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Everybody has a different opinion on cold calling! Some people say it is the most effective and productive way to sell, some people says it is a complete waste of time, money and resources! In my eyes it really depends on the product. An expensive exclusive product cannot be sold and closed over the phone, but a simple -easy to see the value- product/service can!
Let’s start with cold calling is the past! When the first cold calls were made, probably right after telephone was introduced, (sales people are resourceful) people had no clue how to react what to do. It started to be a big business in the 50’s in America. As with every new sales method, cold calling was rocking. Why? Simple reasons: Cheap, flexible, saves time and you don’t have to go anywhere. You are sitting in Europe and getting orders from around the world! Try to do that with face to face meetings! Good Luck! Times change! Countries are passing laws to prevent people getting cold calls. Right now it is mainly focusing on B2C cold calling, but sooner or later it will reach the B2B market as well! Every CEO received tons of cold calls in his career, as soon as they hear the first sentence, they now you are trying to sell them something. I am not saying that a highly trained cold calling super salesman, won’t succeed, but I am saying that it is much more difficult for the average salesperson. And this will not get better only worse over time.
Cold Calling has a future! It is cheaper than ever with VOIP technology. To set up a commission only cold calling sales team, you barely need money. Mobile phones are common now, which means you can reach the decision maker directly without going through the gatekeeper. There are still products and services where cold calling is the best option, and it will be. For example: selling tickets and sponsorship for B2B events. Cold Calling is still the most cost effective way of to do it. Within a few years videophones will be completely normal, and a cold call will turn into a face to face meeting within seconds.
Whatever you are selling, the most important is to find the right selling method for your product, service! Without that, you will be running around in circles, and not achieve anything!