Cold Calling Is Dead....

It's funny how a little recession is all that is needed to get companies to recognize the inherent problems and wastes that have permeated their existance for years. When revenues plummet, sharper pencils come out to see what is working and what is not, and what has become explicitely clear is that marketing has changed, and activities like cold calling are a waste.

We have a great client who half jokingly told us that he still does cold calling. It's a practice that he's done for years. He has diligently made 15 cold calls a day and has not made a sale from a cold call in over five years. It was the practice of doing something active that made him feel like he was being productive, but the fact remained that it wasn't doing anything. Guess what he's stopping?

We're in an environment where people now realize that they are the masters of their own universe. We all know the goals and objectives of a cold caller. Make the sale, and use whatever manipulative tools you can use to do so. Add in the incentive of commission as an influencer in the process, and it doesn't take a rocket scientist to figure out that the activity of cold calling is flawed and has forced it's own demise.

There is a greater chance of succeeding at solving a problem by simply asking trusted friends and associates than there is in waiting for a stranger to call. The reality is, we are tired of the old 'in your face' advertising and marketing games...and we don't trust them.

The bottom line is that we will have a much greater chance of succeeding by building on earned and trusted relationships. Honest networking, demonstrated expertise, successful execution of promises beyond expectations and being available will go a lot further than cold calling ever will.

Rest in Peace, Cold Calling!