If you’re an active sales executive who is cold calling for new business and not having much success then I’m here to tell you that it’s probably not your fault.
I want to debunk some myths around cold calling, and back it up with researched facts. Most of the success that you’ve heard about cold calling is probably anecdotal at best.
Does Cold Calling Work
Cold calling seems to be the strategy that companies always fall back on for business development. Then again, most organizations don’t have a business development strategy in the first place. I would, in fact, argue that cold calling is a ‘non-strategy’ and rather an activity that is forced on sales executives when in reality the company is without a well-planned sales strategy. Cold calling still somehow seems to be universally accepted as ‘what sales reps do’.
I can hear the nay-Sayers now…claiming to have built their book of business on cold calling alone.
I can hear sales managers lamenting that their sales executives need to step up their cold calling efforts as it’s the fastest way to new business.
I can hear the sabre rattling in large boardrooms where a Sales VP is making his heartfelt speech on the guts it takes to make cold calls and the glory that comes with the ‘kill’ of closing a new sale.
I can hear CEO’s saying ‘If only we had a better sales force. Our guys really don’t know what they’re doing. We need better sales reps or training to get them there”.
In turn, I can hear sales training outfits saying ‘This is the training your sales force needs. Your team needs to learn how to make effective cold calls. Your sales department needs to know how to sell strategically. We’ll show you the way’.
Now unless you’re the only game in town with no competition OR you have an account base of 5-10 companies and can spend all your time and focus on them then maybe….maybe cold calling will eventually work for you. These are the only 2 areas where I have personally witnessed a degree of success with cold calling.
If you are not in one of the above 2 areas then I am here to tell you NOT to cold call. The sheer amount of research work going into making your calls (especially if you’re in the corporate level), the amount of screening and avoidance did by your prospects or just bad timing will quickly derail your success and deflate your attitude towards business development faster than milk can turn sour in the Sahara desert. Continue Reading >>>
