Only takes 1 match to burn 1,000 trees

This song from stereophonics really resonates with me.

In 2007 I cold called Ian Mclean, Franchise Director of Belvoir, to discuss training all of Belvoir franchisees. It came to nothing.

7 years later, after staying in touch with Ian, he introduced me to Eric Walker, MD of Northwood, which is owned by Belvoir.

In 2017, I was the keynote sales speaker at Northwood’s conference. Dorian, the CEO of Belvoir was in the audience and he booked me to speak at Belvoir’s conference. Mark Newton was in the audience and he booked me to speak at Newton Fallowell’s conference. Duncan, MD of Jelf was on my table and he booked me to deliver sales training for his 150 sales staff. On the back of that success, I trained 70 sales staff for SME Insurance. The MD of SME left and is now MD of Premier Business.

I’m on the train to Lancaster as I write this to deliver sales training with 60 sales people at Premier Business.

That cold call to Ian was worth in excess of £500,000.

Now tell me, is cold calling and staying in touch worthwhile?

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