Why Cold Calling is Such a Waste of Time

Cold calling is a selling method wherein the salesperson makes unsolicited calls, with the help of a phone in most cases, to prospective clients. The adjective cold is used because of the initial treatment of recipients towards the callers. Although its extremely difficult for sales people to attain their objectives through cold calling, most of them still persist in using this topic.

There should, however, come a point of accepting that some methods just dont work, ie. cold calling, and its time to move to greener pastures.

Other Areas Where Cold Calling is Used

Cold calling is not exclusively used in sales although it is its primary application. Cold calling however can also be used, and more effectively in some cases, in other industries such as recruitment and labor placement for instance. Head hunters make unsolicited or cold calls to people whom they wish to pirate for another job opportunity.

Reasons Why Cold Calling is an Ineffective Sales Method

Time Eater - People tend to think of cold calls as time eaters because theyre forced to dedicate a portion of their busy schedules just to entertain cold calls. This is doubly resentful since these calls werent scheduled and solicited in the first place. Cold calls can cause people to ruin their schedules when theyre too polite to cut the caller short.

Act of Rudeness - Some people tend to view cold calls as a simple act of rudeness merely because they werent solicited. As such, these people feel theyre very much in their rights to reject this type of call and treat rudeness with rudeness as well.

Wrong Target - It would be better, of course, if prospects used for cold calls were carefully selected, but in most cases, they arent. For that reason, you could be making cold calls to the wrong people: people who arent your target market and has no interest whatsoever in whatever youre selling or offering.

Remember that one of the basic lessons in sales and marketing is to have a target market in mind and to identify specific characteristics that make the target market respond positively towards your product. When youre giving your sales pitch to the wrong target market, theres very little possibility that youll succeed in attaining your objective.

Insignificance - Other individuals dont mean to neglect your calls, but the mere fact that your call is not expected or scheduled automatically places it on the bottom of the persons priority list. As such, your call will be labeled insignificant, and its very possible that you wont even be given access to the person youre intending to talk to.

Hard on the Nerves - At times, the problem isnt with the recipient of the call but with the recipient himself. People can feel inordinately nervous whenever theyre required to talk to strangers who may not even welcome the idea of having to spend minutes listening to a sales pitch made by an anonymous caller.

If youre the type to imagine all sorts of horror happening to you even though theres no present indication to say that the recipient of your caller will react that way, this could destroy your concentration and make you unable to deliver your sales pitch the way it should be.

Although cold calling has its benefits, affordability being one of them, it is however still not a method that you should apply to every, if any, customer. The potential harms of cold calling far outweighs its benefits so if you dont want to risk alienating a prospective client, stay away from cold calling


About the Author

Daegan Smith Is And Expert Online Marketer
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