Cold Calling: Misconceptions vs. Reality
It’s true: cold calling has amassed a bad reputation. Most people have a strong adversity to the industry as a whole, usually dating back to the time they were interrupted by unwanted telemarketers just as they were sitting down to dinner one Sunday evening.
Over the years, cold calling has grown by leaps and bounds, specifically in the arena of B2B telesales. Unfortunately, many of the former judgments of the industry remain for those who haven’t experienced what a lead generation firm can do first-hand.
The following are a few of the most common misconceptions about our industry followed by the actual realities of what we do and how we can help:
Misconception #1: Cold calling is dead. While there are some experts out there who tout this misconception (often with an agenda to sell you on their online marketing services), the fact remains that 92% of all customer interactions happen on the phone (think Salesforce or Zoho). Cold calling is not dead, it has simply transformed. A popular term today to describe this transformation is “warm calling,” which is just a catchy way to describe the more sophisticated and savvy cold calling methods of the current industry.
Misconception #2: Cold callers simply “smile and dial” and aren’t equipped to handle complex sales offerings. You’re probably familiar with the typical lackluster script-reading callers. This is where cold calling and lead-generation part ways. In fact, this is where lead generation firms excel. For any given call, a cold caller is conducting research, taking extensive notes, and navigating various corporate structures to reach the decision maker. They build relationships with gatekeepers, gather intel by asking the right questions, and know how to provide just enough information to pique the interest of the buyer and get him/her to take the next step.
Misconception #3: Cold callers will attempt to sell the offering directly over the phone. In reality, this never happens. Typically, the goal for a call is to move the prospect further down the sales pipeline, usually an appointment with a sales professional from the client’s organization.