Do you cold call? Does your boss make you cold call?
If so, I believe you could be wasting valuable time.
Let me ask you some straightforward questions about cold calling.
Do you get excited to cold call? Are cold calls adding value to your prospects? Does cold calling leave you frustrated and dejected? Do you have days you would rather not show up to the office because you have to cold call? Do you have many current customers who have thanked you for cold calling them?
What Your Peers Are Reading
Long time sales professionals and managers will state that cold calling is part of the deal. You put your time in, work through the rejection, and if you make enough calls, you will get some appointments. The last statement is true. If you make enough calls, you will get some appointments and eventually some sales. YAY!!!
Here is my response.
How many calls does it take to get one appointment?
How many people did you piss off in the process?
How much time have you wasted?
How much do you hate your job?
I recently received an email from a young insurance producer. He is a hard-working guy who has had a brief sales background. He loves the insurance industry and wants to help clients but is completely dejected after making cold calls day after day.
His boss requires that he makes 150 cold calls per week. According to my bad math, that is 30 calls per day. How much time does that take? Well, it depends on how quickly he can recover from continual rejections, voice mails and call screeners. My short answer is way too much.
I know what some of you are thinking. “If salespeople can’t handle rejection, they shouldn’t be in sales.” Although that may be true, I think the inefficiency of cold calling goes much deeper than that.
Why do I hate cold calling so much? Let me give you three reasons.
Cold calling may yield some appointments, but it also might annoy prospects. (Photo: iStock)
1. It annoys prospects
How do you like getting cold calls from sales people? Does it make you happy? Do you gain respect for them? Do you call right back if they leave you a voice mail?