Telemarketing Software Featured Article

Afraid of the Cold Call? Don't Be - It Still Works

June 02, 2015
By Susan J. Campbell - Telemarketing Software Contributing Editor


The cold call – it’s something every sales rep has had to do at some point in their career. For me, it was a 50 cold calls in one day challenge. I sold office equipment at the time and my manager told me they had done away with the challenge. My coworkers in my particular branch had to do it when they started, however, and I wasn’t going to be known as the one who couldn’t hold her own. So I set out to prove I was just as good as the rest of them.


In this particular story, I was able to report success. I got all 50 stops done (these were cold calls in person) – but I didn’t make a single sale. Does that mean the cold call is no longer effective or just that particular approach?

I would have to go with the latter as I still was able to turn cold calls into business, just not in a whirlwind day like that one. Cold calling can still grow a business; it’s the reason there’s still a demand for telemarketing software. In a recent Gulf Business report by Edward Mainwaring-Burton, the question is asked – can it still happen? In the telemarketing world – it has to happen. The key is to remember a few important tips.

First, telemarketing software can go a long way to helping ensure you reach the right person with that cold call. When you do, however, you need to make sure the information you have to share is valuable information. Make it worth their time to pick up the phone and listen to what you have to say. If you can’t effectively communicate your point in just a few seconds of time, you’ve not only hurt your cause but you ruined an opportunity for every other sales person who calls that particular lead.

Second, take the time to make sure you’re calling the right person within an organization. While this is where telemarketing software can lend value, it doesn’t mean you shouldn’t pay attention to the details. If you’re selling paper, you shouldn’t be talking to the mechanic in the bay. You want to connect with the office manager, so look for that title in your account information. It seems like a no-brainer, but too many telemarketing agents just start hitting the phones instead of checking the details, first.

Finally, the sheer volume of calls that are done on a daily basis means you will eventually get to someone who wants to hear what you have to say and can turn into revenue potential for you. The key is honing the process enough that it continues to improve over time. A failure to do so can limit your ability to ever be effective. Instead, do your homework, pay attention to the details and place enough calls that you start to turn in sales. With a focused approach, you’re bound to continue to get better and produce the results you need.




Edited by Rory J. Thompson



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