Cold-Calling: Does it Work?

Sep 18, 2012   //   by John Tabita   //   Business, Marketing, Sales  //  No Comments

Here’s my straight-up advice on cold-calling: if you have a way of generating enough revenue some other way, don’t do it.

Did you get what you came here for? Great! Thanks for visiting.

But, wait … you say you’re not generating enough revenue and need a way to find clients or customers immediately? Then cold-calling just might fit the bill.

According to expert Scott Channell, cold-calling works best when:

  1. You’re a new business who needs clients right away
  2. You’re in a slump and must meet and sell, or die.
  3. You’re seeking higher-quality accounts and need to clone your best client

Let me make something perfectly clear. Cold-calling is a lot like hunting. After you’ve gorged yourself on a kill, you must do it all over again, or starve. That’s why early Man eventually figured out how to plant crops. If you rely on a single source to find clients, you won’t be very successful. Marketing is more like a team than a shotgun. And cold-calling can be a valuable member of that team.

Cold-calling is a great way to land new clients immediately. Yet, if done wrong, it’s an exercise in frustration and a colossal waste of time. But it is a skill that can be learned.

Nothing replaces proper training, but if you want to dip your toe in the water, here are links to cold-calling articles I’ve written both here and on SitePoint:

I’d Rather Staple Bacon to My Face than Make a Cold-Call

Cold-calling ranks right up there with public speaking as the most dreaded of activities. Yet, while it’s not necessarily pleasant, it can be a great way to find new clients. Read more …

More on Cold-Calling and Bacon Stapling

The self-directed consumer is one who already knows he has a particular need and is searching for someone who can fill it. But if you’re in an industry where clients don’t typically associate their problem with your solution, you may have to look for them. Cold-calling can be an effective way of finding them. Read more …

Finally Revealed! What Stapling Bacon to Your Face has to Do with Cold-Calling

Here’s what stapling bacon to your face has to do with cold-calling and how to overcome the single biggest obstacle you’ll face when it comes to actually doing it. Read more …

How to Lose a Prospect in 10 Seconds. What Not to Do when Cold-Calling

Still need to prove to yourself that it doesn’t work? Fear not. Just follow these simple steps to epic cold-calling failure. Read more …

How to Cold-Call

Like any type of marketing, cold-calling can be done badly and cause untold damage to your reputation. Here are the basics for doing it right. Read more …

How to Write an Effective Cold-Call Script

While a good script isn’t the only factor for cold-calling success, it’s an important one. Read more …

The ROI of Cold-Calling

ROI or Return on Investment is important to consider before undertaking any marketing activity. So here’s the ROI of a cold-call. Read more …

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