The Benefits of the Cold Calling Process for Your Rep Organization Cold calling— It can seem like an old fashioned and inefficient task. I would imagine that most salespeople enjoy other contact points more than this one. So why do it? When it is used as one of the many methods to interact with customers, I find that there is value in cold calling. I have defined five steps that have helped me over the years put it to good use.
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Like all sales tools, you apply it when it can show value in getting you to a specific result. Defining your goal should be your first step; lay out what specific results you are looking for. I have used it to expand my contacts, refresh contacts in my territory, and reach additional contacts( in current or new departments). Do you have numbers or metrics in mind that mean success for your type of product or service? Add those as they relate to your goal. Include in your plan how you will measure success. Define the goal of every contact( educate, touch point, request referral, face-toface meeting).
So how do we most wisely go about regularly rotating this action item into our already busy schedule? I would rather spend time working with my customers on innovative solutions than dealing with the large rejection rate that is par for the course in cold calling. If it does not add to my energy level than I had better understand my own cycle of preparedness needed to do this higher consumption calling. That means scheduling it.