Have you ever met a salesperson who enjoyed cold calling? (Well, maybe one in 100.) How about a buyer who enjoyed receiving cold calls? (Yeah, me neither.) Not only is cold calling tortuous for everyone involved, it’s one of the reasons that only 54.3 percent of sales reps made quota last year.
Cold calling doesn’t address the top two challenges that sales teams face. According to CSO Insights’ 2018/2019 “Sales Performance Report,” sales leaders say the “most impactful barriers to achieving sales success this year” include: difficult competitive differentiation (39.4%) and inability to generate enough qualified leads (37.8%).
Cold calling doesn’t differentiate your organization from the competition, nor does it result in qualified lead generation. It’s a numbers game, and a mostly losing one.
So why is everyone offering cold calling tips when cold calling doesn’t even work? What makes this lead generation technique so ineffective? What about “warm calls”? And better yet,
