Is Cold Calling Becoming Obsolete?

Computer enthusiasts jokingly say that if Alexander Graham had learned about the existence of telemarketing and cold calling that he was about to unleash with the invention of phone, he would never have published it.

Ten years ago, we had declared " cold calls are dead ." Inc called " a waste of time ", and blogs devoted to the sale devote a very serious field to the discussion of vendors by their hatred of impromptu appeals .However, thousands of existing businesses were built as a result of impromptu calls. It therefore seems unrealistic to declare the entire exercise "dead" in modern affairs.

But a research report from Keller Center studies the efforts of real estate agents to make impromptu calls and finds that only 28% even get an answer. An appointment has been set for every 330 calls made. It took nearly 7.5 hours to make 209 calls, which meant that it took a day and a half to cold call for a conversion (in this case, an appointment).

Similarly, Business-to-Business research conducted by Salesforce found that some primary channels performed better than others in terms of telephone canvassing. While the referrals are converted to almost 4% the lists of pellets are converted to a derisory of 0,02%. Leap Job reported that only 2% impromptu calls give rise overall to an appointment. All this does not seem worth it.

But what would take the place of cold calls?

Unexpected obsolescence

Although some products have long been part of a platform of "planned obsolescence" – you will find computers and smartphones wholesale tactics are falling to away. Old-fashioned marketing methods are disappearing to make way for the data. Home sales take precedence over e-commerce. The brochures pave the way for digital newsletters.

But impromptu calls were not meant for this mold. Security breaches Social media and other modern technological developments have made people more private and, with this intimacy, reluctance to engage with strangers. To complicate matters, technology has also provided us with features such as caller ID and voicemail, and it's easy to see how efforts to establish individual connections have been dethroned.

However, sales are essentially about building relationships and fostering business growth through personal relationships. If people who call out can not reach people on the other end of the line, how can they use their charisma and knowledge to convince potential candidates to find out more?

The truth is that sales are moving towards a new dynamic, which still uses individual connections but uses methods other than verbal communication to establish them. It's also smarter for businesses: many technological developments over the last two decades have allowed brands to step up their efforts, allowing them to maximize their investment. The automation and personalization of marketing have joined forces to eliminate the lack of camaraderie that afflicts so many traditional marketing media, so that the "spray and prayer" type of tactics look much more like "spray to play" .

This is where the cold call is:

E-mail: Smart sellers do not put all their eggs in one basket; they use a multi-faceted integrated approach to sales: phone calls, emails, social media, etc. "E-mail produces the highest quality of these methods, because when you send an e-mail, people have to open it, read it, think about it, and respond to it – there is no time as on the phone, when you might surprise them, "says Jeff Winters, CEO of Sapper Consulting .

Winters says that Cold Calls create an instantaneous pressure that may result in lower quality meetings. E-mails provide room for maneuver, allowing people to think and engage in a sales pitch; they indicated their thoughtful intention to go forward. Emails, he points out, may result in fewer calls, but they tend to be of better quality – thus eliminating a significant portion of the work required for the 330 impromptu calls for closure. an appointment.

Social Media: Social selling is the other side of the coin. Like impromptu calls, social media coverage requires a lot of time and effort to be profitable. The difference is that social selling tends to be more visible, meaning that the initial efforts – and the public interactions that take place on social media – are seen by many prospects at once. This means that the influence spreads even more quickly and that people develop brand impressions based on the conversations of others. It does not even consider SMs and other private conversations.

"Unless you're still living in the world of selling via a phone bank sweatshop, you understand that unplanned calls are really hot calling or contacting people who already know something about you or who have a relationship with you. you ", explains Mark Hunter of The Sales Hunter. "In this context, social media is a great vehicle. However, it still takes time and needs to be done as part of a marketing strategy. Spending time tweeting hour after hour or playing on everyone's Facebook page will not get you anywhere, but will be broke. "

Inbound Marketing: Access to online research has sometimes made sellers themselves obsolete. After all, if people can find the answers to their questions on a website or via a chatbot, they do not need to talk to a live person. In fact, a Demand Gen report revealed that 70% of a B2B buyer's career was completed before contacting a sales representative.

This in most cases requires collaboration with the marketing department, but companies are increasingly relying on retargeting, customization and cookies to track what prospects are looking for and considering. Building campaigns to get their attention during the research phase undoubtedly attracts more person-to-person interactions for sales professionals, closing the loop for those who are struggling to convince people to pick up the phone .

If Alexander Graham Bell had known what he was unleashing, he might have put back the genie of impromptu calls in the bottle. But if the sellers – and the customers – had not suffered impromptu calls, they might not have insisted on developing all these platforms that would allow them to do better than ever.

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<h3 class= Brad Anderson

Editor-in-Chief at ReadWrite

Brad is the editor who oversees the content of Previously, he worked as a publisher at PayPal and Crunchbase. You can reach him at Brad at

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