Organizations have been cold calling buyers for decades. In the past, it was one of the few ways that sales people had to connect with buyers. But then we got caller ID technology and buyers started screening and ignoring these calls from unknown numbers. Then, the internet became widespread and buyers no longer needed sales people—they did their own preliminary product research. And that’s the way they liked it. It gave them control over the buying process. In fact, inbound marketing essentially killed the cold call. Customized services then became the norm, and the sales script and generic one-size-fits-all pitch that sales people used over the phone became more ineffective than ever.
Now that it’s harder than ever for sales people to hit their quota while using the phone, it’s clear that cold calling is ineffective.
Need more proof? Here are some data-driven stats that prove cold calling is no longer effective and should be ditched by all.
What’s the point of spending day in and day out calling buyers when only a tiny 2% of those calls will actually lead to an appointment being set for a meeting?
When you don’t know anything about the buyers you’re calling, it’s no surprise that your scripted pitch doesn’t work on them. Your words end up sounding impersonal, your solution doesn’t meet their needs because you don’t even know what those needs are, and you have no information to use as a base for connection and conversation.
But if you want a warmer reception from your buyers, you need to contact them through their preferred channels. By and large, this is email with 77%. Next, 9% of people want to be contacted by mail, 5% by SMS, and 4% by Facebook.
Even if you get lucky and end up calling a buyer that actually has a need for your product, even if your product is a perfect solution to their problem, they probably still won’t buy from you, simply because you’re cold calling them. 80% of decision makers won’t buy from a sales person that’s cold called them. Period. No matter what.
About the Author:
Rhys is a tenacious, top performing Senior Sales Recruiter with 11+ years of focused experience in the Digital Media, Mobile, Software, Technology and B2B verticals. He has a successful track record of headhunting top performing sales candidates for some of the most exciting brands in North America. He is a Certified Recruitment Specialist (CRS) and has expert experience in prospecting new business, client retention/renewals and managing top performing sales and recruitment teams. Rhys enjoys spending quality time with his wife, son, and two daughters, BBQing on a hot summer day, tropical vacations and cottaging.
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.