Skip to content
Mike Lieberman, CEO and Chief Revenue ScientistTue, Mar 14, 2017 5 min read

Stop Cold Calling & Start Inbound Selling

{}Is your sales organization stuck in its ways? If so, you could be doing your business a disservice. When you find a sales strategy that works, it makes sense to keep using it. Some sales techniques are timeless, after all. But when that strategy becomes antiquated, it’s time to do away with it. Some sales tactics that worked in the past simply aren’t relevant anymore. After all, there have been significant changes in technology, buyer behaviours, and the sales process in the last couple decades.


Your company must adapt to the times and the new way that people buy in order to remain relevant and profitable in the modern sales environment. You must stop using ineffective old-school sales techniques.

We’re talking about cold calling. If your sales people are still dialing number after number, hoping to find prospects on the other end of that call, you’ve no doubt noticed your sales plummeting. Your sales people are likely struggling to meet their sales targets.

It’s no surprise. Cold calling is out—it has been for a while. Inbound selling is in.

Cold Calling Is Out of Sync with New Buyer Behaviours

When you find yourself with a problem or a purchasing need, do you sit around hoping a sales person will call you and solve all of your problems? No, of course not. You go online and search for a solution. You’re not the only one—that’s how everyone buys these days.

These new buyer behaviours have made cold calling completely ineffective. There’s no need for this type of sales strategy anymore.

To remain profitable today, you must adapt to the way consumers buy. This means transitioning to inbound selling, which is in sync with modern buyer behaviours. Inbound selling is about guiding prospects to make the right purchasing decisions; it’s about making your company stand out as the right choice. It’s about adding value to the customer’s experience. It’s about waiting for prospects to come to you, instead of interrupting them.

It’s Too Aggressive

One of the biggest problems with cold calls is that they’re simply too aggressive; prospects don’t like it. Buyers want to purchase on their own terms. They want to perform their own research and become more knowledgeable and informed. They want to consider all of their options before they make their choice.

Buyers don’t want someone calling them, harassing them, and pressuring them into buying. Not only will this not work, but it will damage your company’s reputation and only chase away sales opportunities—sales opportunities that could have easily been closed if you let those prospects come to you.

It’s a Waste of Resources

Did you know that only 2% of cold calls result in an appointment? You have a whole team of sales people working for you, spending their valuable time calling lists of leads day in and day out. And their efforts will rarely lead to any sales.

The amount of sales they bring in simply isn’t worth the resources you put into the calls.

Inbound selling is the better way. Prospects come to you, so you know they’re already interested in what you’re selling. And because they’re reaching out to you on their own terms, they’ll be far more likely to listen to your sales pitch and be convinced to buy from you. If you want to increase your sales while lowering your cost per lead, it’s time to adopt the inbound methodology.

Ready to Get Started?

We know it can be overwhelming to completely change the way you do business. But we also know that it’s a necessity today. Cold calling simply doesn’t work anymore.

If you want to implement inbound selling, but you don’t know where to start in your transition, work with a sales enablement company. Its experts will be able to show you the ropes, offer the sales training and coaching you need, create processes that will work, and ensure your sales team is willing and able to start selling to inbound customers.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.