There was a time when one phone call would secure an appointment for a salesperson. I can personally recall many times where I

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would spend the day “dialing for dollars” (a.k.a. prospecting) and end the day with a good number (10-15) of appointments for the following week. Those days, sadly, are gone.

The sales professional or sales team that continues to prospect utilizing techniques that stopped working 20 years ago is the sales professional or team that will be highly unproductive and unprofitable.

In today’s world, one call does not do it all.

In fact, the only effective prospecting strategies that work today are multi-touch prospecting campaigns. Multi-touch prospecting is the only strategy that will overcome the challenges with traditional cold-calling.

Click this link to download my white paper, “The Cold Facts About Cold-Calling”.

As you read this paper, you’ll come to understand the ineffectiveness of traditional cold-calling.

You can counterbalance the forces working against you, which are indeed a headwind, by implementing multi-touch prospecting. As you’ll come to understand, it fully takes six, seven, eight and, sometimes, ten touches before a prospect “gets it”.

These touches can be:

  • phone calls,
  • emails, face-to-face meetings,
  • lunch and learns,
  • postcards…
  • you name it.

But, the goal of a multi-touch prospecting campaign is to create a relationship.

Everything starts with the investment (on our part) of effort, energy and knowledge delivered to the prospect. As you show the prospect your willingness to share information, which helps them run their business better, the prospect will move closer and closer to a level of bonding with you.

At the end of the day, people buy from people they know, like and trust. Traditional prospecting (non-multi-touch) virtually guarantee that you and/or your organization will be talking to people who don’t know you and, if they don’t know you, they can’t like you nor can they trust you.

The secret sauce for prospecting success in the 21st century is to operate multi-touch campaigns, simultaneously, to obtain and maintain as many relationships as possible.

As you nurture those relationships, you’ll find that those people will turn to you for assistance to improve one or more operating conditions within their business.

As always, I wish you…

Good Luck and Good Selling!!!

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