By Ryan Myers on Apr 24, 2018 10:02:00 AM
Cold Calling 101: Advantages & Disadvantages
Old habits die hard; that’s as true for business as it is for any other aspect of life. And one of the oldest habits in the sales-and-marketing game is the cold call. Indeed, plenty of companies still utilize this technique that was developed decades ago, and while it continues to divide opinion within certain industries, it remains a big part of many business sales strategies. So to better understand cold calling, it’s time for an examination.
Consider this article “Cold Calling 101” for beginners and veterans alike.
Why Do Businesses Still Cold Call?
The simple answer is that it works for them. (Or at least, they think it works for them. More on that in a moment.) There are certain advantages to the cold-call system, if you know how to implement it properly. Many times, companies don’t make an individual cold call with the express intent of landing a sale. Strange as that may sound, cold calls these days can be more accurately considered “probing calls” to gain pertinent information. Some businesses merely use cold calls to determine who the manager is at a potential client’s operation. Other times, businesses cold call to ask leads survey questions as a form of market research. And lastly, businesses will cold call simply to establish a person-to-person connection with a potential lead.
Cold Calling Drawbacks
What’s not to like? Lots, unfortunately. Not only do consumers hate receiving cold calls, most sales professionals don’t like making them either. They’re difficult, largely ineffective in terms of sales conversion, and take up an inordinate amount of a company’s time and resources. Plus, it’s not going to get any easier for cold callers. More and more businesses are abandoning landlines altogether, and fewer young professionals are willing to pick up the phone to have a conversation with a sales person––even if they could actually benefit from a given product or service.
Future Prospects and Alternatives
It’s likely that some sales professionals will want to go down with the cold-calling ship when the time comes to completely shelve this way of doing business. However, for the moment, some companies will still continue with a cold-calling strategy in some regard, even if it’s not the most efficient way to create leads and make sales. For those who insist in following this ideal, you can take steps to “warm up” your cold calls by utilizing marketing data, sales analytics tools, and by taking more time to study leads beforehand. Alternatively, companies looking to ditch cold calling completely have these methods at their disposal––along with a whole bevy of alternative lead-generation possibilities.
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You can also download the guide, "4 Steps to Finding Qualified Leads" below.