As many of you know, cold calling is not my prospecting tool of choice. In fact as we move further into the twenty-first century, cold calling is loosing its effectiveness. It is actually getting to the point where it is becoming counterproductive. It has a great chance of potentially turning somebody off who may have been a great prospect otherwise.

Now I am not going to argue that some amount of cold calling is required to get the job done at times, but…if that’s the only tool in your prospecting toolbox today you are in trouble! Most sales professionals continue to cold call because that’s what they have done for the past 35 years, it used to work and more importantly, that’s what their sales manager expects out of them! And my friend, this is why if you are dependent on cold calling to get prospects you are struggling today!

Today we are in the Informational Age (actually we are really in the beginning of a new age – The Conceptual Age, but only a very few have acknowledged it!) and common sense will tell you that anything that was effective 35 years ago can’t possibly work today. Clinging to old, obsolete ideas of yesterday leads to bankruptcies today.

A major key to success today in commercial real estate is to keep an open mind about new ideas. There’s a true story about Albert Einstein when he was teaching as a professor. A student assistant was about to prepare a test for the next class when he asked Einstein which test they were giving. Professor Einstein replied, “The same test as last week”. The assistant was immediately confused, asked why and Einstein replied, “Because the answers are different this week.”

In our fast moving new world you need to remain open minded because although we may be facing the same challenges the old answers are now obsolete and different.

Below are a series of three suggestions for selling in this new environment, the Information Age (or is it the Conceptual Age?):

1. Create a 12-month marketing plan that brings leads to you. Have at least 3 prospecting strategies you are regularly implementing included and put them in your calendar. Have your strategies be the kind that delivers leads to you vs. you doing the chasing.
    

2. Get help with your marketing plan implementation. You are a deal maker and that’s where you should be focusing your time and efforts. Hire a VA (Virtual Assistant) who has marketing experience to help you. Two hours a week can be a great start and can make a BIG difference.
    

3. When you do get a lead, follow up immediately. Have a system in place that allows you to follow up effortlessly.

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