Cold Calling Sucks (And That’s Why It Works) Book Review

📅  30th November 2024 | 2023/24 Sales Book Reviews

“I know I’m an interruption” 

Published just a short while ago in 2024 “Cold Calling Sucks” at first glance, seems as good than the other three books on the same subject I’ve reviewed here, namely by Stephen Schiffman Bob Etherington  & Alex Goldfayn. 

What’s New

The introduction of “Cold Calling Sucks” kicks off with a refreshing approach. Armand Farrokh and Nick Cegelski waste no time justifying the existence of yet another sales book. Instead, they set the tone with a bold declaration: “Cold calling sucks, but it doesn’t have to.” This sets the stage for a practical, no-nonsense guide aimed at transforming one of the most dreaded tasks in sales into a highly effective strategy.

In the chapter “Openers”, the authors highlight the two worst ways to opening a call. They emphasize the importance of understanding your prospect’s business and challenges before making the call. This approach goes beyond the typical advice of just knowing the prospect’s name and title, urging salespeople to dig deeper and find meaningful connections that can be leveraged during the call.

What’s Old

Many of the tactics outlined in “Cold Calling Sucks” reminded me of the sales fundamentals that have stood the test of time. The chapter “How To Handle Objections Like Mr Miyagi” (although many on this side of the pond might find that a tad confusing) revisits classic objection-handling techniques. Farrokh and Cegelski break down 18 common objections into categories and provide a structured method for addressing each one. Their approach echoes the familiar sentiment that objections are not rejections but rather opportunities to further the conversation.

What’s Better

The book excels in its brevity and clarity. In less than 200 pages, Farrokh and Cegelski deliver a concise, actionable guide that doesn’t get bogged down in faff. The chapters are well organized, with each one concluding with a “homework” section that reinforces the main points.

The chapter “Gatekeepers and Voicemails” is particularly valuable. The authors present a simple yet effective formula for leaving voicemails that increase the likelihood of a response. They highlight the importance of being brief, providing a compelling reason for the call, and always leaving your contact information at the end.

The final chapter, “How To Make More Cold Calls In Less Time”, outlines the determination, commitment one must have in order to achieve the numbers. It also shows how you can make 40 cold calls an hour. The advice here is straightforward but essential: don’t stop dialling even when your pipeline ids full. Taking a day off from calling is to be avoided at all costs.

What’s Worse

One of the few drawbacks of “Cold Calling Sucks” is its reliance on certain outdated concepts. The chapter “Closing the Sale” includes techniques that feel somewhat old-fashioned in the modern sales landscape. While the authors only touch on a few closing techniques, the very notion of “closing” in the traditional sense can seem out of place in today’s consultative sales environment.

Additionally, some readers might find the book’s focus on cold calling a bit narrow. While it provides excellent strategies for improving cold calls, it doesn’t delve deeply into other aspects of the sales process, such as social selling or account-based marketing, which are increasingly relevant in the digital age.

In conclusion, “Cold Calling Sucks” by Armand Farrokh and Nick Cegelski is a must-read for sales professionals looking to revamp their cold calling approach. Its practical advice and clear, concise format make it a valuable addition to any salesperson’s library, despite a few outdated elements.

 

Tags: cold calling, sales

Sorry Comments are Closed.