Telemarketing Software Featured Article

Cold Calling Is Still 'Sexy'

September 21, 2010
By Juliana Kenny - Telemarketing Software Managing Editor


I recently had the opportunity to have a conversation with Ken Murray (News - Alert), president of VanillaSoft about his take on the recent bad rap cold calling has been getting in the marketplace. While insisting that companies still get their “bread and butter” from cold calling, Murray reported that, instead of seeing a drop in cold calls, businesses are actually ramping up their efforts because they are still seeing results. As an expert in the telemarketing software and lead management software industries, Murray said that prospecting by phone still works. He lists five reasons why it is imperative for companies to still employ prospecting software in their business functions. Check out an excerpt of the exchange below and his full blog post on the subject to see what the five reasons are.


TMC (News - Alert): What’s your opinion of the recent statements concerning the death of cold calling, and the industry’s migration to other sales platforms?

KM: All of the recent obituaries about the death of cold calling have been greatly over stated.  As a matter of fact, more companies than ever have increased their efforts with good old fashioned cold calling.  In part, the challenging economy has pushed companies to reduce their more costly outside sales efforts and replace them with- you guessed it- cold calling.  Sure, you hear a bundle about social media, social calling and Sales 2.0 and the hope that no one will ever have to cold call again.  But, the facts support a different story.  While companies scramble to understand the changing dynamics of selling through social media, they still have to butter the bread and move products or services into the market.  Many are turning to a reliable friend that has a history of predictable outcome: cold calling. 

TMC: Why do businesses still need prospecting by phone services when there are other, more modern options?

KM: For many businesses, it remains their bread and butter in terms of driving new opportunities and filling the top of the funnel.  In the past, I have written about Cold Calling and Social Media and trying to find the balance in the new selling world.  Finding balance and the mix that works for a business comes with trial and error.  There will never be a replacement for test-and-learn.  What works great for one business rarely translates to guaranteed success for another.   As companies go through the discovery process, it is imperative that they keep focus on driving the activity that feeds the funnel.  If that activity is prospecting by phone, then software that supports that effort is as important today as it way 5 years ago. 

TMC: So what would you say to someone who is debating between sticking with old fashioned prospecting software and a social media platform?

KM: Prospecting software is not claiming to be great CRM or a great social media platform.  It is kind of vanilla and lacks the sexiness of other products in the market. But, if you have calls to make and reps to manage, the results can be about as sexy as anything you have seen.


Juliana Kenny graduated from the University of Connecticut with a double degree in English and French. After managing a small company for two years, she joined TMC as a Web Editor for TMCnet. Juliana currently focuses on the call center and CRM industries, but she also writes about cloud telephony and network gear including softswitches.

Edited by Juliana Kenny



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