For many sales organizations, cold calling is the standard way to contact leads and set appointments. For many sales reps, cold calling is just a fact of life in the industry. Smile and dial, they’re told. They have to do it over and over and over again. And because of this, they have to deal with rejection, over and over and over again. The vast majority of sales professionals will tell you that cold calling is their least favourite part of the job.
But you know what? Sales reps aren’t the only ones who hate this outdated sales strategy. Buyers and decision makers hate it even more.
Here’s why.
It’s Interruptive
Decision makers are going about their hectic days. They’re busy. They barely have enough time to take a lunch break. And then out of nowhere, they get a dreaded cold call from a sales rep. It’s the last thing they want when their minds are already somewhere else, when they’re just heading out to a meeting or going home, or when they’re right in the middle of a big task.
Cold calling is interruptive. You don’t consider what the buyer is doing at that moment, and chances are, you’re going to get them at a bad time. And that’s because you didn’t schedule the call for a pre-determined time that’s convenient for both of you.
So, of course, you’re going to be brushed off or hung up on quickly, because you’re interrupting someone’s day and that buyer just doesn’t have time for you.
It’s Unnecessary
Sales reps of the past used to be the glorious and much-needed gatekeepers of information. Buyers had to go through sales people if they wanted to learn more about a product’s features and benefits, price, alternatives, and more. They had no choice.
But thanks to the handy dandy internet, this is no longer true. Buyers can get all of the information they could ever want about their future purchases online. They can read reviews. They can compare prices. They can learn about the different companies and competitors that offer what they need. They can ask their online networks for recommendations. And they can compare and contrast features and benefits.
Cold calling is now unnecessary because sales reps aren’t needed at the beginning of the sales funnel. Buyers are doing just fine all on their own—they’re doing their own research and that’s how they want it.
It’s Unwanted
These days, buyers hold all of the control. They don’t want some stranger calling them up to tell them that they “need” a product or service and that they’ll regret it if they don’t purchase it right now, in no uncertain terms. They don’t want to be sold to. They don’t want to be pushed around. If they are ready and willing to make a purchase, they’ll come to you, on their time. Cold calls are simply unwanted these days. Not only because they’re interruptive, but also because they’re unnecessary in the new sales process.
The Alternative
So you’ve learned that cold calling is interruptive because you’re chasing down leads. You’ve learned that it’s unnecessary because buyers don’t need you to give them information. And you’ve learned that it’s unwanted because of the new sales process. So what’s the solution? Inbound marketing and selling.
The inbound marketing and selling methodologies are based on the concept of attracting interested buyers to your brand—instead of bothering them. It matches the new way customers research and shop—online. And it’s in sync with the new sales process—it’s not about selling, pushing, or prodding people into buying, but about being there when they’re ready to make that purchase.
With such an effective alternative out there, there’s simply no reason to continue cold calling leads. Switch to inbound marketing and sales to sell more. You’ll be glad you did.
About the Author:
Rhys is a tenacious, top performing Senior Sales Recruiter with 11+ years of focused experience in the Digital Media, Mobile, Software, Technology and B2B verticals. He has a successful track record of headhunting top performing sales candidates for some of the most exciting brands in North America. He is a Certified Recruitment Specialist (CRS) and has expert experience in prospecting new business, client retention/renewals and managing top performing sales and recruitment teams. Rhys enjoys spending quality time with his wife, son, and two daughters, BBQing on a hot summer day, tropical vacations and cottaging.
Disclaimer: The views and opinions expressed in this article are strictly those of the author. CPSA does not endorse any of the companies, products and services mentioned within this article. RELATED RESOURCES:
- https://www.cpsa.com/resources/articles/how-to-increase-your-sales-without-cold-calling
- https://www.cpsa.com/resources/articles/why-people-hate-cold-calling-and-what-you-should-do-instead
- https://www.cpsa.com/resources/articles/3-reasons-why-cold-calling-is-a-waste-of-time
- https://www.cpsa.com/resources/articles/cold-calling-5-scenarios-5-solutions
