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I remember when I got my first job in the insurance business, selling life policies to bank clients. I really loved the challenge of cold calling people and doing everything I could to win them over. However, I found that most of my colleagues hated it and were desperate to move on to another role within the company that didn’t involve the dreaded cold calling. Here are three of the reasons I think many cold calls are unsuccessful:

1. Failure to establish good relationships

One of the reasons cold calling can be so annoying from a customer’s point of view is the lack of professionalism you encounter. When I get cold calls, I always tend to give salespeople the benefit of the doubt. However, if they can’t connect with me, I’ll quickly get rid of them. As for me, if they don’t show some kind of personality, or if they don’t understand my personality, they shouldn’t cold call in the first place. People love to connect with people who make them feel better and this is how a cold call can change to a warm call.

2. Mistargeted Prospects

It never ceases to amaze me how sometimes I get calls from salespeople who don’t have any information on me. Some of them don’t even know my name. How can you build any kind of relationship with a person when you don’t even know their name? I got a call the other day and the salesperson opened the call by asking if I was the owner of the business. Cold calling can be difficult, even for a seasoned professional, but if you’re not targeting a specific audience, it borders on a complete waste of time. Okay, you might find someone who feels sorry for you. Unfortunately, this won’t pay the bills.

3. Not having the right tools

Cold calling requires a lot of information gathering. Each call to a business can become a small part of the overall puzzle. Talking to one person often reveals something that another person may not have revealed. This often means that by the time you finally get to talk to the primary contact, they already sound much more familiar with the company and have a better chance of identifying potential pain points. Cloud computing (CRM applications like Salesforce) is the best way to collect data because it allows information to be shared with other colleagues in the company. It is also more difficult to lose this information if your computer is stolen or damaged. Losing customer information that has been collected over months and years can be catastrophic for a business. I know this because I have lost customer information in the past and it is not a very pleasant experience.

Therefore, the term “cold calling” can be loosely interpreted as a call that a person did not expect. Someone calls you out of the blue when you could be busy doing something else. This is something that sellers have little control over. However, if we plan our call by gathering information beforehand, our cold calling can potentially become a “warmer call”. I think cold calling is going to be with us for a while longer, so as marketers it’s a skill we need to embrace. instead of avoiding.

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