Be genuine when prospecting

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Jeffrey Gitomer addressed an important subject in his Business Journal column titled “Be Careful in Using Outsider to Dial for Dollars?” yesterday. In that column, he asks a great question and shares his opinion:

Why would you trust making a first impression on your customer to a total stranger?…In my opinion, you can outsource everything in your company—except sales and senior management.

By the title of the column you would think that he’s completely opposed to using “outsiders” in prospecting and sales efforts. But then he backtracks a bit and says the one exception is to hire “…territorially oriented teams of sales representatives who work as independent contractors. These salespeople are generally seasoned veterans with great inside connections and a track record of success.” He also goes on to suggest hiring college fraternity members and turning them loose.

Listen, I am a huge fan of the practical advice and strategies Jeffrey Gitomer gives. And he’s made a ton of money selling his speeches, books and teleseminars. In fact, he’s got two of the top five books on sales at Amazon. And maybe I’ve completely misunderstood what he’s going for in his column. But I can say this: I would never outsource my teleprospecting efforts. Never.

Ironically, I wouldn’t do it for the reason Gitomer initially cites: I don’t think anyone can make a better first impression on my customers and prospects than my own sales force. Prospecting in-person and on the phone are so low-return that I want people I can trust taking that first step with customers.

Now, there are some business models that rely on independent contractors vs. salaried or commissioned sales professionals. I understand that. That’s a business-model issue, not merely a sales-force-prospecting issue.

But if you believe that the best relationships start with a dialogue, not a monologue; if you believe that a compelling story to tell is more powerful than a knock-’em-down script that gives them two appointment times to choose from; if you believe that being genuine with customers from the very beginning matters, then you will never outsource your prospecting efforts.

What do you think?