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October 20, 2014

Is cold calling relegated to dinosaur status?

Cold Calling

Is cold calling going the way of the dinosaurs?

If your main form of lead generation is cold calling on the telephone, then you may be a little out of touch with reality.

Today’s business-to-business (B2B) buyers have changed the rules of engagement and are no longer as open to getting a cold call as they used to be (if in fact, they ever were).

This is, of course, if you believe a B2B Transformation Survey, which included feedback from 103 respondents who were involved in a purchase of a business solution or system in the past 12 months.

According to the survey, only 3% of sales resulted from cold calling. The following led to the other 97% of sales. Download survey.

  • 33% called provider directly
  • 10% chatted with providers on their website via live chat
  • 53% of sales came from the provider contacting me after I asked for further information from their website

So, what does this mean?

It means that you have to spend less time teaching your sales team to cold call and more time jacking up your digital presence. If you want to survive and thrive, that is:

  • Go through your website with a fine-tooth comb and make sure it reflects your brand value effectively.
  • Are you writing enough blog posts (hint – one a week) to position yourself and your company as an expert in your particular field?
  • Do you have sufficient and relevant white papers and case studies on your website for your prospects to make informed decisions?
  • Are you optimising your website for search? If your website is not in the top 20 Google rankings, your company may as well be invisible.
  • Is it easy for your website visitor to navigate your site?
  • Are you making it easy for your website visitor to contact you?
  • Are you tapping into social media like Linked In, Twitter, Facebook, You Tube, Slideshare, Google+ amongst others? This stuff is not a fad. It’s here to stay. And the sooner your company get’s to grips with social media and figures out how to leverage it, the better.

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