The ‘Dial’ is the ‘Coin of the Realm’ for sales people who must make their own cold calls.
What is our ‘Coin of the Realm’ as sales people and how effective are we investing our ‘Coins’?
I found an article in the archives of the Wall Street Journal the other day (August 6, 2007 – if you’re interested) and there was an article entitled, On the Web, English is the Coin of the Realm. In the article, the author talks about English being the language of choice around the world. It went on to say that smart advertisers, when looking for an international audience on the Web, get a better bang for their advertising buck if they use English. It got me thinking (no, not about why Illegal Immigrants don’t seem to get the value of learning English like the rest of the world has), but about the term, ‘Coin of the Realm’.
In this article, the term ‘Coin of the Realm’ actually refers to the dollars spent on advertising, not the language of English. Why? Because that is the lowest common denominator of what each of us has to spend on the advertising. It is what each medium we advertise on will accept in trade for that advertising. English is, well, something for another Blog on another day.
I believe that the ‘dial’ is the Coin of the Realm for us sales people who must set appointments to get a buying cycle started. Each of us must invest a certain number of ‘dials’ in order to get an appointment. In order to get the biggest bang for our ‘dial’, we must get the most appointments for the ‘dials’ that we invest each day.
Sales managers, when faced with one of their flock without enough Initial Appointments on the calendar too often say, “Make more dials!” as if there were an unlimited number of them available. Well guess what? There are not an unlimited number of them available. Each one takes both Targets and time. Neither is limitless and neither is free.
The question to ask ourselves is, “How efficiently and effectively are we investing our ‘dials’?”
Caponi Performance Group and Contact Science jointly market the telephone prospecting and cold calling solution called The Prospector’s Academy™ under the brand name Coldcalling101. It is the only comprehensive solution to solving the biggest barrier to success in most selling organizations – the inability to secure enough Initial Appointments to begin the selling process. We accomplish that through simultaneously addressing both the efficiency and effectiveness of the process. We can be reached at 214 483-5800 or at barry@coldcalling101.com.
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