In the financial markets, the key to building a successful investment portfolio is through diversification. This means that a diversified portfolio includes stocks, bonds, mutual funds, and other investment vehicles. This type of “diversified approach” to the financial markets can also be applied to your prospecting efforts. This means you need to diversify your prospecting efforts beyond cold calling. Other lead generation opportunities include:
* Customer references
*Prospects you meet at networking events.
*Incoming leads you receive through advertising media such as the Internet, television, radio, magazines, newspapers, the yellow pages, and direct mail.
*Increase your exposure by submitting articles to industry publications.
*Increase your exposure by sending press releases about your company (visit http://www.prweb.com).
*Participate in industry message boards and blogs.
*Send targeted emails to prospects (be sure to follow the CAN SPAM LAW).
*Exhibition at local fairs and chamber events.
These eight examples are great ways to increase your income beyond cold calling. But what if you decide to ignore these eight lead generation opportunities? What if you focused 100% of your lead generation efforts on cold calling? I believe that by choosing this course of action you will feel frustrated and your frustration will lead to depression.
How do I know this is true? I know this to be true because at one point in my cold calling career I had focused 100% of my time on cold calling to generate new business. In fact, there was a time when I was making about 400 to 500 calls a week for many years. That’s about 80 to 100 calls a day! As a result of my lack of diversification in lead generation, my frustrations with cold calling led me into a temporary period of severe depression. What is my advice in one word or less? TO DIVERSIFY!
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