Most people who are in sales are very familiar with cold calling because this is how they make their living. Cold calling has a low success rate, you may come across a solid prospect every now and again but more than likely they will control the process, not you, and will virtually eliminate any power that you have.
What are some of the reasons managers make their sales reps waste their time on cold calling? Let's take a look:
* It is an inexpensive way to find new customers.
* They think that most account executives are not going to be at their company for the long term and they know that investing in a marketing campaign will take away from their year end bonuses regardless if it effective or not.
* They do not have to invest in a lot of training for the rep because somebody with general knowledge of what they are selling can sit down and write a script whether it is effective or not.
Most of the time what happens is the rep will get sick and tired of the cold calls and move on to greener pastures. Many companies thank this is the norm so training the rep to find better more effective ways of marketing will be passed along on to other companies.
Cold calling is an old school tactic that could have been effective in past years now that technology and information is readily available most people will look for themselves to find a product. Everybody gets pounded with a relentless array of marketing and they have become desensitized to a product that can save them money or help with productivity.
At the right moment if you can keep your message in front of a prospect you will be fresh in their minds and they will be more likely to ask for a meeting.
There are many ways to find new leads without cold calling you just have to be creative. Becoming a recognized expert in your field will make prospects come to you and make it easier to sell. Cold calling can be eliminated and once you do this than your income will increase and you will become more effective.
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