The brain of cold-caller (left) has been affected by the elusiveness of the recipient whose equally affected brain is shown on the right.
Actually, “skeptics” is a polite way to put it. It’s ugly out there today, especially in the world of I.T. gear and the CIOs whose job it is to shop for it, negotiate a price for it, then install and manage it so their companies’ most critical missions can be accomplished. Transparently and without fail, ever. If this sounds hard it’s because it is.
There’s a dilemma here that’s big and growing for buyers and sellers alike. The published research we did last year in conjunction with CIO Executive Council, documented in CIO Magazine in February and featured in a webinar devoted to the topic, found that CIOs flat-out hate unsolicited sales inquiries. In any form from anybody. Cold callers get the brunt of the criticism (we feel their pain). The reason, beyond the intrusiveness, has to do with the callers’ lack of knowledge and preparation. Here’s the rub: things the CIOs want the hapless callers to know are, you guessed it, the very same things they refuse or are reluctant to tell them. Like their budgets. Their IT initiatives. Their company’s strategy. Their inner-most concerns.
So, what to do? There is a solution available. In fact, it’s free to the CIOs and their companies. “Free” in the literal sense because there’s no charge. It’s an online portal that sits on the buyer’s web site. A platform by which a vendor can share their value proposition and its relevance to the prospective buyer. Rather than get shunted off into voicemail or an email spam file, the vendor is assured that their message has visibility and prominence. It can be read by the buyer at a time of the buyer’s choosing. After that, the buyer can discard or followup based on relevancy. No charge to the buyer, but the vendor pays a nominal monthly subscription of $25. A jaded vendor might ask, who in their right mind is going PAY to put a pitch in front of people? Not so long ago, we would have said the same thing about sites like Ladders.com, or the premium pages on LinkedIn. Twenty-five bucks to have your value prop front-and-center in a weekly report to buyers? And a means to establish an online dialogue with the buyer at full attention? Do the math. If the numbers favor continuation of cold-calling, you might need a new calculator.