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Never Cold Call Again: Achieve Sales Greatness Without Cold Calling

ISBN: 978-0-471-78679-5
196 pages
May 2006
Never Cold Call Again: Achieve Sales Greatness Without Cold Calling (0471786799) cover image
"Cold calling is the lowest percentage of sales call success.  If you invest the same amount of time in reading this book as you do in cold calling, your success percentage and your income will skyrocket."- Jeffrey Gitomer, Author, Little Red Book of Selling

"You can never get enough of a good thing!  Read this book and USE its contents!"- Anthony Parinello, Author, Selling to Vito and Stop Cold Calling Forever

Salespeople everywhere are learning the hard way that cold calling doesn't work anymore.  Yet, millions of salespeople are stuck in the past, using twentieth-century sales techniques to try to lure twenty-first century customers.  There has to be an easier way to find prospects - and there is.  Today's most successful salespeople are using modern technology to bring prospects to them, rather than fishing for prospects over the phone or knocking on doors.

Never Cold Call Again offers practical, step-by-step alternatives to traditional cold calling for salespeople, small business owners, and independent professionals who are actively building a client base. The Information Age presents endless opportunities for finding leads without cold calling. In fact, Frank Rumbauskas’s system brings prospects to the salesperson, rather than the other way around. Readers will find unbeatable sales advice on effective self-promotion, generating endless leads, how to win prospects using e-mail, prospecting on the Web, networking, developing effective proposals, and much more.

Frank J. Rumbauskas Jr. (Phoenix, AZ) provides marketing consultation and coaching services to firms who wish to provide qualified leads to their sales force rather than have them spend productive work time cold calling. He is the author of the self-published hit Cold Calling Is a Waste of Time (0-9765163-0-6).

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Preface.

PART ONE: A New Way of Selling.

1. Times Have Changed:Welcome to the Information Age.

A Background on Selling in the New Economy.

2. Why Selling Is Out and Self-Marketing Is In.

 Selling in Today’s World.

Why Cold Calling Doesn’t Work Anymore.

Buying versus Selling.

Selling Is Selling.

Selling Is Stupid.

3. Old Answers Are Wrong Answers.

4. Think Like a Business Owner.

Know What’s Important to Prospects.

Profit Justification.

Avoid Empty Rapport Building.

What Are Your Goals?

5. A Shift in Power.

Attaining Unstoppable Confidence.

Overcoming Limiting Beliefs.

Reframing Limiting Beliefs.

What’s Your Secret Excuse?

Your Prospects and Customers Need You!

6. The Power of Leverage and the Advantage of Systems.

Leverage Is Massive Power.

The Advantage of Systems and a System of Systems.

PART TWO: Your Self-Marketing System for Lead Generation.

7. Self-Marketing Basics.

What Is Self-Marketing?

Creating Your Message.

What You Must Communicate to Prospects.

8. A Twist on Cold Calling.

Cold Calls Are a Fleeting Moment in Time.

Creating Your Marketing Piece.

Getting Your Message Out.

Employ Leverage: Make It Automatic.

9. Powerful Phone Techniques That Work!

The Image of Supreme Power.

10. Why E-Mail Beats the Phone.

E-Mails versus Phone Calls.

Making Initial Contact via E-Mail.

Following Up via E-Mail.

Employ Leverage: Using Autoresponder Systems.

Video E-Mail for High Response Rates.

11. Traditional Direct Mail That Works.

Condensing Your Sales Message.

Formats That Get Responses.

Get Your Letters Opened.

Following Up on Your Mailer.

Employ Leverage: Automated, Inexpensive Direct Mail.

12. The World Wide Prospecting Web.

Why You Need a Personal Web Site.

Use Your Web Address Everywhere.

Building a Site Quickly and Inexpensively.

Driving Traffic to Your Site.

The Web Is the Ultimate Form of Leverage.

13. Keeping in Touch, Automatically.

The Importance of Ongoing Contact.

Advantages of a Free Newsletter.

How a Free Newsletter Builds Momentum through Leverage.

If It Doesn’t Help Them, They Won’t Read It.

Building Your Newsletter List.

Even More Leverage through Autoresponders.

14. Weblogs.

What Is a “Blog”?

How a Blog Attracts Qualified Prospects.

Setting Up Your Blog.

Driving Traffic to Your Blog.

The Goal of Driving Traffic to Your Blog.

15. Gain Prospects’ Trust through Free Seminars.

Become the Authorized Expert.

Keep It Simple and Manageable.

Getting People to Attend.

Conducting Your Free Seminar.

Convert Attendees to Customers.

16. Easily Obtain Free Publicity.

Reporters Cold Call, Too!

Why the Media Needs You.

Making the Initial Contact.

Use Leverage to Get More Publicity.

17. Be a Real Consultative Salesperson.

Be a True Consultant, Not Another Sales Rep.

Compensation.

Applying the Law of Compensation.

18. Real Networking That Really Works.

The Holy Grail of Sales That’s So Hard to Find.

Offer Real Incentives.

Keeping Your Network Updated and Motivated.

PART THREE: You Have the Leads—Now Get the Sales.

19.  The Sales Appointment Process.

If They’re Qualified, This Is the Easy Part.

The Kiss Test.

Learn to Qualify-Out.

Getting the First Appointment.

Preparing for the Initial Meeting.

A Relevant Questioning Process.

Get Your Profit-Justification Information.

Uncover the Prospect’s Real Need.

Know the Decision Making Process.

20. Developing a Relevant and Powerful Proposal.

Always Remember the Prospect’s Real Need.

The Process of Profit Justification.

Fulfilling the Three Main Business Needs.

Outward Appearance.

Avoid Clichés and Useless Information.

21. Presenting Your Proposal and Getting the Sale.

Preparation.

Know Whom You’re Talking To.

Don’t Bore Them—Stick to What’s Relevant.

Prove That You Can Meet Their Real Needs.

Product Demonstrations.

Find Out What Comes Next.

If They Don’t Buy Right Away.

22. Following Up and Keeping Your Customers Happy.

Thank You.

Obtaining Referrals.

Obtaining Testimonials.

Keep Your Customers Up-to-Date.

Your Customers-Only Newsletter.

23. Final Thoughts on Modern Self-Marketing.

It’s Based on Prospecting, but the Entire System Is Different.

Maintain the Right Attitude and Persona.

Build on Your Systems.

Always Find New Ways to Prospect.

Your Only Real Enemy Is Time!

About the Author.

Index.

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Frank J. Rumbauskas Jr. started his sales career cold calling to no avail, failing to make his numbers, only to receive the useless advice of “increase your activity” from managers. He then went into a trialand-error period of several years and developed a complete system of selling that made him a top producer without cold calling. Author of the self-published sensation Cold Calling Is A Waste Of Time, Frank lives in Phoenix, Arizona, where he is a partner in several businesses including an insurance agency, a telecom services provider, and, of course, his sales training company, which strives to educate all salespeople that there are much better ways to prospect than cold calling. Frank’s blog can be found at nevercoldcall.typepad.com.
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