Would you hang up on your mother?
Ok. Don’t answer that, but hear me out.
Cold calling is a tough job. It doesn’t matter how seasoned you are or thick-skinned you profess to be, getting yelled at, cut off mid-sentence or hung up on simply stings. On the flip side, being on the receiving end of a cold call, even when it’s B2B, is sometimes exhausting and rarely well-timed. But surprisingly, sometimes the unwanted caller does represent a service that may have your interest. So we respect the effort of the caller, the caller respects your time and life goes on. Right? Not always.
There’s that funny story that went viral not so long ago where a guy calls Comcast to cancel his cable and cannot get the simplest of cooperation from the agent. Instead he’s met with more challenges and objections than the worst of bad break-ups. Although technically not an example of telemarketing gone wrong, it does personify the vapidness of the worst of cold calls and queues the anticipation of the instant anxiety onset after just saying hello.
However, no matter how savvy the best marketing campaign, cold calling remains one of the most actionable sales efforts.
An opportunity to ask for the order is the best case scenario, getting a foot in the door or acquiring a valid email address is a close runner up.
Just yesterday a friend who owns a fast casual restaurant signed a several thousand dollar deal with a company who cold-called repeatedly, asking for just a few minutes to demonstrate a product that would guarantee a higher margin of sales. And guess what? It did!
So, the moral of this story isn’t to take every call seriously and buy every product pitch. But be civil, courteous and maybe even learn something about a new product or service from an earnest start-up or self-starter. Ok, just give maybe 30 seconds of your time and a polite decline before hanging up. Wait….(insert dial tone here.)
Read more about becoming real time relevant at POPNISCIENT. It’s a fun blog about marketing. Recent posts about Gap, Mad Men and more.