Marketing & Prospecting Category

Shout Out for Dudley and Goodson

Shannon L. Goodson and George W. Dudley are the authors of The Psychology of Sales Call Reluctance: Earning What You’re Worth in Sales. This shout-out and appreciation is for Dudley in particular, who coined the phrase “call reluctance” maybe as far back as 1943. That is a truly beautiful phrase!

Some years ago, I was asked to observe their training program (delivered by someone else, not Dudley or Goodson) and was given a copy of their book. The goal was to bring me up to speed because I’d deliver my “rather have a root canal than do cold calling” program the next day. As I sat quietly in the back of the room, I naturally critiqued the training and looked through the book.

I have some education in psychology (completed a BA) and love to rip apart research and its results. I thought the research portions of the book were very well-done and relevant to some concerns people sometimes have about making calls. I do not recommend or support the depth of effect the authors describe, much less the methods presented in training to address the issues.

Not sure what current editions show; but at that time there were several places in the book where the authors emphasized their ownership of “call reluctance,” including stern warnings about using it. I poo-pooed the warnings because it was so commonly used. My attitude changed a bit as time passed and some of my copyrighted material was ripped off: I wasn’t going to go as far as to sprinkle warnings in my own books, but I understood why they did.

Since then, I’ve periodically made efforts to avoid the phrase “call reluctance,” including removing it from articles, training materials and my own books. This has proved tough to do for one reason: It’s really a perfect phrase. In fact, I just found yet another use of it in this blog, which prompted this post.

Well Done, Dudley

So here’s a shout-out to George W. Dudley and Shannon L. Goodson. “Call reluctance” is concise, evocative, and clear without demeaning. Others may use it with no thought to the artistry that created it, but I think of that every time. The phrase is as elegant as e = mc squared, as beautiful as any of Da Vinci’s sculptures.

(And I will continue to work on using other phrases.)

Rating Prospects: Marketing

Rate Marketing ProspectsMarketing and selling are related but different. Accordingly, when it comes to complex products or services, we usually need two rating systems. The rating system for marketing-prospects is simple but you may need some background to understand why it’s effective, starting with the difference between marketing and selling.

Marketing vs. Selling

Marketing is what we do to gain prospects’ attention and regain customers’ attention. Marketing tools include calling, mail, email, and web-based marketing. Selling begins after a prospect has agreed to explore the fit—we’re not selling unless and until we have that agreement.

The rating system described here focuses on marketing (see this one for selling). It can be applied to:

  • Prospects you have not yet connected with.
  • Prospects you’ve connected with and that’s about it.
  • Prospects who said they may be open to exploring the fit but not now.
  • Prospects who have agreed to have a sales conversation but that has not yet occurred.

There are four things to note before I cover the rating system itself. (more…)

Mind Control: Why Some Calls to Action Work and Some Don’t

Mind control“Register”
“Buy Now”
“If you’re interested, call me back.”

Those are examples of a call to action — a marketing term and practice that’s been around for over 100 years. The first two work, the third doesn’t. The question answered in this article is, “How come?” (more…)

How to Shop for Lists

Where Lists Come From

The types of data available is absolutely mind-boggling. We’re talking anything from what kinds of soup people in Oregon buy, to web-traffic habits of male executives who buy soup, to all soup can manufacturers in Ohio with between 501 and 723 employees.

There is tons of data, but there are only a handful of organizations that gather and compile data. (Dun and Bradstreet is one compiler you might have heard of.) Compilers organize the data in lists; anything from generic lists, to lists based on very specific requests.

Some Lists Are Like Beer

You need to know that in many cases you don’t buy lists, you rent access to the data on them. Keep your ears and eyes open for the phrases “single use” and “multiple use.”  Single-use means you get to use it once. Multiple-use means you can use it as often as you want over a period of time (e.g., a year).

Marketing pros will tell you that you usually need to market more than once for best results. So single-use is cheaper but also a big gamble. Now, I can hear the wheels turning…how will they know if you use it more than once? Well, the list-compilers salt the lists so they know when you use the data more than once. Remember that the data-compilers own the data. They have the right to bill you for multiple-use and they will. (more…)

Liability Insurance Primer

Got any “errors and omissions” insurance? Do you really need that? (Does it actually exist?)

Whether you need or “should” have liability insurance becomes a sales issue for many consultants, in particular. Since I often provide training to commercial insurance brokers I have access to pros who can answer that question.  This Primer was created with their help — and includes sales tips related to the issue. The primer was recently updated. Feel free to pass it on.

Liability Insurance Guide

Tips for Using the Rating System

Read “Rating Prospects” first. Otherwise these tips will make no sense. (more…)

Is “social” networking networking?

The short answer is yes, of course! As much as some may say it’s different, the new wave, will supplant in-person networking… The interactions you have on LinkedIn, specific listserves, Twitter, and even Facebook are indeed networking. Include these activities in your networking analysis, giving them their own rows. (See “Is your networking working?” for more on analysis.) (more…)

Is Your Networking Working?

Networking can be an excellent marketing tool to include in the mix. Because networking is often a favorite, it’s also easy to spend more time, money, and effort than it’s worth. Here’s how to use a simple matrix to make informed decisions. (more…)

Prospects’ reaction, and motivation

Tania asked:

I get motivated when I feel I am making a meaningful difference in the lives of others. I think this could hurt me because of how I perceive negative reactions on the phone. Any suggestions for people like me to remain motivated when cold calling? (more…)

Call Reluctance for Old Pros?

Dear Shawn:

Ever heard of anyone who has been in sales forever suddenly catching call reluctance? I used to make hundreds of cold calls each week, but that was years ago. Now I’m struggling to pick up the phone.

Shawn says:

Yes, I have heard of successful, experienced sales reps suddenly experiencing a hefty dose of call reluctance. In fact, there are two ways that experienced reps can have even more trouble than rookies. (more…)

Not Enough Appointments

Dear Shawn:

After reading your book (great book, by the way), I have been cold calling every day and tracking results. I’m not getting the appointments I need. I’m calling homes during the day. My best day, I called 87 people and connected with 16 and got 2 appointments. But on the other days I made almost 150 calls and only connected with maybe 35 people, and got only one appointment. I don’t want to call during the evening. Am I doing something wrong?

Shawn says: (more…)

Selling versus Marketing

A Definition: Selling versus Marketing

Many people use “marketing” as a euphemism for selling but they’re really two different things. Understanding the difference helps set appropriate expectations, which helps prevent frustration. Understanding the difference also helps focus your efforts. Last but not least, understanding the difference prevents behaviors that send prospects running in the other direction. (more…)