So is cold calling dead? Well, the answer is a bit more complicated and a simple Yes or No wouldn't quite cover it.
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The thing is - the data out there suggests that millions of slaes professionals like you and I still rely on direct sales calls to help grow our businesses. A study conducted by Rain Group found that 82 percent of buyers are open to booking meetings when sales reps reach out.
Naturally, the level of impact that cold calls (or cold calling) can have on your business will depend on two major factors:
Your Audience: Who is this for?
Let me start by saying that as a sales guy, this is the first thing/element I examine whenever I am faced with the challenge of selling something or having to create systems around the marketing of product X or Y.
Who is this for? That is, to me, the most consequential of all questions. Folks live different lives, have different concerns and experiences and what may seem absolutely ridiculous and unimportant to you may seem just normal and/or vital to another soul.
Younger folks may find it strange that there are still folks - older folks-out there to who, the idea of a sales professional, one they have never met or spoken to beforehand, coming into their home or office to sell them a product or service doesn't seem strange at all.
These are typically the "Salt of the earth" types: Folks who live in the rural or suburban parts of cities all around this country. Folks in the heartland who know who their neighbors are and stop to say hi to folks they see during the course of the day.
I tend to obsess over these types simply because these are my favorite types of folks. For you, your ideal customer may embody a slightly different set of geographic, psychographic, and sociographic characteristics.
Esri's consumer segmentation tool may come to be a great resource for you to start to zero in on your ideal customer profile. That is if you offer products and/or services to consumers and not other businesses.
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