Cold calling and the Complex Sale

I was surprised to find out that my 14-year-old daughter searched YouTube for any mention of her dear old dad. She stumbled across a video that included a recent mention of my book, Lead Generation for the Complex Sale. (Isn’t it just amazing how easy it is in today’s world for our children to get the goods on their parents?)

The video turned out to be pretty interesting.

It was produced by ASG Group, a European company that helps their clients improve their sales processes. The video features the company’s principal, John Gorman, making some really nice points about teleprospecting. Of course, I’m thrilled that he mentioned my book, but I was also happy to see that he really understands the philosophy we built InTouch around.

I was impressed by Gorman’s first observation: He says that while sales activity seems to be up for a lot of folks, he has to wonder if it’s just because they are cold calling more people. His concern is that this old-fashioned cold calling isn’t a part of a systematic, sophisticated approach to sales.

His point is that we need to start thinking from our buyers perspective.

We need to stop interrupting people’s day. Instead, we need to make our calls a part of a multi-modal and multi-touch approach to lead generation. We need to earn permission and then we need to be sure that we are giving them something of value in return for their time. And, I agree with him wholeheartedly that complex sales require a much higher level of trust and credibility than say a sale of a copy machine. And you’re not going to get that by just getting more folks on the horn.

As Gorman says, “We need to think about being on top of mind.” On the ball. With it. Generating leads based on conversations that matter – conversations that are intellectual. Conversations that go beyond the next three months.

Watch the video on YouTube: It’s worth 8 minutes of your time, and I promise, I’m not just saying that because he mentions my book! Let me know what you think.

Related Posts:
Seven tips for improving cold calling for lead generation

Four Steps to Convince CEOs that Demand Generation Should be a Marketing, Not a Sales, Function

Content Marketing: 4 stages to mapping your content strategy

7 Tips to Boost Lead Nurturing Email Results Immediately

About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing.

He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

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  1. Great endorsement they gave you. I guess that was the independent validation you need a one of the first steps in your sales process 🙂

    Of course you should do video its importance keep increasing also as a great sales tool besides just your blog. Its a good way to spread insight to leads especially good to explain complex solutions in a quick and engaging way. Plus it is still new in many industries and can help create interest that will keep you top of mind.

    I am already looking forward to your first video. Remember good sound and lighting make good video.

  2. Hey Brian,
    Have always been a fan of yours on your books, notes etc. but I really think you might be on to something on doing video.

    Sometimes your discussions get a little dry, informative, but just a little dry, if you would do some videos, don’t just do talking head, but write down on whiteboard maybe just one or two points, think it might help..

    Just set up blog have been doing some videos, don’t know if they work but they’re fun and a little different, try to do poems etc.

    Maybe cut back on books and blogs listed and have some videos and see what type of traffic you get.

    Thanks and enjoy your stuff.


  3. 21st century sales is different. The role of the sales person as the primary source of information about products and services has been replaced by the internet. The sales person won’t get the time of day from prospects until they believe you have greater value to offer than just being a walking brochure and order taker for the company you represent.

  4. Hi Brian,

    yep. The current lead generation and sales processes are focused on placing product and are completely disconnected to the way people buy. I spend Mon – Fri every week communicating with 1,00’s of SMB IT pros and most IT vendors have a lot of work to do.

    Firstyly, we need to review what we mean by sales processes. sales 2.0 ( they don’t care what version you are using to sell them) forget consultative selling, forget customer centric selling if your aim as a sales people is to get someone to buy your product your selling.That is what the it pro sees. The current sales processes out there today are ill equipped to deal with today’s environment. The sales process is being replaced with a buying process.(the buyer decides wehther to invite you in or not)Read – you have to earn the keys to the elevator to give your elevator pitch.

    This is is not my opinion I asked 1,000’s of IT pros what they think and this is partly what they told me.(My opinion is irrelevant only my buyers opinions count)

    As usual – enjoy your writing and thoughts.


    Kenny Madden

  5. Hi Brian, nice post and I wanted to to see the video but it seems that the link is not working (Youtube says: The URL contained a malformed video ID.)

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