Cold calling must survive



By Sana Asim.

I being a business student am well aware of this marketing concept, called “cold calling”. If you don’t know what cold calling is, let me briefly explain. It is a selling technique that “typically refers to the first telephone call made to a prospective customer. More unusually these days, cold calling can also refer to calling face-to-face for the first time without an appointment at commercial premises or households.

Cold calling traditionally in the case of consumer is door-to-door selling as ‘door-knocking’.” For some people, technique of cold calling is absolutely ineffective; on the other hand there are people for whom cold calling works well. I’ve seen my father being targeted through cold calling several times and I personally don’t find it a valuable idea of blindly calling for sales, but that’s my point of view.

Having said that, even a lot of experts and marketers avoid using this strategy, only those sales personals who are pushed by their managers’ work on this strategy. From the perspective of sales person, they usually don’t like working on this strategy too. The reasons they give includes, They don’t want to look desperate for the sales. They don’t want to beg for the sales They don’t want to hear rejection They don’t want to sound like what they are. However, cold calling is indeed a hardworking job, connecting and communicating with random people, creating a pool for effective selling. On the other hand prospects don’t appreciate this much because they find sales person lacking basic selling skills. They get unethical, by odd calling timings Crossing personal barriers uneducated about the core product details Least bothered to call back Not interested in making loyal customers. Cold calling is how you see it, Selling became a major profession generations ago. Various sales training organizations, sales gurus, writers, theorists, and sales people of all sorts, have attempted to create effective cold calling techniques.

There are no magical techniques, and while there are many helpful frameworks and methodologies there is no single perfect solution. If these sales gurus have created this technique, it must survive. Successful cold calling is the effectiveness of methods and techniques – essentially relies on your own attitude towards cold calling. I as a student feel the need of social selling and cold calling. Despite of all the negative image of cold calling, I believe in improving and modifying the concept. Although this concept is very simple, we need trainings on cold calling and social marketing to get more virtual sales and effective sales contract in this globalized era.

In this world of globalization and massive technology, typical traditional cold calling falls behind. Social selling can further be made effective if you as a sales person have a presentable social profile, yes! That can be on twitter, Facebook or LinkedIn. This would make your presence branded- which is nowadays requirement. Good selling should be your basic focus. Good listening, writing and speaking skills can create dramatic interest of prospect towards the product. You as a sales person should definitely have your major focus on sales, but there’s this saying I would like to quote, “The more you need a sale, the less likely you will get the sale.”

This means that you must concentrate on making loyal customers, with good set of skills and they will get your sales automatically. Don’t focus on your sales, focus on your prospect. This is a point to understand that selling takes place like an event, but it actually is not an event. Selling is a whole process of making the sales event happens. Social selling is just one aspect of the process. I as a student feel the need of social selling and cold calling, because of which, despite of all the negative image of cold calling, I believe in improving and modifying the concept. Although this concept is very simple, we need trainings on cold calling and social marketing to get more virtual sales and effective sales contract in this globalized era.

Another aspect is that you as a sales person cannot completely rely on social selling. If you think that twitter, facebook and LinkedIn will get you all the sales, then sorry my friend, this isn’t really possible. Posting and networking though social media can help you in “networking” only, you need to make personal efforts too. As in all other cases, technology cannot get your work done, it just facilitates you, and same is the case here.

About Author.

Sana Asim is currently doing MBA in marketing from Bahria University Islamabad.

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