Why is Cold Calling Important?

Cold calling has a very specific purpose, and often, its purpose is forgotten. It’s not forgotten because it’s unimportant – it’s forgotten because most sales people don’t like doing it. As a matter of fact, telemarketing and cold calling remains an import discipline to apply to any sales role. In many business-to-business sales organizations, old school “door knocking” might be unproductive, especially with large territory assignments. However, prospecting via phone calls remains a great compliment to your overall appointment setting and lead generation activities.

As discussed in The Difference Between Qualified Leads, leads can be broken down into two categories – buyer-generated and seller-generated. Buyer-generated leads generally advance through the sales cycles more quickly because a potential buyer is actively searching for your product or service. However, there are a finite number of buyer-generated leads. This is when the importance of seller-generated leads is presented. Telemarketing is a tried and true method of seller-generated lead generation.

When you can clearly define and identify who your prospects are, cold call telemarketing is a great way to hustle for new business opportunities. It becomes even more effective when advertising and marketing budgets limit or prohibit other forms of lead generation. Cold calling remains a cost-effective lead generation method, giving you control over growing your business, while not depending upon inbound generation methods.

Customer Testimonial – Proof of Cold Calling Success

Recently, Dunlap Marketing scheduled an appointment for a software technology client.  The telemarketing call was made inside a targeted database of potential users.  It was a successful call, and likely an opportunity that would not have surfaced unless a cold call had been made.

Listen to what the prospect said about the cold call.

Get Cold Calling To Work For You

Cold calling is a tool that can be used to continuously add new prospects to your pipeline of selling opportunities. Typically, cold-call-generated-prospects are not the ones you find through inbound methods; because of this, they compliment other lead generation strategies.

Having a plan of how to execute a cold call campaign is the first step in implementation. For more information, check out our 6 Steps to Implement a Telemarketing Campaign series.

Contact – Mike Dunlap, miked@dunlapmarketing.com  (281) 496-9870 x140