Should Sales Hurt?

By Brooke Green

I was having coffee with a friend of mine today.  He’s a bright, strategically-minded guy, however, he made the oddest comment.  He is an owner of his company and is in front of prospects and clients on a regular basis.  He also happens to know a lot of high level people in the business world. 

We were talking about his sales process, and he said, “I don’t do a great job of getting in front of people, but once I’m with them, they want to buy.”  I asked him how he targets his accounts and he said “cold calls.”  WHAT!!!?  Here’s a guy with a rolodex full of people that respect him and would love to help him – so why is he making cold calls?

Should it Hurt to Grow Your Revenue?
I talk to business development people everyday that feel that it should “hurt” to grow your revenue. Why is that? Is the money worth more if you have to cold call, get lied to, chase someone forever and finally land a piece of business? 

Wouldn’t we rather use our rolodex, ask for referrals, and work with people that want our help? Ahhh–quick and painless and just as (or even more) valuable. When I asked my friend this, he kind of chuckled and said, “I guess so.” 

Is Revenue Growth Right Under Your Nose?
Think about the people that you know and the clients that you are already working with. Instead of working on a cold call script, work on a referral process. My experience is that people will gladly refer you, they just need to know how to do it.  Lay it out for them.

Don’t reinvent the wheel – roll with what you have.