Why You Should Not Cold Call?

Cold Calling Tips For Mind-Blowing Results

Cold Calling Tips For Mind-Blowing Results

Before You Begin Cold Calling

Are your salespeople not hitting their targets and have trouble closing sales? Are your profits soaring? If you’re still relying on cold calling as the primary method of selling, there’s no reason to be surprised that sales are slipping.

The pressure on your salespersons to call more times in an hour isn’t going to work. It is time to revamp your sales process.

Cold calling is no more and you should quit using this method of selling immediately. Here are a few reasons why you should not cold call?

Why You Should Not Cold Call?

Why You Should Not Cold Call

Why you should not cold call? It isn’t advisable to cold-call since cold-calling isn’t a good idea for all businesses and can be difficult to implement properly. Although it is beneficial as it allows you to contact potential new customers, it has its disadvantages.

What Is Cold Calling?

It is considered to be a classic method of marketing. It is a strategy whereby a marketer or salesperson makes use of the phone to make calls to convince potential customers who do not have any prior knowledge about their company to purchase the products and services they offer.

Best Cold Calling Examples: What (Not) To Say

Here are some cold-calling examples:

  1. Do you have the ability to forward an email?
  2. I’m not experiencing this issue.
  3. The price is way too excessive
  4. We have an agent
  5. We haven’t succeeded, but we’ve tried it before.
  6. I’m not the best person for you.

The Disadvantages Of Cold Calling

    • Customers Find it Irritating: With the number of promotional calls by different businesses trying to convince clients to buy their products or utilize their services, increasing numbers of people are turning off these calls completely. They don’t want to stand in a solitary spot and spend their time with a salesperson who could be following exactly the same script that was employed by five other cold callers, consequently, they’ll leave the call.

      It’s estimated that 229 million numbers are listed as part of the National Do Not Call Registry which shows how unhappy people are with cold-callers. Rejections after rejection can cause a hiccup for those who are making cold calls as well.
    • Not Sustainable: In order for marketers to be successful with cold calling, they must be relentless in their efforts to succeed in securing the most suitable person. The problem is it can take hundreds of calls over the day to even get the right person to sell to. However, there’s no assurance that they’ll be friendly to you in the process of transition, be understanding or are interested in your product or service.
    • Can Damage Company Reputation: Cold calls are typically made to people who don’t know about the company’s products or services they provide. In essence, cold callers are trying to divert attention from their work to keep them entertained and to entice them to purchase something in the same way as the person calling.There are rude phone callers, others who make an unfavorable impression on the general public. These kinds of mistakes can cost you prospective clients, and even more importantly it can cause the company to have a bad reputation.
    • More Time-Consuming = Less Success:  In cold calls, it is necessary to have to speak to each one of them individually. As you likely already have it’s a slow and lengthy procedure when you need to connect with large numbers of people. In certain cases there is no achievement. The issue is cold calling has to contend with companies who make the most of social media, emails, blogs, and other platforms so they are able to reach a larger audience than cold callers do but in a shorter time.
    • It’s a fight which cold callers won’t be able to beat. Because marketers are making use of numerous channels and continuously producing content, they’re likely to reach a wider number of people. This means that they’ll be able to connect with more people, and not irritate them.
    • Reaching Decision Makers is Difficult: Referring to the previous aspect, marketers who use strategies for email and social media strategies are creating much greater results than cold calling. They have online content which means that decision makers are looking for their answers on the internet. The difficult part of the job is completed once they’ve gotten the attention of decision makers.The cold callers on the contrary, face an uphill task from the beginning.

      Prospects have gotten used to cold calls, and today most companies make it extremely difficult for salespeople to get in touch with decision buyers at all. Therefore, even though cold callers aren’t able to get the attention of decision makers to promote their products or services these same decision makers have a tendency to avoid irritating cold calls and seek the answers they need elsewhere.
    • Difficulty in Educating Customers Over the Phone:  If you’re looking to purchase the latest pair of shoes You’re not likely to be lured by someone telling you on the phone about how they look and feel. They’re not likely to decide to buy the pair. It can be difficult to explain an item or service in cold calls. Customers should look up reviews, see products or services in action, or even test it to determine if it’s worth the effort. Being unsure isn’t ever a viable option for consumers.
    • Cold callers typically have specific instructions to follow. They may not know the kind of information they need to provide to create a more personal customer experience since they’re not able to provide. If they don’t educate themselves via written or visual content and the right visuals, or even physical language or emotional cues in person, results that promise aren’t possible.
    • Advances in Technology Prevent Callers from Getting Through: Cold callers are restricted in the tools they make use of: phones, and possibly laptops for a while. Alternative marketing strategies are chugging forward with automated platforms including content management systems, more. The customers cold callers try to reach have embraced technology as well. In their instance, it’s more of a caller ID call blocking spam filters and more.

      It’s not surprising that cold callers with phones are then calling people who have spam and call blocking technology filters in place…you are getting the picture. This isn’t working since cold callers lag with regards to technology, while their clients and customers are utilizing technology to stay ahead.

What Are The Reasons Why You Should Never Cold Call?

  • It doesn’t really work

Why? Because a cold call is an ambush, and someone who has just been ambushed has one motivation: escape. So, while the prospect is trying to figure out how to end this unwanted interruption while preserving their self-image as a good person, you launch into what feels like an interrogation. Every answer they give is designed to facilitate escape, and the best answers are the ones that obviously disqualify them. “We’re set” is the most powerful.

  • It actually wastes time, even though it feels like it saves time

Whether you are setting appointments for yourself, or you are doing so for someone else, your average conversation goes from 1 minute 8 seconds without adding the usual qualification questions to more than 3 minutes—and then tends to yield a false negative.

  • It ignores timing

The replacement cycle for B2B solutions averages three years. That means that 11/12ths  of your otherwise perfectly qualified prospects are not in a possible buying cycle for your solution this quarter. They are not disqualified: They just aren’t ready yet. 

  • It squelches curiosity—both yours and theirs

The primary purpose of a cold call is to schedule an appointment, and the best emotion to drive that is curiosity. When you start interrogating, the prospect immediately stops being curious about what you are all about and starts preparing to resist your impending pitch.

  • It diminishes conversation-to-meeting yield

This one is simple but subtle. You will obviously have fewer meetings if you disqualify, which might seem fine to you, but actually creates opportunities for your competitors. You have conducted a little research, then been so certain that there is no fit, that you won’t even meet. Your competitor might choose to meet, and, to their delight, learn that you did part of their job for them.

  • It kills relationships in the crib

Let’s face it—if you turn to a stranger in an elevator and start asking them questions about their business, you will get everything from a funny look to them making a call to security. Interrogation is no way to start a relationship, and B2B requires trust relationships to have a chance.

  • It ignores competition and actually makes your competitor’s job easier

You do the hard part of getting someone on the phone—a 5% shot that you actually won! And, after all that hard work, you decide, based on unreliable information obtained by interrogation of an ambushed prospect, that you should give up and let your fiercest competitor have a shot at someone who actually answers the phone. You are effectively working for your competitor, which is a bad idea.

  • It keeps you from improving your targeting, and your lists will get worse over time
Targeting is hard, and improving your targeting is crucial to success in the market—because your list is, literally, your market hypothesis. It needs to be fed good information, and cold calls don’t reliably produce that information: Discovery calls do. Send everyone who is willing into discovery, and then use that information rigorously to make your lists smarter.
  • It cripples discovery
By splitting discovery across two kinds of conversations—ambush (unreliable information) and actual discovery (reliable, if executed correctly)—introduces a risk that you won’t be able to achieve it at all. 
  • It muddies your strategy

Again, your go-to-market strategy must be reduced to a list, and the list must be improved over time using the best information you have. That information comes from discovery, not an ambush cold call—much less a bunch of cold calls done by different reps who inevitably have different criteria for disqualifying a given prospect.

Frequently Asked Question

What makes a good cold caller?

If you want to be successful at cold calling, you must be able to demonstrate you are concerned about your prospect’s success, know the issues they face, and recognize the issues they face and desire to solve their problems. It is also important to comprehend your potential customer as a person and build a relationship with them.

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