Telephone sales: Cold calls are dead – hurray for cold calling
Cold calls are still an important instrument in an acquisition strategy. However, many decision-makers still equate sales with cold calls…..
Only, times have changed. Due to the rise of call centres, the telephone has been overused as an acquisition tool in recent decades.
Many decision-makers are just annoyed, block calls or have given the front office clear instructions not to put through any more enquiries from new service providers.
The “success rate” is therefore now in the per mile range and does not justify the high costs. This is all the truer when inexperienced salespeople make the calls.
Even training is of little use here.
In some sectors and with certain target groups, the use of a service provider with trained staff can have limited success. Wild cold calling is therefore mostly just a waste of time, money and conscience. One does something.
Cold calling can work, but only with a sophisticated strategy, accompanying communication channels and with professionals who know how to initiate appointments.
A conversation guide with a good, concise pitch that shows the customer immediate added value and concrete solutions to his problems is absolutely necessary. Then cold calls can still lead to good success.
In the last few years, I have carried out or got to know both good and bad cold calling campaigns and service providers.
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