Book Review: Red-Hot Cold Call Selling by Paul Goldner

Delivery: 7

In his book Red-Hot Cold Call Selling, Paul Goldner delivers some of the best concepts in prospecting. While his scripts are not strong and should be completely ignored by junior sales reps, his structure and organizational tips are fantastic. His pipeline development also showcases a methodology that will all but guarantee results.

He has a decent writing style and it make it easy to breeze through his book. His simple diagrams and charts can be followed by anyone. New readers will eat this up, and if you implement his workstyle, you will immediately see results. Some of his recommendations, like using a CRM, or constant pipeline adjustment are really geared at the younger, and less experienced salesperson.

Concept: Workflow – 9 Communication Style – 4

Here we have a dichotomy of opinions. As I stated, his path is might. Unfortunately his scripts are horrendous, and I firmly believe that they work for him only because he is a talented sales person that plays the numbers game. He also really pushes getting the appointment in a manner that will not always lead to a positive collaboration.

The basic concept of starting with a target audience and working the prospects that fit that criterion is superb. His recommendation to build your prospecting muscles and to prospect every day, fantastic! His goals of starting with a basic meeting request and then keeping people in the pipeline by offering unique selling points, truly reminded me of how to continue building relationships. The key point he makes and validates is that not everyone is ready to buy from you today, and by wasting your time with the unwilling or not ready, you miss the real opportunities.

He does have an opinion, as so many authors seem to, on what you say. He spends three pages justifying the phrase, “How are you today?” This is quite possibly the weakest introduction a sales person can use. He justifies it by claiming that it does not hurt his sales, and tells a story about his successful communication with a high level executive at a European company. In Europe, he claims it is the greatest taboo to ask how you are today, and he had no problems when he used it. All I can say is that if it works for him fine, but in the modern calling era, when everyone asks it, and no one means it, it starts a relationship off insincerely. The average C level, VP level, or Director level prospect will probably tune you out from the moment you ask it. All of his scripts have this flaw along with one other. He pitches a value point out the gate. While this alone is not an issue, in fact I recommend it if you can approach it from another company’s success. My issue is with this part of his scripts, “Is this something you are seeing/facing/trying to accomplish?” This line of questioning is what sets people off and often you have surrendered to one qualification instead of broadly approaching an opportunity. I would prefer using something that directs how a problem was diagnosed and solved. I suggest not asking if it relates, but let them see how you used deduction to accomplish something.

His use of enthusiasm is fantastic; however he stresses the word great every time a prospect responds to a question; even when he has made an issue statement. I am perplexed by this, since the prospect probably does not think their problem is great. I prefer mixing up my power words and in the case of just hearing a problem, fascinating would be a better option. Use words like, “excellent, superb, terrific, absolutely, definitely, terrific, and yes great.” Just mix them up so you are not using the same word to transfer enthusiasm over and over again.

Message: 8

The message Paul Goldner delivers is simple and needs little stated about it.

1. Research prospects in your specified market. Use a lead source like Hoovers.
2. Determine who are your highest priority accounts, then middle, then low.
3. Make as many calls to these prospects every day.
4. Ask them to enter discovery, either in person, or over the phone.
5. Accept no’s as an opportunity to move them further out in the pipeline.
6. Create five unique selling points that differentiate your product from the rest of the market.
7. Deliver these unique points over time as needed to get into discovery.
8. Track everything in a CRM.
9. Track your activity through reporting to keep yourself honest.
10.
If you are diligent with this process, you will find more sales coming to you every day.

Overall score: 7

Over all Paul Goldner delivers a powerful training in how to build a pipeline through cold calling. It is an easy read and he shows a clear path to success. While his scripting and communication style is not one that everyone will find beneficial, he lays out a callback program that will be effective. This book lays out down foundation for self motivated lead generation that can help anyone become more successful at sales. It is a must read for either the new sales rep or anyone struggling to maintain their pipeline.

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