The other day I was having lunch with a recent client, Ken, when my cell phone rang indicating a voicemail from my office. Once my meeting was over, I checked voicemail only to discover a message from the most lethargic and unpleasant cold caller I ever received.

When I have time, I watch many of the LinkedIn groups and blogs to hear what the world is saying about sales and sales management topics. After 29 years in this business, a noted blogger and thought leader, as well as observing ongoing consumer buying patterns; It still amazes me how many see cold calling as a valid sales tool.

I grew up in Brooklyn, New York, and as a child we had a pediatrician who would visit our house when he was sick and a milkman who would deliver a gallon of milk once or twice a week. That was then, this is now. I also remember a time when sales professionals who wanted to pitch their products/services could do so before “do not call” lists and the Internet. That was then, this is now.

Sales managers should prevent reps from making cold calls. Cold calling as if black and white television was dead. Cold calling doesn’t work, is annoying, and doesn’t hook budget buyers.

The reason for placing a moratorium on cold calling is because:

1. It wastes a lot of time and money.

2. It does not lead to any significant increase in lead generation or sales.

3. You do too little to create value-based relationships

With consumers having more power than ever with the use of the Internet, they have discretionary choices for products and services before any salesperson calls. The fact is that today’s decision makers have something that cold callers used to have: power. This comes from the ability to instantly discover trends and research information.

Second, decision makers today are heavily influenced by other customers. Their decisions are based on case analysis and the testimony of others. Don’t believe me, then look at examples from Facebook and Zappos whose consumer grew through word of mouth versus traditional advertising and promotions.

At this point, you might be saying that if cold calling is dead, what are the alternatives, since sales people still need to generate leads and close deals? Here are a few:

1. NetworkingWorks – To help increase the flow of leads, sales professionals need to be visible. The only way to be known is to network aggressively in groups that house your budget buyer. Stop hanging out in groups where your friends are or where you feel comfortable. Focus your efforts on the real buyers.

2. warm campaigns – Meeting with buyers can be an effective sales agent focusing your efforts on sending a warm handwritten letter of introduction to decision makers. This must have reasons for writing, validation or proof of previous experience with similar companies and an action step to follow up on a specific date. Targeted campaigns, if done right, will open doors.

3. References – There is nothing better than a cold call and then a simple referral from those who know and trust the sellers. Those who appreciate its value are more willing to give the names of others who will appreciate the products or services sold.

Four. Third Party Endorsements – Sales agents can meet new people who could appreciate their value through supplier alliances, vendors or even potential customers. Do some initial research to determine the size of your network.

5. visibility – In addition to simple networking, sometimes speaking at industry conferences, hosting webinars, or attending conferences are great ways to showcase talent and meet decision makers. However, similar to networking, it should be more attractive than wallpaper.

We are in a constantly changing and fast-paced environment. With so many changes, many fundamentals no longer apply. Shoppers are too busy, too tired, and just too distracted. Sales representatives and their sales managers must find better and more efficient techniques so that they can easily meet and exceed sales targets.

With the changes in the sales environment, what are some of the practices you have recently stopped or changed? Our readers would love to know. Please place your comments in the space provided.

©2011. Drew J. Stevens Ph.D. All rights reserved.