Every week, we answer a common question about marketing or business. This week, our question comes from a fan who entered our giveaway contest for a Fire 7 Tablet. Today, we will answer the following question: “should I use cold calling to grow my business?”

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Cold calling is a very unique way to market and grow your business. If you’re not familiar with the concept of cold calling, it’s very simple. Your business calls people who have not previously expressed an interest in your product or service.

Cold calling is a form of “interruption marketing“, and as you might expect, many people have a negative opinion of the practice. However, you shouldn’t just write it off as a method from a bygone era. Cold calling still has a place in the modern world of marketing. Today, we’ll shed some light on the pros and cons of this controversial practice.

Cold Calling: Why It Works

One of the biggest complaints we hear by small business owners is a simple one. “No one knows we exist!” Drawing attention for the first time is difficult.

What’s more, even established businesses often struggle to generate leads. Even if you’re creating great content to pull people in, sometimes you need to be, for lack of a better word, pushier in spreading the word.

Enter cold calling.

Businesses use cold calling to reach out to new people with information about their products or services. When trying to raise awareness and grow your brand, this can be extremely helpful. Cold calling can help you expand your customer base as well as market your business. 

Cold calling can benefit your business in a number of ways. If you do not have an audience already, cold calling people could be a great starting point! When you get someone on the phone, you have a chance to make a sale or at least spread the messages you want to spread. Even getting someone to answer is a small victory – you have a chance to hear how they sound and what they think.

Of course, the hard truth about cold calling is that it only has a 2% success rate for the most skilled professionals. That’s an optimistic scenario and, yes, this is a VERY low percentage. Still, that’s not bad when you consider that cold calling is a way to market a business completely from scratch.

Why is it that low? Well, for starters, getting people to pick up a call from an unknown number can be fairly difficult. Nearly everyone I know declines calls from an unknown number, for whatever reason it might be. That itself is a big reason cold calling can be so difficult. Fortunately, there is software that can call multiple numbers at once.

How to Cold Call

Before you make your first cold call, you must realize that rejection will happen. It will be constant, rapid, and often rude. When you cold call individuals, there will be far more failures than conversions.

That doesn’t mean cold calling is ineffective, though! Just a handful of conversions can make up for hundreds of hang-ups, rude comments, and confused people on the other end of the line. Push through the hardships and keep going!

Make sure that you don’t lean entirely on cold calling, too. You need another form of marketing. You don’t want to earn a reputation as “the business that does nothing but bombard people with calls.” Balance cold calling with other marketing methods such as social media marketing and content marketing.

With all this in mind, here are five specific tips you can follow to succeed at cold calling.

  1. Do your research and filter your lists. If there is any information that can increase your success rate from 2% to 3%, that will make a massive difference in your return on time.
  2. Make a cold calling script. Search online and copy the scripts that work.
  3. Think about your target audience and pick the right time of day to place a cold call.
  4. Figure out how many calls you need to make for a certain sales quota. After you’ve done a few hundred, you can divide conversions by total calls and that will give you a conversion rate.
  5. Practice, practice, practice!

Still looking for more advice? Here’s a good article for further research.

Final Thoughts

Cold calling can be tough, but that doesn’t mean it’s useless! There are some incredible perks to it, and when done correctly, it can help establish your business faster than other more superficially attractive methods. Remember to be patient, persistent, and respectful through the process, and you will be well on your way to getting those conversions!

First time marketing your small business?
Join our online community of small business owners.

25 Comments

Javier Vallejo · March 23, 2020 at 9:26 am

thanks

Julie Flora · March 23, 2020 at 10:25 am

WOW, this gave me a new insight into “Telemarketing”! Maybe now I won’t be so harsh!

Tonia Booker · March 23, 2020 at 10:38 am

Cold calling could be a downfall but it depends on the approach

dadelszpadel · March 23, 2020 at 11:10 am

Thank you for this info 😀

Sara Schwab · March 23, 2020 at 11:48 am

This is very nice to learn about business

Tea · March 24, 2020 at 12:52 pm

Not a practice I’d feel comfortable doing, tbh.

Penny · March 24, 2020 at 7:40 pm

Thanks

Kenny Malachi · March 24, 2020 at 10:54 pm

Cold calling is most effective in mass.

André Mendes · March 25, 2020 at 6:35 am

I havent really think about it like this…cheers!

Margaret Gallagher · March 25, 2020 at 12:47 pm

Personally not a favourite strategy for us – can see how its useful but can target the most vunerable in society

Guillermo · March 25, 2020 at 10:07 pm

Cold calling might be good if you have good selling skills

M GG · March 26, 2020 at 4:28 am

Thanks for the Tips

Liz Kilcher · March 26, 2020 at 10:30 am

i will have to try this

linda · March 27, 2020 at 11:33 am

Food for thought

Felicity Williams · March 27, 2020 at 2:08 pm

I personally would not recommend this at this current time.

Nancy Femmer · March 28, 2020 at 3:34 pm

Great idea of Cold Calling.
I’m sure many businesses need to be known.

jennifer turnbull · March 29, 2020 at 10:04 am

Thanks for the information. I don’t know if cold calling is something I’d use but maybe it’s something to vonsider

Tammy Catterton · March 30, 2020 at 4:51 pm

wow thanks for the info come in handy indeed

Abdou · March 31, 2020 at 12:53 am

Thanks for the tips

Pat Riley · April 1, 2020 at 10:15 am

Wow love this . Definitely have to try it.Ty

Mike Absher · April 2, 2020 at 2:49 am

Sure why not?

badreddine Lakama · April 2, 2020 at 11:38 am

Thank you for this

Jerry Marquardt · April 3, 2020 at 1:14 am

I thank you for all these really great pointers and tips to steer me in the correct direction on handling growing a business.

Brandon Sparks · April 3, 2020 at 12:21 pm

I learned so much.. Thank you..

Isaiah · April 3, 2020 at 11:33 pm

Is there any other types of calling for this?

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