OK, here’s a question I’ve been getting a lot.

Especially since switching from a purely “copywriting” newsletter to an all-kinds-of-selling newsletter:

My answer:

While people still cold call — some from necessity, others because they missed the last 15 years of technological innovation — it’s mostly not necessary anymore.

Especially if you know a few key sales and marketing strategies.

Such as the 101 ways I teach in Crackerjack Selling Secrets.

But, for a second, let’s pretend you have NO choice.

You HAVE to cold call or starve to death.

What’s a simple, painless way to do it?

Is it to “psyche” yourself up mentally, slapping your face and repeating positive affirmations in the mirror 100 times?

I guess that wouldn’t hurt (except for the slapping part).

But what I’d suggest is taking a page from Jim Camp’s story.

Jim Camp is one of the most feared negotiators on planet Earth. His near-magical negotiating methods have been featured on CNN, CNBC, The Wall Street Journal, Fortune, Harvard Business Review, Fast Company, Inc., and more.

And he once told a story about selling water filters door-to-door.

(A tad harder than even cold-calling, eh?)

He had his magical script the company gave him. Memorized all the common answers to objections and questions. And was well versed in all the latest sales “techniques” and sales guru scripture.

And for 3 weeks not one. lousy. sale.

Even though he was a walking sales technique encyclopedia. And even though he was working neighborhoods with truly terrible water, where people would be likely to WANT a water filter.

So one day, Jim said screw it.

He threw his script away, knocked on doors and (basically) said:

And guess what happened?

That’s right — people started opening the doors and letting him in.

Why?

Because he talked about THEIR problems instead of HIS product.

Instead of wasting time trying to “convince” people, he quickly qualified them — and separated the sheep from the goats. If they weren’t interested in the main benefit, see ya later. No water filter for you.

If they WERE interested, he gave them what they wanted.

In this case, it was softer hair.

Selling is selling is selling.

Whether cold calling, eyeball-to-eyeball, social media, copywriting, email, PPC, it’s all the same:

Find out what people want and then show them how to get it.

You can learn more sales and marketing strategies like this at:

Ben Settle