Telemarketing Speaker Says: When The Going Gets Tough, The Tough Start Phoning!

Telemarketing Speaker Says: When The Going Gets Tough

, The Tough Start Phoning!

I wanted to believe that if I did a good enough job of marketing, figuring out what clients wanted and needed, pricing it right, and then making it easily and attractively available, I could then let buyers do the rest.

They would waft to my door, like early morning doughnut seekers swarming a bakery.

Peter F. Drucker, my professor and renowned management thinker said it would work exactly that way. "If you do a good enough job at marketing, selling becomes unnecessary," was his pithy prescription for success.

But he was wrong. And I was wrong for believing him, and in wasting some of the best business years of my life in relative passivity.

SELLING NEVER BECOMES UNNECESSARY.

I should have known this all along, as someone that built a lucrative training business from scratch, by making cold calls, tirelessly putting business on the books, and by developing channels of distribution for my products and programs.

This recession that persists, the biggest dip since the Great Depression, is showing us that the present and the future don't belong to meek marketers, but instead to strong salespeople.

If you build it, they won't come, unless you send a limo to get them, buckle them down, and make sure they are sold to their toes on the desirability of taking the journey.

Soft-selling is a waste of time. It just beguiles soft people into thinking they can sissify their way to sales.

Hard-selling exists because selling is hard! As motivator Les Brown said in a slightly different context: "You knew it was hard, but you did it hard!"

And because selling is hard, we must become hardy, tough, disciplined, and determined.

If you want to survive and thrive, in bad times and in better, then get back to basics.

Reach for the phone!

It is the fastest way to build productive, high value sales for five reasons:

(1) First, it is AGGRESSIVE instead of passive. Instead of hoping your phone will ring, you are making someone else's ring. You can control when and how often.

(2) It is TWO-WAY. There's give and take, cut and thrust, and the chance to learn about prospects and instantly become known to them.

(3) It provides INSTANT FEEDBACK. If you or your approach is off kilter, you can correct, quickly. If you're succeeding, you can redouble your efforts.

(4) It is ACCOUNTABLE. There are definite outcomes, unlike a lot of social and business networking endeavors that involve activity without discernable results. You can calibrate output to input and measure success.

(5) It VALIDATES A SURVIVOR'S WORLD VIEW. You realize that YOU are the prime mover of your world. Circumstances are not out of control. You are "At Cause" instead of being "At Effect."

If you want and need business, it's as close as a phone call away.

Remember, when the going gets tough (that means, NOW) the tough start phoning!

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