Is Cold Calling a Waste of Time?

Is Cold Calling a Waste of Time?

According to the poster boy of cold calling is a waste of time Frank Rumbauskas – cold calling is a waste of time!

Do you agree?

I, however, have to disagree with the eminent Mr Rumbauskas, a person whom I do respect, although I don’t agree with everything Frank says.

Based on the effective use of ‘cold calling’ and the evidence to back it up, I’m convinced it’s a very valuable tool; ‘tool’ being the operative word. That’s all it is, a tool, not the sole method of lead generation nor is it suitable for every offering! Nor has it been supplanted by demand generation (HubSpot, Otify, Pardot etc.), pay per click, organic search or networking – I use all of these methods myself.

Now, anyone looking at my background and my use of social and digital media might shout “we have a traitor in our midst”, “grab your pitchforks ‘n torches”. Generating leads in the business to business (b2b) sales development process is not a philosophy, nor should it be; for want of a better phrase; nor should it be a ‘religious conviction’.

In the hands of a properly trained person with the right attitude (I’m unashamedly ‘blowing my own trumpet’ here) it can be both an effective and predicable method of generating new leads, testing your marketing message or testing a marketer’s ‘ideal prospect profile’. I argue that were the criteria, the message and the methodology are properly defined it is very, very effective in the b2b sales environment.
I’ll be coming back to this subject with ‘from the trenches’ stories in the future.

Until then ‘smile & dial’.

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