been one of the greatest athletes in US sports history. During his career he won nine Olympic gold medals and eight World Championship gold medals. He became an athletic icon.

But this iconic status got somewhat shattered when, in 1987, he decided to get into music, and created the pop “masterpiece”, entitled “Break it Up”.

Rightly or wrongly many of his fans started ridiculing Carl for his musical act.

So, what does this event have to do with cold-calling?

Well, just as Carl’s brave act alienated him from lots of his fans, cold-calling alienates sellers from their target markets.

Today, in the age of suspicion and scepticism, buyers regard cold-calling, that is, calling them, a hanging offence, and I bet some of them are working hard on criminalising cold prospecting.

Buyers rightfully believe they have the right to buy whenever they are ready, not when sellers try to ram something down their throats.

And buyers raise massive walls, well, peddler fodders, to keep peddlers outside of their operations at a safe distance.

And what do sellers do?

Well, this is what we try to figure out this month’s brain-boilingly stupefying episode of Tomicide Solutions, entitled, Three Practical Objections Against Cold-Calling To Sell Premium IT Solutions.

This entry was posted on Monday, June 27th, 2011 at 12:10 and is filed under Lead Generation, Market Positioning, Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

  • Clamdobber

    Hey, I just saw your faq on Direct Response vs Image Marketing. You’re exaggerating the uselessness of image I’m pretty sure, I think Coke, McDonalds, Milk, the City of Las Vegas, etc. would agree. Like, sending a flyer telling people why they should come to Las Vegas will never ever work as well as those commercial spots with the headline “What happens in Vegas stays in Vegas” as artful and vague as those commercials were. This is true no matter how good a writer you are, and how catchy the headline is on the flyer or whatever.

    Direct Marketing has its place, when done well and not like a car salesman or get-rich-quick scam,

    but any B2C industry that wants to go beyond their own neighborhood or a small corner of the internet, will need to at some point create an image, and invest in it.

  • Tom ‘Bald Dog’

    You have a great point and maybe I haven’t done a good enough job to clarify it.

    Coke, McDonalds, etc. sell low-priced impulse items. Even in this plastic-driven world, most people carry enough plastic to buy those items on an impulse.

    Education-based direct response marketing is just just more effective when selling 5-7-figure complex solutions. It’s the quality of the direct mail campaign that also shapes the company’s image.

    Thoughts?

  • http://www.manageyourleads.com/services/appointment-setting/ b2b appointment setters

    You have brought such an unique example of Carl Lewis upon us. Your post has created a significant impact on me.

    Nice job.