HARDISON’S TIPS – OCTOBER 6, 2021 – As a Sales Strategy, Cold Calling Hasn’t Worked in a Long Time

HARDISON’S TIPS – OCTOBER 6, 2021 – As a Sales Strategy, Cold Calling Hasn’t Worked in a Long Time

Remember 15 years ago when you used to get calls at home or at work soliciting business? You didn’t like those calls then, and you probably like them even less now. Cold calls are impersonal, if not lazy. They’re also hugely irritating as we simply don’t have time to deal with them. With the business world in its present state, I really don’t see how salespeople, sales managers, and sales organizations can afford to keep wasting their time on old ideas that are obsolete. Why would we be successful calling someone we have no relationship with, that we’ve never called on before, and ask them for their business? Consider these two scenarios:

1) You are in the midst of your day when a doctor calls and says, “Hi, this is Dr. Smith. I am calling today to find out when you might be available to come in for an appointment for the purpose of treating any illness we may find that you have at this time.”

2) You are busy and someone walks right into your office and says, “Hi, I’m with Fred’s Auto Shop. We would like to set up a time for you to bring your car into our shop so we can take a look at it and determine if there might be any reason for you to become our customer.”

I know this sounds funny, but stop and think about it – is it really that different than what you are doing when you engage in cold calling?

There is simply no point calling on someone who is not interested in what you have to offer. As a sales strategy, cold calling forces you to spend your valuable, productive selling time tyring to coerce uninterested people. Have you ever heard of the adage, “Sales is a numbers game?” That “numbers game” should refer to the number of rejections we experience when making cold calls. Those people who do listen to your canned pitch often listen just so you will soon go away.

Have you ever noticed the same companies that ask their sales people to make cold calls, often post “No Soliciting” signs on their building? Hmmm . . . If they think people are so receptive to this approach, why not allow salespeople to drop in on them?

There are many effective sales strategies to reach key decision makers. We live in an environment where volumes of information is at our fingertips. In addition to implementing effective sales and marketing strategies, concentrate on utilizing your network to gain referrals to the people you want to meet.

From his success on the sales floor of an automotive dealership  to becoming a veteran trainer and then the adoption of technology for Internet-based marketing, his career has evolved to deliver the skills and tools needed to help consumers. Richie Bello combined his automotive expertise with his robust desire to “take care of the customer first” to become an automotive influencer, published author, and renowned trainer.  Bello absorbed the wants and needs of consumers as he worked up the ladder of the automotive industry.

Over the thirty-five years of his career, he developed strong Internet marketing skills, leading him to developing software solutions that create ease for consumers, and helps dealers improve relationships with customers. Innovation drives success. And, for Bello, it’s in his DNA. took years to come to consumers and arrived in a timely manner, during the 2020 Pandemic. With over 6 million vehicles on the site, features that help consumers deliver, finance and warranty, Bello has met the retail digital age head on.

Bello also is founder of Richie Bello Institute of Leadership and Management, a 501C3 not for profit, dedicated to the recruitment, education and employment of veterans into the automotive industry. Visit


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