Article 101

APPOINTMENT SETTING USING THE PHONE IS UGLY. BUT, IT CAN BE A BEAUTIFUL PART OF YOUR MARKETING AND SALES PICTURE.

Sympathize with me please.

After some recent speaking engagements I've had to endure a rash of people telling me that using the phone to set sales appointments would be a poor choice for them.... other strategies are superior.

"My business is best built on relationships. Getting referrals is best for me." This
from someone in start-up mode with practically no business.

"Cold calling wouldn't be good for me... word-of-mouth is where I get my best
business." This from someone in business five years who also confesses she is still merrily bouncing along the bottom.

Both of these under compensated business builders are right. Generating accounts by referral and word-of-mouth is preferable to cold calling. But, they also miss the
major point which is costing them revenue.

Cold calling to set sales appointments with the highest level decision-maker is
merely a tool. The issue is never "which tool is best?" The issue is always, what
MIX of tools is most appropriate at this time to meet my business goals.

The firm that has positioned itself over time so that all goals for revenue and profit are met by responding to inquiries generated by referrals and word-of-mouth is in an enviable position. We all should strive for that.

But for most start-ups, those in growth mode, and those who have recently experienced account turnover and revenue tightening - referrals and word-of-mouth may not generate enough new business. So what to do?

Pick up the phone!

Work smart. Work a system that relative to the resources invested, will generate a
high number of face-to-face appointments with top decision-makers at targeted desired future accounts.

If you are in start-up mode, this tool can build a foundation upon which you can erect a business.

If you are tired of "bouncing along the bottom," this tool can generate welcomed
profitable business.

And, if revenue has tightened recently, this tool can re-connect you with qualified
prospects and those who would love you -- but just don't know it yet.

Make this powerful tool a part of your marketing and sales picture.

That's all. Have to go make some calls.

Best wishes for prospecting success,
Scott Channell

copyright 2004-2009 Scott Channell

Article 15	Setting Sales Appointments Is Ugly
	by Scott Channell