Glossary
Cold calling pitfalls
Never underestimate how difficult cold calling can be.
Many companies try cold calling and swiftly fail. Usually sales reps are blamed, but typically failure is due to one of these reasons:
—Relying exclusively on cold calling to generate leads. Don’t put all your eggs in one basket.
—Underestimating difficulty and setting unrealistic expectations. Plan on cold calling being extremely difficult. If the numbers still make sense, do it.
—Lack of transparency and enforcement. Without measuring or managing cold calling, it’s unlikely to be successful.
—Lack of top-down direction. The company is responsible for providing sales rep with knowledge of the product, industry, customer and sales process. Not the other way around.
—Poor fit for product. If your product is inexpensive or transactional then cold calling likely isn’t a good fit.
—Relying exclusively on cold calling to generate leads. Don’t put all your eggs in one basket.
—Underestimating difficulty and setting unrealistic expectations. Plan on cold calling being extremely difficult. If the numbers still make sense, do it.
—Lack of transparency and enforcement. Without measuring or managing cold calling, it’s unlikely to be successful.
—Lack of top-down direction. The company is responsible for providing sales rep with knowledge of the product, industry, customer and sales process. Not the other way around.
—Poor fit for product. If your product is inexpensive or transactional then cold calling likely isn’t a good fit.