Why Cold Calling Is So Stressful?

[tanjimajuha20]

Cold calling (also hyphenated as “cold-calling”) is a marketing technique that requires agents to reach out speculatively to potential customers who have not had any previous interaction with a salesperson. Often used in telemarketing, cold calling is an avenue for reaching individuals or organizations who have not previously expressed interest in a particular product or service. In this sense, cold calling is the opposite of warm calling, in which marketing agents make contact with prospects who have already shown some degree of interest in a product or brand.


By its very nature, cold laos telegram calling is a numbers game, and a hit-or-miss technique. In fact, a 2020 LinkedIn report correlates the success rate of cold calling to the persistence of the seller, with marketers needing an average of 18 calls before connecting with a buyer. So, marketers need patience and persistence to succeed with cold calling – simply on the basis of making enough calls to establish initial contact.

Another factor that marketers must contend with is the largely negative perception that cold calling has with the buying public. Cold calling is an intrusive method and can meet with various responses from the potential customer, including verbal abuse or abruptly hanging up the phone. In the age of Caller ID, many consumers will simply refuse to answer calls originating from unknown phone numbers and/or go on to block them.

Technology has added some tools to the cold calling marketer’s arsenal, including algorithmically controlled “robo-dialing” and robo-calls using pre-recorded dialogue. However, in the United States, government regulations like the National Do Not Call Registry continue to hamper these marketing efforts. Other methods of outreach such as social media marketing and email are also gaining favor over cold calling.

The sum total of this is that cold calling can be a frustrating and stressful experience, for consumers and marketers alike. Even the most skilled marketing professionals can hope for only around a 2% success rate for cold calling, at best. Significantly, a study by ValueSelling Associates and Selling Power reveals that 48% of sales reps are afraid to even pick up the phone and make cold calls.

cold calling tips
[Image source: The Balance Small Business]

To alleviate some of this tension, we’ve assembled nine simple tips to make your cold calling experience less stressful.

1. Gather Information about Your Potential Client Beforehand
Before starting any conversation with a potential customer, it’s essential to do some research into the person you’ll actually be talking to. For individual consumers, social media and personal websites may be a source of information as to their desires and pain points. If you’re selling directly to a business, LinkedIn can be a good starting point for gaining background information about the company and identifying the person responsible for making purchasing decisions.

2. Call Them at An Appropriate Time of Day
Widespread experience teaches that first thing Monday morning or last thing on Friday are not good times for successful cold calling. In the case of Monday, most workers will still be groggy from the weekend before, and more focused on the working week ahead than on any product or service that an anonymous seller may try to push on them. At the end of the working week, distractions are also unwelcome, as workers prepare for the break ahead.

A more promising time frame is early in the morning on Tuesday or Wednesday, or later during both days (typically between 4 and 5 p.m.).


[Image source: Lucas Group]

3. Know What You’re Going to Say Beforehand
It’s a good idea to create a formalized cold calling script for all your marketing agents. This will help in keeping your marketing message consistent, and ensuring that no important points relating to your product or service are missed.

Ideally, this script should include:

A point-by-point breakdown of the steps to take during cold calls.
A description of the value your offering provides to the customer.
Answers to frequently asked questions.
Tips on what to do if the customer raises objections.
Note that this “script” should not be a cast-in-stone thing that your agents recite like robots. Rather, it should provide a guideline and framework for them to engage in an animated conversation with the consumer.