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Part I
If you’re responsible for growing your business or increasing your sales, but don’t like to cold call, this book is for you.
Having trained over 150,000 salespeople, managers, business owners, entrepreneurs, professionals, and trainers in our nationally acclaimed Cold Calling for Cowards ® seminars, I have found one universal truth: people don’t want to learn how to cold call better. They don’t want to cold call. Period. They want to know, “Is there a way to find business without having to cold call?”
Day 1 – the search for the Holy Grail of Selling, finding customers without cold calling, begins.
“Cold Calling Sucks” – what do you think of cold calling?
Dust Jacket – getting people’s attention so you can sell to them.
Two Words – A Noun – a cold call is any contact with a stranger that scares the beejezus out of you.
6 Billion People – it’s not that you don’t have enough people to cold call.
Once Known as Peak 15 – what if you don’t want to be a cold calling mountaineer? Can you still reach the top without cold calling?
Yes, Cold Calling Works – can anyone be taught to cold call? Yes. Will they do it once they’re taught? No.
Why Cold Calling Works – salespeople think that if a customer is ready to re-order, they’ll remember them and call. They don’t and won’t.
No, Cold Calling Doesn’t Work – if it was this easy, everyone would be in sales.
Why Cold Calling Doesn’t Work – cold calling is not a numbers game.
Blitzfizzle – cold calling blitzes. Show of hands. How many of you have made a good living doing this?
Do I Have to Cold Call? – surprise your sales manager and tell him that you have ideas for finding more customers and increasing your sales. Then prove it. That will get his attention.
American Idle – can you convince our sales manager to hire telemarketers to cold call for us?
Is Cold Calling Dead? – wouldn’t you like to meet Cold Calling in a dark alley some night and strangle it? Get in line.
Part II – the Holy Grail of Selling
You’ve always been told what you need to do: meet your quota; get more referrals; be persistent; keep your customers—we’re losing too many; sell our other services and products; increase our profits; cut our sales costs; stand out from the competition; give your customers value-added service; get around your point-of-contact and penetrate the account to get business in other departments; get more out of your networking. But no one tells you how.
This is how.
Crappie – that refers to a fish – not how you feel. You’ve got to put your line in the water if you want to catch the fish.
Referrals Grow on Trees – not really. Neither does money. But when you find them, it’s like finding a money tree. Here is the most extensive proven referral blueprint you will ever see.
Birth Is a Scream – I got so tired of losing business like this, I knew I had to do something. But what? Think. Think. Voilà!
Networking on a Postcard – the one question that will get you more referrals from those you network with.
PR on a Shoestring – public relations is about getting your message into the hands of potential buyers by first giving them something of value unrelated to your service or product.
Trade Shows are More Than a Las Vegas Act – the dismal statistics crouched behind the trade show booths.
A Trade Show Every Day – Without the Expense – leads are walking into your office every day. But because they’re so familiar, you can’t see them.
Let’s Talk About Retention – Customer Not Water – here’s the irony. Companies put their sales emphasis on finding new customers – not keeping the customers they have.
Your Competitors Are Out-Selling You If You’re Not Cross-Selling – “Well, you know we sell that too, don’t you?” Well, no. Why didn’t you tell me before I bought it from your competitor?
No Experience Necessary – everyone at your company should be doing public relations to keep their jobs and increase your profits.
Money Laundering – three words. Contests. Horizontal marketing.
Hark, I Must Hasten After Them, for I Am Their Leader – it’s your business. Lead.
Part III - Applications
A Bazillion
Attorneys
Banks and Credit Unions
Brokers and Financial Consultants
Business Development
Dentists
Direct Marketing
Inside Sales
Insurance
Non-Profit
Outside Sales
Political
Professionals
Real Estate
Retail
Schools
Staffing
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