Using Cold Calls To Create A Ripple Effect

April 6th, 2023

how a simple cold call can create a ripple effect

Last weekend, I hosted my Sales Elevation Workshop in Chicago to a sold out audience - it was a great time. After several hours of dropping some high-level sales and business information, I had the opportunity to meet my attendees.

While making my rounds, I found out that many of the attendees weren't from Chicago. In fact, nearly 75% of the people at the event had flown across the country to come to my event.

Many of the attendees were people that I knew and have known for years - but only through social media. I had never really met them, until they were at my event.

I also realized that I would have never known any of these people or connected with them on social media had I never cold called them at my previous sales job!

So, I quite literally, had sold tickets to people who only knew me because I had cold called them over 7 years ago.

Whoa.

That's what you call a 'ripple effect' - and a big one.

Part of the human condition is the desire to be rewarded immediately for taking some type of action. In sales - and especially in entrepreneurship - this type of immediate reward isn't a reality to enjoyed.

Often times, we have long sales cycles and have to follow up with customers for a period of time before a deal gets done.

In entrepreneurship, you might have to wait years to enjoy the fruits of your labor.

You don't get paid for the work you do. You get paid for the work you've done.

It's important to understand this and to learn how to enjoy doing the small tasks that you think are meaningless.

Making an extra cold call probably isn't on the list of things that excite you. But that one extra cold call might lead to a business partnership later on or a multimillion dollar deal that changes your life. You just never know.

So, do the little things consistently.