Leaders of nations first did it. Military generals do it. Even high-powered CEOs use it. When they need to action something of critical importance, they pick up the red phone and make a direct call to the person whom can most influence what they need to achieve.
The original red phone was between Washington and Moscow during the Cold War. It was a direct line that could connect the presidents for critical discussions.
Many decades on, thanks to the internet and social media, our world is now vastly more connected, yet cutting through to influencers and decision makers and getting them to take you seriously is harder than ever. We are all far too busy and well-informed to indulge a self-focused stranger trying to sell us something over the phone. Countless past negative experiences have trained us to know better. However, the phone is still a powerful tool if you know how to utilise its qualities correctly.
Cold calling is dead, but the red phone is alive and well. Yes, sadly, the rumours are true. What once served salespeople admirably is now a rusty, antiquated technique that does little more than waste time and energy, while offering the recipient nothing.
Unlike cold calling that typically requires minimal aptitude, you just collate a database and hit the phone until your conscience catches up with you, the red phone call requires thorough planning, a structure, investing time to determine why you are calling, having a depth of knowledge about whom you are calling, and knowing how your words will inspire the recipient to action.
Cold calling is a numbers game, an exhausting one at that. In contrast, applying the red phone technique is about quality not quantity of calls. One successful call can be a game changer and set off a cascading effect that transforms your year or maybe even your career.
Red phone calls are big, bold calls to influential people that can genuinely help you and dramatically impact your business. They are calls to people you can impact and contribute to in a big way. Stop cold calling, pick up the red phone.
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