Back to: MARKETING, SALES, ADVERTISING, & PR
Cold-calling is a sales technique that entails approaching a potential client or customer who had no previous discussion or engagement with a salesperson. When cold-calling is used by a salesperson, it entails paying a visit to a prospective buyer without any prior notice or appointment.
Cold-calling differs from warm-calling which is a sales strategy that is applicable to prospects that have engaged in prior discussions with a salesperson on the product of a company. Cold-calling is an old sales technique, it has gradually lost its appeal among salespersons given that individuals do not appreciate being called by strange salespersons without any previous contact.
A Little More on What is Cold-Calling
Despite that cold-calling is an old strategy, it is still an effective sales tactic used by salespersons. There are different cold-calling techniques used for marketing purpose, a salesperson can call a prospect (who does not know the identity of the salesperson) for an appointment aimed at marketing their products. Another technique is paying a door-to-door visit to prospects to market goods to them.
Cold-calling is otherwise called telemarketing. Some countries have strict regulations against cold-calling, as they are deemed illegal in certain contexts. In cold-calling, salespersons solicit patronage from prospects who they have no prior conversations or relationships with. While some cold-calls are successful, most cold-calls are turned down by prospects.
The Difficulty of Cold-Calling
Cold-calling is a quite difficult strategy that requires much vigor on the part of a salesperson. It requires persistence and sometimes, the capacity to endure while taking insults from prospects. Prospects give different responses to cold-calls, depending on their perception of the caller, their mood and sometimes their midset. Some customers dislike been called by strangers, for people like this, there is a tendency that they shout down on the salesperson, or even hang up.
Recording successful cold-calling is also a tedious task, according to a data by marketing analysts, the highest cold-calling success a professional salesperson could attain is 2%, this means out of every 1000 cold-calls, only 20 will be successful. Due to the downsides of cold-calling, it is no longer an appealing technique to salespersons, as newer sales tactics have been developed and are more effective than cold-calling.
Cold Calling Examples
Cold-calling can be used in diverse industries, regardless of the nature of the product a salesperson is marketing, cold-call can be used. In the brokage industry, for instance, cold-calls are often put to new clients to convince them about a product. Brokers willing to sell varieties of products often use cold-call to attract new clients.
Salespersons who market insurance policies can also use cold-calls to tell prospects about the products they have and convince them to purchase. Cold-calling can also be used by real estate agents, booksellers, and publishers, among others. Individuals who offer specialized services can also use cold-calling to tell people about the services they offer. For instance, a mechanic, cleaner, plumber or babysitter can do a cold-calling to attract customers.