INTRODUCTION
‘The reality is there are many decision makers out there who HATE cold‐calls and will never answer them. LinkedIn is the key to reaching them’.
I'm going to start this book with a quick story….
Not long ago I sat down with the CEO of a global multi‐million manufacturing company. As with all companies, to make money they have to spend money.
They have a whole host of suppliers and are often on the lookout for new suppliers. They need suppliers for components they use for their products, the copiers they have in their offices, the stationery they use, software, the list goes on.
The CEO of this company was often the target for salespeople trying to win their business. The majority of businesses that I've worked with, or met over my career, have one sales prospecting activity at the heart of their strategy, cold‐calling.
As you can imagine, this CEO received lots of cold calls to the reception each and every day. They were salespeople from a wide variety of companies and industries trying to sell a wide range of products and services.
UNFORTUNATELY, MOST OF THOSE SALESPEOPLE FAILED
Most of them never even managed to speak to this CEO.
Why is that, you ask?
Because this CEO NEVER answered cold calls. Ever.
It was not an approach they appreciated, and they had instructed the entire team to never connect a cold call through to them. The seriousness in the way they told me this, echoed by the response from the team, made me realise how true this was.
In all fairness ...
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