Millions of organizations still use cold calling as their main—or only—selling strategy. They set up their sales reps in tiny booths, where they make calls all day, every day.
It’s actually quite shocking that so many companies still cold call as a way to make sales. With so many better options out there— like inbound marketing and selling—there’s just no reason to be cold calling anymore.
And the fact is, cold calling is just a waste of time and effort. Here’s why.
It’s interruptive and it’s annoying to prospects. It doesn’t make them happy. It frustrates them. It certainly doesn’t earn your sales reps any respect or admiration. It starts off relationships on a very bad note—one that might be impossible to bounce back from.
Well, guess what? Because prospects are annoyed at your unwanted interruptions, they’re going to screen your calls. Since the invention of caller ID, people just don’t get tricked into answering the phone to get sucked into a sales pitch anymore. In fact, people rarely pick up the phone nowadays if they don’t know the number on the screen. I know I don’t.
Cold calling was built on the idea that normal phone behaviour is to answer a call and have a spontaneous conversation with the person on the other end of the line. But today, not only are people screening your sales reps’ calls, but phone conversations in general are really becoming “by appointment only.” Buyers and decision makers would rather use email or texting to connect, and only use the phone if a call is scheduled for a convenient and pre-established time. So the whole concept of cold calling is just out of whack now—it doesn’t work with today’s buyers.
You can keep getting your sales people to cold call leads, but you’ll just be wasting their time, because no one’s going to answer.
The thing is, if all you’re doing is annoying prospects and they’re all ignoring your phone calls anyway, then there’s just no way that this old-school sales technique is efficient.
Don’t believe us? Look at some data-driven reasons why it sucks:
If you’re still making your sales people cold call, it’s time to stop immediately. It’s annoying, people are screening, it’s out of touch with the way people buy today, and it’s an inefficient and ineffective way to actually make sales. There’s no place for it in the market anymore.
About the Author:
Matthew has over 20 years of sales and sales management experience. He is the founder of SalesHub, an inbound marketing agency that helps companies generate leads, boost revenue, and adapt to the new way customers buy. When he’s not helping companies improve their revenue, he trains and competes in half ironman distance triathlons to “relax”.
Disclaimer: The views and opinions expressed in this article are strictly those of the author. CPSA does not endorse any of the companies, products and services mentioned within this article.