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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