Liz Lemarchand: How is it that innovative software solutions have the ability to change the world yet they don’t sell themselves? How is it that I know my target market but I’m not able to generate enough sales opportunities? How do I even get started to create visibility for my brand when I’m not an expert in marketing? That is the question and this podcast will give you the answer. Welcome to SMplified: Software Marketing Made Simple!
Hey everyone, this is Liz from MediaDev and today I wanted to share the introduction to my book, Tune In and Dial Out: How to Win at B2B Cold Calling. I’m currently recording the audio version of the book, and I’ve just finished the introduction and I thought I would share with you to give you a sneak peek at what’s to come, and hopefully, this will serve you.
The book is full of lots of tips and strategies on how to be successful at cold calling, and I hope it serves you today.
This is the audio recording of Tune In and Dial Out: How to Win at B2B Cold Calling by Liz Lemarchand. Read by the author Liz Lemarchand.
Introduction. The purpose of this book is to help you become proficient at executing cold calling strategies that work in order for you to generate highly qualified B2B sales leads. It is also a guide to understand why cold calling is important. And will enable you to shed the false beliefs you may have around this lead generation method. My expertise in this area not only comes from 25 years of hands-on sales and marketing experience, but also from having started my career as a cold caller myself. I have been leading by example coaching teams of outbound telemarketers, business development, and pre-sales representatives for the past 15 years helping them understand the fundamentals of customer relationship building as well as how to initiate better conversations to convert prospects into highly qualified sales opportunities. I have helped design outreach campaigns that have generated hundreds of millions of dollars in revenue for my customers. I have also read over 500 business books on sales and marketing topics. I’ve been witness to all the dos and don’ts from the insanely good to the ridiculously bad and the best practices are all here compiled for your benefit in one how-to guide.
Before you read this book, the first thing to understand is that cold calling is a skill set and it can be learned. And there are many who believe that it’s a traditional old-school tactic that has no place in the modern business world. Those people are just plain wrong. Cold calling, when done right, can be highly valuable both for the caller and the prospect. The problem is that it’s gotten a bad rap because of low-quality offshore resources and automated robot dialers. But bringing back the cold call in a B2B context with the right methodology can not only help you exponentially increase the number of leads you generate, it can also turn you into a master relationship builder.
Cold calling is one of those tactics that people love to hate. It’s easy to bash the low-level telemarketer who sounds like he’s reading a script. I mean, seriously, who doesn’t hate getting those calls? But when it’s done the right way, peer-to-peer cold calling can and does work. It’s important because it’s one of the most direct ways of engaging new prospects who may not have access to your content online or be ready to make a sales enquiry. It can be used to promote, advise and initiate high-level discussions with one or more decision-makers in the company. It’s a great way to obtain useful information to navigate your way to the right person, and it’s one of the few methods used to obtain explicit opt-in consent. That’s entirely GDPR-compliant.
The second thing to know is that while cold calling is not brain surgery or rocket science, it’s not easy either. It will push you outside your comfort zone again and again. And you will become a stronger person for it. For me, there is no better way to understand what it takes to hustle in business than by getting good at picking up the phone and talking to people. The skills you will learn to be effective at cold calling are transferable in all areas of your life, from running your own business to becoming a top-level sales executive to being an amazing husband or wife or a great parent. I know that may sound completely insane right now, but stay with me and you’ll see what I’m talking about.
The last thing you should know before you go any further is that I’m a no-nonsense, tell-it-like-it-is kind of person. If you can’t handle direct communication, then not only should you not read this book, you shouldn’t be cold calling. If you get your feathers ruffled easily, this is just not the job for you and there’s nothing wrong with that if that’s how you are. Most people are not wired to be successful in cold calling. They are unable to overcome the anxiety and stress that comes along with it in the beginning and they see the entire process is painful, instead of exciting and exhilarating, which I will discuss later. I always say that life is too short to be doing something you hate, so find something else to do, if that’s the case. And if you’re still here by the end, then good for you. You got this and I’ve got you. Now let’s get on with it.
Thanks for joining us here today for this sneak peek of Tune In and Dial Out. I hope you enjoyed it. And of course, there’ll be more to come, so stay tuned for that. And in the meantime, don’t hesitate to check out tons of other free resources on our resource library at mediadev.com. Thanks again for joining us today. Take care.