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Mike Lieberman, CEO and Chief Revenue ScientistThu, Nov 3, 2016 4 min read

Why Cold Calling Turns Off Your Prospects

{}Cold calling is based on dialing up a list of businesses each day with no information on whether the company is interested or even needs what you’re selling. In the hope of landing a sale, you’re relying on the contact to pick up their phone, and entertain the idea of chatting through a (likely) pre-scripted sales pitch that they may have zero interest in. Put yourself in their shoes. Is this something that would entice you to purchase what they’re selling or would it leave you wondering if their outdated sales techniques translate to their business offerings? You could be turning off your prospects. Here’s why.

It’s Disruptive

Not to mention flat out annoying! For all you know, this contact on your list has zero interest in what you’re selling, and the likelihood of catching them at an ideal time is quite slim.They’re already busy with their own tasks,and the fact that you’re interrupting their workflow is a complete nuisance. Right off the bat, this is going to cause distaste and a negative attitude toward the call. It’s more likely that whoever is answering will hang up or say they’re not interested without hearing you out.

Generally speaking, this generation has an aversion to telephone calls. With an increase of texting, emails, and online interactions, it’s tough to really engage with people on the phone. Add caller ID andNational “Do Not Call” lists to the mix and it’s easy for your sales team to be ignored. Hello, voicemail.

It’s Inefficient

Cold calling is evolving into a total waste of time not only for your sales team,but for the targeted prospect as well. Chances are, if a company is looking for a new product or service, they’ve already done or will plan on doing their own research before reaching out to potential companies offering what they need. Additionally, emerging generations don’t want to be sold to; they want to seek advice and gather their own information to make an educated purchase without feeling pressured through cold calling. Andthey want to do this on their own time, when it’s convenient for them.With such quick access on the internet, it’s quicker and easier to do research without wasting time on the phone with long winded sales pitches that no one has time for in their busy schedules.

It’s Just Not Genuine

How many times have you heard the same spiel from a cold caller? That’s because most sales reps have a scripted blurb that they must read off every time they make a call. This is where potential clients can really lose interest, which could also affect future business. Not only does the call come off as pushy and insincere, but very impersonal as well. From a buyer’s perspective–and trust us, they notice–the cold callers don’t care about their prospects’ needs and are only looking for a new sale picked sequentially from the long list of daily call quotas. It’s also evident that no research is being conducted to identify who should be on the calling list, which results in prospects having to explain even the basics of their company, again, wasting time and patience.

Overall, this outdated sales technique could be hurting your brand and scaring away customers. It’s time to step away from cold calling and focus on newer, emerging strategies such as inbound marketing that can save time, money, and bring prospects right to your doorstep.


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.