I think it’s a fair statement to make, every business needs more customers. I take calls all of the time from organizations that want more sales; they need higher revenues. The answer to the problem requires all of us to rethink what we have learned from our experiences.

All of us (unless we are sales people) hate the stereotypes of sales. When we are in the office and someone says, “Sales representative from ABC Company on the phone for you…” You and I both know we do not want to take the call. Why? We are going to be sold to. We all are taught early on NOT to be sold to. Your shoes could be falling off your feet and a sales person could call offering the shoes you need and I bet most of us would not buy. Most sales people are never let in and never told the real problem their product could solve. If they are let in and lose the sale, they are never told why.

This can be attributed to a simple fact. Selling and the cold call have become abused. The words “consultative” and “solutions” have been overused to the point where they mean very little. Today the right trend involves creating followers — social media is leading the way. We all need portals or hubs where potential and current customers can find information that adds value to their world and enhances what you do for them. Knowledge is, and always will be, the key to differentiation in your pursuit of a new customer.

Let’s revisit the cold call. Should it be dead? I am not so sure. I think it needs to evolve and we need to change the mindset that selling is okay. Most of the time the perception, even for the seller, is that it is not okay. There does not have to be a negative connotation. You have to start somewhere in your relationship with your prospect. We can send a letter; we can come see you. We want your business and we know we have to earn it.

Why not treat your prospects like customers? Imagine if your process and your information was more customer driven and actually offered value. The real key? Changing the sales steps to be focused on relationships. Have a great story to tell and be a good company that is of value — obvious but hard to do. Next? Change the selling steps and put the emphasis on building relationships. Focus on earning the right to discuss your customers challenges. Change does not come easy; take small steps in the right direction.