Tuesday, August 7, 2012

Why Cold Calling Isn't Used For Lead Generation (And Why It Should Be)

Cold Calling

A lot of b2b marketers accept the fact that cold calling is an extremely effective tool for lead generation and appointment setting; and with the strict rules in place to regulate the practice, b2b marketers and business owners should be more amenable to cold calling their potential b2b sales leads to better qualify them and have a more successful b2b lead generation campaign. Cold calling has a lot of benefits, here are a few:

  1. Direct contact with potential business sales leads. You can learn so much more from your b2b sales leads. Attitude, patience, and preferences are just a few of the characteristics one can glean from a few minutes of call. Aside from this, you can also learn a lot about their business if you only know which questions to ask to get them to start on talking.
  2. Fastest way to build rapport. Your business sales leads usually need only a few seconds of hearing your voice to decide whether they like you or not. If you fail to appeal to them within that small window of chance, you would be dealing with an even colder prospect. If you make them like you, however, you can get a business appointment with them faster.
  3. Great method to use for follow-up. After sending out an email or newsletter, you can use a cold call to contact your b2b sales leads and ask whether they read your email. This is a good opportunity for you to clarify any questions they have about your email or your business; and perhaps to ask if they would agree to an appointment setting with your company.

Despite the obvious benefits of cold calling, why is it still not implemented by all businesses as a major part of their lead generation campaigns? It’s not that they believe it’s an evil marketing method, which is entirely untrue (if done properly of course). The answer, actually, is quite simple. Most business owners and even some b2b marketers are afraid to pick up the phone. It may seem unbelievable to you, but lengthy discussions about how to get over the fear of cold calling can be found on forums and discussion channels.

There are even “how-to” posts about it on YouTube, blogs, and various articles.
What exactly is so fearful about cold calling? Just like anyone, they are all afraid of the prospect of being rejected. Think about it: if you have a business list of 1000 plus contacts and the first couple of cold calls you did were greeted with rejection and a firm “no”, wouldn’t you dread continuing on with that list of strangers?

This isn’t the only factor of cold calling that people are afraid of. While others cite rejection as the major factor, others see cold calling as an intrusion on their b2b sales leads’ time and hesitate to make the call even before they pick up the phone.

If you want to have a great b2b telemarketing campaign for your company yet you also fear cold calling, you can outsource this process to a professional b2b telemarketing company. This way you wouldn’t have to do something you’re afraid of doing but still be able to acquire the benefits it provides.