Using cold calling as a small business marketing tool
July 28th, 2008If you’ve had second thoughts about using cold calling as part of your small business marketing plan there are some things you should know. Before you pick up the phone to make your first cold call, you need to realize there aren’t many people naturally skilled at cold calling.
Cold calling doesn’t have a very good reputation. Many of your prospects will find it obnoxious and intrusive. Conversion rates are around 2% for cold calls as opposed to 50% for referrals and 20% for solid leads. Are these good reasons to take cold calling out of your small business marketing plan? Not at all! Cold calls fail because they’re not done correctly.
You should ask yourself if it’s the calls people aren’t receptive to or the way they’re handled. Many very successful businesses have been built upon successful cold calling campaigns.
