Small Business Today Magazine FEB 2015 TAYLOR CONSTRUCTION MANAGMENT | Page 20

EDITORIALFEATURE

Your Next Step

How to Take the CHILL Out of Cold Calls (Part 4)
By Jack Warkenthien, CEO of NextStep Solutions

Timing Is Everything!  Zig While Others Zag.

O

ver the past few articles, I hope you
have seen a pattern; the more information you know about your candidates,
the warmer your sales opportunity. 
Conversely, the more meaningful intelligence
your candidate has about you and your company, the more likely they are to do business
with you.  Timing is everything and your job
is to deliver the right information at the right
time using the right media.  Many of you who
have been in sales for decades will attest to
the fact that you enjoyed information disparity.  Sellers had far more information/data/
research/etc. than buyers.  Thus, there was
more of a need for you, back then.  Now,
welcome to information parity where buyers have as much information in which to
make an informed deci