A few summers ago I started running Triathlons. At my age,
simply crossing the finish line alive is a real thrill. As my
training continues my focus is on aerobic conditioning. Simply
stated this is the ability to perform some form of exercise for
longer and longer periods of time.
The method recommended by all of the professional trainers and
doctors is Long Slow Distance, LSD. That is swim, bike, and run
for longer and longer distances while maintaining a relatively
stable heart rate. The results should be a stronger ability to
perform at higher heart rates. As you maintain this training
regimen, you will perform faster because your ability to replace
oxygen increases. So, you will be able to swim, bike and run
faster while maintaining the same heart rate.
Now, simply apply this idea to Prospecting and you can see the
value of making cold calls on a regular basis. As you maintain
your Prospecting efforts you get better and better at the skill.
Also, you begin to build up a large reserve of potential
customers with whom you will need to follow up in the weeks,
months, and years ahead.
It doesn't take long to realize the benefits from simply
persisting at your Prospecting efforts.
Let's consider how many real Prospecting/cold calls you make in
any year. Now when I say a Prospecting call I mean that you
"talk to a potential customer with the intent of making them a
customer."
When you stop in a talk to a receptionist, get a name, leave
some literature and a card, but, don't talk to the actual
prospect that is only half a Prospecting call. You simply have
another lead. When you call back or get that person on the
phone, then you have made a Prospecting call.
Now with those parameters in mind how many Prospecting/cold
calls did you make in the last year? Could you have made more?
If you had, would your have been more successful in your mind?
Most of us have about 40 full weeks available in the year for
selling. Vacations, holidays, meetings, etc. take up the rest of
our year. Please consider the following idea.
In aerobic training, we are supposed to swim, bike, or run for a
set period of time everyday of the week, weekends we can rest.
For a few weeks of the year we need to add Anaerobic training,
which is "speed work." This builds up our ability to go faster
in the long haul.
What would happen if you made one or two Prospecting/cold calls
everyday you were selling? That would be 5 or 10 new prospect
calls a week, 200 - 400 per year. That could be your "aerobic
selling."
Next, you could add a few "anaerobic" weeks to your selling by
making several Prospecting/cold calls a day one week a quarter
or so. You choose when.
What I suggest is that you simply decide IF you would like to do
this or not. If yes, then start. Use our System for Prospecting
and Making Cold Calls, or your own, or someone else's. The
important thing is that you actually DO the calls.
The more I train the more I see the similarity between athletic
performance and selling performance. Unfortunately for me we
have to go out there everyday, we can't just think about it. If
you don't train or you don't Prospect the results are obvious.
The next time you show up at a "Triathlon" you may have trouble
finishing.
Now you know why I feel that Persistence in Prospecting is
Simply the Aerobic Training of Sales.
Bill Truax is a Sales Management and Field Operations Consultant
living in Cleveland, Oh. He conducts Sales Team Assessments
trains Managers and Leaders, and Field Sales Professionals both
in the field and in workshops. He has 3 books and 2 CD's on
Prospecting and Making Cold Calls and conducts a variety of
skill based seminars, workshops, and train the trainer programs.
Visit his website at www.BlitzCall.com
Written by: Bill Truax
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