A multitude of recent postings on the Internet discuss the value of cold calling in today’s economy. Apparently many pundits believe this traditional sales method to be effective. The reality is people are busy, decision makers have shifted and more importantly intended recipients do not want to be bothered.
Cold Calling is now as outdated as a physicians’ home visit. Cold Calling is intrusive; places prospects on the defense and typically produces very little if any results. Surveys illustrate that cold calling produces less than a five percent return.
The purpose behind business and selling is to develop relationships. This is an outward process and focuses all energies on the client. The initiation of relationships illustrates value and emotes loyalty.
The contradiction of cold calling is that it is an inward activity. Focus is on the company and widgets sold rather than acquisition, value and concern for the prospect.
To aid lead generation in today’s competitive tempest requires a bevy of integrated activities. Business professional can speak, write articles, comment to blog entries, attend networking events and trade shows, produce sweepstakes, disseminate press releases etc. Each activity helps increase name recognition to produce buzz. When you increase the amount of activities there is a correlation to accelerating the business.
Accelerating business in a competitive world is similar to the weekend golfer. Many swing clubs for hours hoping to hit the longest shot but the returns are minimal. However 90% of the activity in golf is the short game. Making 50 – 60 calls per day is tedious. It produces very little results. It is bold, it is old and continuing traditional methods in a contemporary world will leave you out in the cold!
