Cold Calling - Top 5 Reasons To Avoid It
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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:
1. 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.
2. 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.
3. 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.
4. 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.
5. 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.
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About The Author
Frank Rumbauskas, the New York Times best-selling author who
revolutionized selling, has taught tens of thousands of salespeople and small business owners how
to stop cold calling forever! For 10 free chapters of Frank's breakthrough book,
please visit www.nevercoldcall.com.
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