Call Me Old Fashioned But I Take Relationships Seriously 5 Reasons Why Cold Calling Doesn’t Work Anymore

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5 Reasons Why Cold Calling Doesn’t Work Anymore

It absolutely amazes me that salespeople still use cold calling as their main lead generation tool. Why do so many salespeople still use this age-old weapon to get the leads they need to do business? The main reasons are that they don’t know any better and there are still many dinosaur sales managers active who stopped evolving in the 90s and still force their salespeople to make a ton of cold calls a day.

Stop doing that! Cold calling doesn’t work (anymore) and here are 5 reasons why.

1. Everyone hates cold calling.

There are two categories of people who say they like cold calling; Liars and sales managers. There may be an exception here and there. Some rare species (I call them masochists) love to bang their heads against a wall time and time again and get a kick out of hearing ‘no’ fifty times a day. But the more sane salespeople among us just hate it.

Having to do something you hate every day does not contribute to your success. We expect ‘no’ with every cold call we make and it becomes a self-fulfilling prophecy. More rejections follow, and the circle is complete.

Prospects hate it too. A group is very susceptible to cold calling. These are the ones that have gatekeepers installed; the secretary and receptionist who are under strict orders to keep any cold callers away from the decision maker. Or they have a sign at the door: ‘No solicitations’.

Another group of prospects will talk to the cold caller; those who know how to handle them and aren’t afraid to say no, whether it’s right away or after a meeting (Send us a proposal, send us some information, maybe in 6 months….. .sound familiar?).

In short, if you manage to get an appointment, it will most likely be with the wrong view.

2. It is disproportionately time-consuming.

It’s like looking for a needle in a haystack. Let’s say a salesperson spends an average of 2 hours a day on calls, and let’s say he’s pretty good at it and arranges 2 meetings. It takes about 10 minutes to set up these 2 meetings. That means he’s been busy for 1 hour and 50 minutes with no result other than annoying people who could have been a quality asset if approached differently.

I don’t want to bore you with the math, but that’s the bottom line fifty days a year to be busy without anyone result.

3. People buy from successful sellers.

It is a well-known fact that people buy easier, more and faster from successful sellers. In a customer’s view, a successful salesperson has something worthwhile to offer. Apparently he is trustworthy. Why should so many others buy from him? So let’s join, we can’t go wrong there.

How does this relate to a cold caller? Successful salespeople don’t make cold calls. They don’t have time for that, they’re busy… selling. The prospects know that. In other words, in a customer’s mind, a cold caller is a failed salesperson. Not a good start to a relationship right?

4. We sell most when we don’t need to.

Remember ‘Facebook Mark’? The louder he shouted ‘no’, the more eager the companies became to buy his company. Most sellers will recognize this. We have been lucky this year and reached our goal already in October. No more pressure, relaxed free running for Christmas and New Year’s Eve. And what happens? We sell like crazy, almost effortlessly. Why? Because we don’t ‘use’ it anymore. We get brave and even start playing ‘hard to get’. Prospects become fascinated and will have to buy from you.

And the cold caller? He screams “I need your company so badly!” all over. And if he manages to get some business, he always wonders why he has to give so much discount….

5. We need to be on par with our prospects.

Decision makers have respect for their peers. For most companies, it is important to build a long-term relationship with customers. Strong relationships require that both parties see each other as equals.

You can’t seriously expect a decision maker to see a salesperson who practically begged for a meeting to see him as a peer, can you? And the fact that the customer does not have much respect for the seller will be reflected in the quality of the relationship as well as the quality of the order and repeat sales.

So what else if cold calling doesn’t work?

Look around. Or better yet, don’t look around, but focus on your screen. Many of the answers are right in front of you, just a few clicks away. Email, social media, referral techniques. The list is almost endless. One thing is certain. If you really want to participate in today’s economy, don’t use old-fashioned tools.

Perhaps the best comment I heard about cold calling was: Cold calling is like filling a swimming pool with a squirt gun. It works…… in the end.

Have a good hunt.

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