Reference and Education Facts and Tips

Unlike virtually any other marketing tool, cold calling lets companies change courses at almost any time.

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But four specific steps can turn disastrous campaigns into successes. Despite frustrations, B2B cold calling is alive and well and continues to fill companies’ sales pipelines. Professionals at the highest levels of their careers employ this prospecting activity to augment sales made through warm referrals and introductions. But for many salespeople, telephone canvassing has posed challenges that have driven them to stop cold calling altogether. Here’s why: a. Only 5% to 30% of prospects are at their desks and answer their phones. b. Most calling lists do not contain the decision-makers’ correct names. c. Voicemail is universal and blocks most calls. d. Roughly 30% of a cold caller’s time is spent navigating phone systems and company directories.

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Establishing and maintaining a big share of any market today is difficult. With more and more competition out there and more and more new products flooding the market all the time, along with new technologies that are emerging, executives and managers must always stay on top of the game or be sunk. Older, veteran leaders cannot afford to pause and rest on their past successes, and the younger generation must jump in with both feet, prepared to be aggressive.

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