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Cold calling has seen its fair share of popularity and has been there as long as the telephone. In cold calling, a representative of a company or a salesperson calls a prospective client or customer.
Over the call, they introduce a problem and pitch a service or product that can solve the issue. The term cold in the phrase cold calling implies that the call is completely unsolicited. The call receiver has not shown any interest in the product or service and is unaware of the company.
This is where the main difficulty with cold calling lies. Due to the unsolicited and unexpected nature, it becomes difficult to predict the results. As a result, cold calling is not appropriate for every product, service, or type of company. Yet, it is used by both B2B and B2C companies invariably.
Importance of cold calling
Despite the inherent challenges, cold calling can be beneficial for it allows the company to reach out directly to its end users. Furthermore, it gives a first-hand review of customer awareness about the brand, their response towards the company, and their interest in the offering.
These details are useful for a business competing in the public sector. Using these details, they can market their products to meet the demands of their users and even innovate better products based on the feedback.
Read: Complete Guide on Cold Calling
Pros and cons of cold calling
If you are considering adding cold calling as your next sales approach, then look into the following pros and cons:
Pros of cold calling
Cold calling makes it easier to reach out to new customers and introduce your company to those unaware. There are chances that after a positive call experience, the customer would be more aware of your company and be willing to invest in the products or services.
1. Targetted calling
This refers to calling individuals who fit into the typical customer profile. The profiling is made based on geographic and demographic specifications. Correct targeting can lead to successful customers who have also been looking for what you are offering. There’s a good chance that your other marketing channels would not have reached them.
But a marketing approach of calling is personal enough to interest them in your company. But obviously, it all depends on their overall experience during the call.
2. Reinventing the sales pitch
Cold calling is an excellent training opportunity for sales and marketing representatives who are just starting their careers. It would allow them to communicate with the end-users, understand their requirements, and pitch in the product in a way that would increase its chances of a successful purchase.
3. Prospective clients
There are many variables involved to make the perfect call and pitch in the product. It is impossible to win over every person you call. But if you cannot persuade them to buy the product, you can persuade them to trust your company and leave them with a pleasant experience. This way, you have a prospective client who is now aware of your company’s existence and the type of products you offer. They are now a prospective client who will be more likely to be involved with the company now.
4. Great experience for freshers
Cold calling is a great experience for freshers who want to make it big in the sales and marketing industries. It gives them the freedom to interact alone with the client, study the intricacies of the process, understand what most customers require from the product and expect from the salesperson. It is a great learning experience that teaches them to communicate, pitch a product, and other intricacies of marketing.
5. Economical and hassle-free
Last but not the least, cold calling is an economical and hassle-free way of spreading the word about your product. Many businesses singularly provide hassle-free telemarketing services. Outsourcing help would provide expert telecalling services from trained and experienced technicians.
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Cons of cold calling
There are some aspects of cold calling that did not stand the test of time. Experts and businesses have now altered the traditional cold calling ways to eliminate these issues.
1. Irritating to most customers
There is nothing great about receiving unsolicited cold calls. It is simply annoying and pointless to talk to a stranger about a product you don’t know of and don’t need. A probable solution for this problem is warm calling, where calls are made to the customers who have interacted with the company in some way and shown some interest in it.
2. Lack of professionalism
There is not much scope to control how two individuals interact over the call. Their behaviour might even seem to be unprofessional. But again, following the strictly professional way might not get the callers the results they seek. It is important to call to the interest and emotion of the buyer. So a middle ground needs to be found that does not seem too unprofessional to the listeners and gives the caller scope to pitch in their product well.
3. Fear of rejection
To enhance the chances of success, the call should be professional, positive, and strike a chord with the listener. But after facing multiple rejections, it is not always possible to be optimistic. Day after day of making calls and facing rejection is likely to stress out the caller.
Read: Cold vs warm calling
So, does cold calling still work? In the end, it all boils down to how you plan to use the cold calling method, what is the product or service you will be calling about, and who are your target customers.
With advancing time and technology, there have been several advancements and software available to make the process of cold calling more efficient and productive. So opt for a hassle-free and economic marketing approach through cold calling.