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Cold Calling - Top 5 Reasons to Avoid it
by Frank Rumbauskas
Published on this site: April 20th, 2006 - See
more articles from this month
Cold calling, once the only method of sales prospecting, no
longer works in today's world.
Here are the top five reasons to avoid it:
- Cold calling makes you look desperate.
We all know that people want to do business with those
who are successful; however, cold calling makes you look
totally unsuccessful! Prospects think if you're cold calling,
you must have nothing else going on, and they should avoid
doing business with you.
- Cold calling makes timing work against you.
How can you know if someone is ready to buy when you
call them at random? You don't! If you get leads from cold
calling, there's a good chance they're looking to buy next
year, not now. And most people you call at random will never
buy, ever.
- Cold calling limits your sales production by time.
Leverage is very important, and is missing from cold
calling. In other words, you can make only one call at a
time or knock on one door at a time. There is no leveraged
system working on your behalf, and as a result, even if
you get leads from cold calling, there are only so many
hours in the day to do it.
- Cold calling is the leading cause of salesperson turnover
and lack of morale.
Endless surveys show that the requirement to make cold
calls is the number one reason why sales people quit, and
the lack of cold calling is the number one reason why salespeople
stay. Cold calling is very demoralizing and has a very negative
impact on sales performance.
- Cold calling fails to get qualified leads and generates
unqualified leads.
Managers tend to measure the results of cold calling
by the number of appointments set; however, appointments
gained through cold calling have the lowest close rate of
all. People who respond to cold calls generally aren't the
busy, successful people we want and need to meet with.
Frank J. Rumbauskas Jr. is the author of Cold Calling
is a Waste of Time: Sales Success in the Information Age and
Never Cold Call Again: Achieve Sales Greatness without Cold Calling. For more information please visit: http://www.nevercoldcall.com
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