3 Harsh Realities of Cold Calling And How to Avoid Them Here we go, another “bash cold calling” blog post, right? Far from it! Cold calling still works (in various degrees for all of us) but should it be the only way you target prospects today?

Cold Calling Realities

Here is the reality. Whether we like it or not, cold calling (for all of its advantages) has some downsides. And this is why no one (or very few) are picking up cold calls these days. This includes you, I may add.

1. You’re not educated enough about the buyer

Are you calling people without researching them, their company, their industry, what’s affecting them, etc? These are just some things you can do to significantly increase your chance of outreach.

2. You’re interrupting them!

As helpful and valuable our solutions are, and as well-intentioned as we all may be, no one likes being interrupted. According to the Harvard Business Review, 90% of decision makers say they never respond to cold outreach. This is a staggering stat that shows you how disruptive cold calling can be when someone is in the middle of an activity. The last thing they want to hear is a sales pitch when they pick up their phone.

[ctt title=”90% of decision makers say they never respond to cold outreach (Harvard Business Review)” tweet=”90% of decision makers say they never respond to cold outreach via @MySales4Life http://ctt.ec/lax92+ ” coverup=”lax92″]

3. You’re Focused on the Pitch, Not Education.

There is certainly a time for the pitch but it can’t be the very first phone call. Some of us are starting to change this by focusing on listening, educating and really seeking to gain buy-in to advance to another meeting. Are you doing this? Simply put, you’ve got to be connected on multiple fronts – you can’t just rely on phone, e-mail and infrequent meet-ups at events.

A Cautionary Note from Senior Leaders

PGi recently did a webinar which is a MUST WATCH for B2B sales professionals. In this webinar, senior leaders are flat-out telling us in sales not to cold call them. It’s controversial because it goes completely against the grain on everything we’ve been taught as a sales community. They’re telling us to use other means (such as social media) to reach out to their organizations before connecting on the phone.

You can watch the webinar here. It’s eye-opening and will begin to give you a view directly into the world of the decision maker.

The Bottom Line

Now that you know this, I’m hoping you agree that cold calling shouldn’t be the only way you find, nurture and impact buyers. Consider these statistics below – do you agree?

  • 75% of buyers now use social media to research vendors (IDC).
  • 90% of decision makers say they never respond to cold outreach (Harvard Business Review).
  • Sales people who “get” social are 6X more likely to achieve quote than non-social sellers (KiteDesk & A Sales Guy).

Let me know if you agree or disagree with this post. I’d love to hear from you so tweet me @AmarSheth or reach out on LinkedIn and connect.


Amar Sheth

Author: Amar Sheth

Amar Sheth has trained thousands of people worldwide on the topic of Social Selling, through a style that’s part storytelling and part motivational.

Leave a Reply

Login First!

Related Blogs

Feb 25, 2020 8:00 am
Post-Sales Kickoff Prospecting Slump? Now What?

We’re approaching the end of sales kickoff season. Companies have brought their sales teams together, and have started planning new go-to-market strategies. They’ve added new product features, benefits, and new territory plans to their sales bags. With the best companies (unfortunately, most companies don’t do this enough), there is a new skills-based learning deployed at … Continue reading “Post-Sales Kickoff Prospecting Slump? Now What?”

Feb 18, 2020 8:00 am
CEO Summit: What 46 Different CEOs Wanted Their Sellers To Do

I was in Nelson, British Columbia recently for an extreme skiing trip in the Selkirk Mountains. I had the opportunity to live on top of Baldface Mountain for a week with 46 other CEOs, and it was incredible to listen to the pitfalls, challenges, best practices, and opportunities in each of their businesses.

Feb 11, 2020 12:25 pm
Starting The Year at Zero: You’re Behind. Now What?

I’ve been fielding a lot of questions and calls over the last few weeks – and there’s no question that every Chief Revenue Officer is panicked. Outside of their annual referring revenue (the billings they need to protect from the core), there’s always a gap, and they all have to start at zero every year … Continue reading “Starting The Year at Zero: You’re Behind. Now What?”

Feb 4, 2020 8:00 am
Management Crisis: Converting the Sales Manager Into a Coach

Lately, we keep hearing time and again from customers that frontline sales managers are falling down at a pace that is clearly a four-alarm fire! I back what people have been saying on podcasts and webinars I’ve engaged with about a management crisis, and agree with them. There’s no question that frontline sales managers – … Continue reading “Management Crisis: Converting the Sales Manager Into a Coach”