Is cold calling dead for good?
One of the first marketing techniques that came to the fore after the advent of telephones was Cold calling. It was basically the most brutal violation of privacy that ever existed. There used to be room full of people with telephone directories making phone calls to anyone and everyone about anything and everything. Simply put, cold calling is calling someone a prospective customer even if he or she is not referred to by anyone. It was obvious that at one point of time this technique would lose its charm.
Cold calling has its advantages, though. This marketing method has also been used by real honest to goodness marketers. Cold calling can also result in good customer marketer relationship. For one, cold calling allows marketers to tap into a potentially unsaturated market. Cold calling also allows marketers to create a new network of referrals, especially if theirs is running dry.
However, cold calling is a marketing technique that has received various scrutinies from both marketers and customers alike. The intrinsic dangers are not very appealing to many companies. A good advice is to take a look at the other marketing strategies that are in existence before even considering cold calling as an option. The disadvantages of cold calling totally outweigh the advantages.
Many customers are irritated by cold calling mainly because many cold callers conduct their business at night when most of these customers are already resting. Of course, this puts the clients in a very inconvenient position. They would rather rest at this time than take a call from a stranger.
Many of the clients produced by this method of cold calling agreed to take the offers of the marketers because they were forced to do so. The philosophy of cold callers is to continuously badger a caller while he or she is still on the line. Frankly speaking, nobody is going to hold on to your services that way.
The random calling made by telemarketers doing cold calling constitutes unfocused marketing. Marketers using cold calling techniques often end up using resources on people who are not really going to buy their products. The energies of this telemarketer would be better off being used for referrals or people in a structured mailing list. Marketing technique that relies on pure luck like cold calling is simply unscientific, inefficient and unreliable. It would be much better if you focus your energies on better prospects.
Using a technique such as cold calling can have a negative effect the image of your business since it already has a bad reputation. You will have to use reputable and respectable methods of marketing if you want your business to be respected and trusted by customers. Remember that in any business, the trust of customers is very important. Without the customers’ trust, your business is in terrible danger. Remember that what is important is to create long-term trust and confidence among your customers and not merely getting their money. Business is as much about the customers as it is about you.
You might not be aware of it but there are laws in many countries against cold calling. These laws are made to protect customers from the inconvenience brought about by cold callers. According to the law, a cold caller can only make calls during working hours. The law prohibits them from calling beyond 8 pm. Victims can submit complaints to authorities if they received calls from a cold caller beyond the said time or if the cold caller becomes abusive or disrespectful. The people you call may take offense at this and report your company to the authorities. Now the last thing a business would want is to get tangled with the law.
This obviously doesn’t mean that cold calling is dead. No marketing technique is absolutely useless at any given point of time. We still see a number of fliers and wall writings around. When done ethically, and backed up with research, cold calling can be an effective tool even today. Good cold calling is a fundamental and highly transferable capability, whose basic principles are found in the behavior and techniques of all great entrepreneurs and leaders. In essence, cold calling is the art of approaching someone, professionally, openly and meaningfully, with a sensible proposition.