This Article is About
cold calling
harsh lesson
generation technique
generating sales
sales opportunity
sales and marketing
resu
telemarketing
myth
Why Cold Calling Fails To Maximise Marketing ROI
Join 1000's of Authors at StreetArticles Today!

Several years ago, as a new consultant looking to maximise marketing ROI on my efforts I believed I could generate all the opportunities I needed via cold calling. Looking back I still can’t believe I was that dumb.

With a successful career behind me in corporate life, part of which had been spent in sales and marketing, I launched myself into the self employed world of consultancy. All my research told me that consultants generated business via networking and cold calling and (once established) referral so I prepared to hit the telephones expecting to see my business grow.

The first harsh lesson was that successful consultants are not the ones writing the advice on generating sales opportunity for others to follow. They are either much too busy or keep their secrets to themselves. The cold calling advice tends to be written either by those who have never tried it or just blindly follow the myth perpetrated by others.

Cold calling does have a place, if done properly and as part of an overall business generation mix, but as a stand alone business generation technique it is seriously flawed. A look at some basic numbers illustrates the point. Most newbies to cold calling can reach a maximum call rate of 20 calls / hour (140 calls/day maximum). Best case they will reach the contact they are looking for 20% of the time which means they will reach 28 contacts (max) in a day, probably a much lower number.

Each of those contacts reached will be busy and not particularly receptive to whatever message our newbie consultant may wish to deliver. Also, as a result of overuse and bad telemarketing practice over the years most contacts treat cold callers with a level of suspicion and disdain. So how many reached will take whatever next step our newbie requires (an appointment?) 1 in 5, 1 in 10, 1 in 20?

I suggest for an appointment it is closest to 1 in 20 which means roughly one appointment for a day’s work. If 1 in 3 appointments results in a piece of work then three days calling gives a result, excluding the time required to prepare and qualify a call list. This leaves our consultant with two days / week to actually do the work – insufficient time to actually generate sufficient billings for the business.

It is true to say that a multi step cold calling process based on longer term relationship building, information provision and ongoing follow up of the contacts reached who are not receptive initially will improve overall results over the long term but the basic numbers outlined above still apply. What is needed is a pull process to bring prospects to our newbie consultants business when they are ready to buy.

When I learned the cold calling lesson I spent time looking for another way. When I eventually determined the way forward I found my corporate background had left me seriously lacking in the skills of website development, search engine marketing, E-Mail marketing and content generation I needed to maximise marketing ROI on my activities.

Eventually, I developed the content based pull marketing system I needed to deliver an ongoing stream of new sales leads. The process now only needs ongoing maintenance and feeding with content and works away in the background while I deliver whatever my clients may need.


Street Talk

No comments present
You May Also Like
4 Reasons Why Internet Marketing Beats Telemarketing
How many of you have been bugged by telemarketers before and got annoyed by their persistent calls introducing you to this fabulous product, and asking you to use that must-not-be-missed service? You have? And how many of you have actually experienced being the telemarketer making that dreaded call to a…
By: Ai Hoon in  Internet and Businesses Online  >  Internet Marketing   Feb 24, 2012  
0
  Likes: 0

Work From Home Part Time
Money is tight and the monthly bills are becoming a heavier weight on your shoulders. The chance to work from home part time could be the answer to your monthly bills building up. It's an awful feeling having to sit down and budget out every little detail for the upcoming…
By: Chris Evans in  Internet and Businesses Online  >  Internet Marketing   Apr 03, 2012  
0
  Likes: 0

Free SEO
100% working free SEO tips Dear friends in this article we will tell you how you can increase your website rank from your home without investing any money. It is not very difficult. You have to give only some time for that. You can search on internet for free SEO…
By: Bea Ramos in  Business  >  Marketing   Jun 02, 2016  
0
  Likes: 0

Use High Standard Pigment Paste for Your Business
If you need colourant for your business, you should try to find the best providers in the field. Never settle for low quality products when you have the chance to get high quality ones for such good quotes. The pigment paste can be found for very good prices, you will…
By: aby in  Business  >  Marketing   May 28, 2016  
0
  Likes: 0

Find Quality Tinter Services Online
Every business that deal with crayons, paints and other coloring materials needs to make sure they get good color development, in order for their clients to be fully satisfied with their services and products. When searching for dyes and pigments, you should make sure you get them from professionals who…
By: aby in  Business  >  Marketing   May 28, 2016  
0
  Likes: 0

Achieve Great Colouring Results With Pigment Paste
If you work on a project that implies a colouring process, you must be interested in your options for pigment paste and quality stainer. Achieve optimal results with the right painting product! You might be overwhelmed by the wide range of options you get for pigment paste or stainer. The…
By: aby in  Business  >  Marketing   May 28, 2016  
0
  Likes: 0

Distinguish Quality Products for Pigment Dispersion
Whether your industry relies on the usage of pigments or you need an appropriate colourant for your personal project, you need to acquire some tips to help you find the best product available on the market. There are certain aspects you must evaluate when looking for the right colourant. As…
By: aby in  Business  >  Marketing   May 28, 2016  
0
  Likes: 0

Custom Printed Folders
Although the world is going toward the advancement but traditional methods are also used in business and sometime these are more powerful than advance methods. Like in today’s business a lot of paper work is required for different matters like for marketing, dealings, presenting and also for data storing etc.…
By: Adam Smith3 in  Business  >  Marketing   May 28, 2016  
0
  Likes: 0

Delhi Firm Aims to Make Leds Safe for Eyes With Light Diffusers
The leading manufacturer of masterbatches, Alok is looking to step into the LED industry. The Delhi-based firm is aiming to make the LEDs safe to the eyes with its innovative light diffusing products. There is simply no doubt that LED has varied advantages such as energy efficiency, power savings etc.…
By: Nisha Malhotra in  Business  >  Marketing   May 28, 2016  
0
  Likes: 0

Tsmc Mulling Cutting 16/20nm Prices
NXP Semiconductors achieved a 14.2% share of the US$27.4 billion automotive semiconductor market in 2015, four-percentage points ahead of its nearest rivals Infineon and Renesas, according to Strategy Analytics. In 2015, NXP acquired Freescale Semiconductor - both major auto chip suppliers. The combined entity had automotive semiconductor sales of US$3.9…
By: summer2 in  Business  >  Marketing   May 28, 2016  
0
  Likes: 0

Top - 5 Audio Marketing Platforms
You may be thinking that video content is the latest trend in companies’ marketing. However, it is not the only way to get your customers’ attention and create a good base for trust. Audio content can be a strong rival for video, as it has its own advantages. As a…
By: daniel38 in  Business  >  Marketing   May 28, 2016  
0
  Likes: 0

Is Audio Content Marketing Better Than Video? – Let’s Research Your Audience Tastes
Today I want to tell you about how quickly audio marketing becomes popular. Let’s forget about the traditional radio for being awful and disappointing the consumers. The statistics about people, who are driving back home from work alone, working out in the gym or swimming in the pool waiting for…
By: daniel38 in  Business  >  Marketing   May 28, 2016  
0
  Likes: 0

Send Online Gifts to Bangalore With Added Features And Qualities From Giftsbymeeta
We are as the main web gifting entrance, has cool scope of a great many impeccable, best in class, moderate, event, relationship, and area driven gifting stuffs to make your each uncommon event ever important. Chocolates, cakes, sweets, and flowers are constantly delightful as endowments. They are the most vintage…
By: Riya Singh in  Business  >  Marketing   May 23, 2016  
0
  Likes: 0

Reasons Why Brands Should Start Using Audio Marketing
2015 is crazy about video content. Nowadays marketing is all about choosing the right market and finding content creators who will work in a very competitive space and catch the customers’ attention by developing unique content strategies for companies’ brands. But video content is not the only way of getting…
By: daniel38 in  Business  >  Marketing   May 16, 2016  
0
  Likes: 0

Tips for Better Audio Marketing
Whether you want to create a video, podcast or audio advertisement for radio it is necessary to know haw audio quality and volume influences the audience. It is a fact that sounds affects listeners much more deeply than video accompaniment. That is why poor music quality can ruin your presentation.…
By: daniel38 in  Business  >  Marketing   May 16, 2016  
0
  Likes: 0

Article Views: 984    Report this Article