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Mike Lieberman, CEO and Chief Revenue ScientistMon, Jan 2, 2017 5 min read

Why It’s Time to Ditch Cold Calling and Embrace the Future of Selling

{}If your sales organization still relies heavily—or solely—on cold calling in order to generate revenue, you’ve no doubt noticed your sales plummeting. No matter how many more calls in a day your sales people make, you’re just not seeing the growth in sales that you need to survive and prosper in the competitive business world.

It’s no surprise. Sales has drastically changed. And you must adapt your sales strategies to reflect the modern day. You must ditch cold calling and embrace the future of selling. Not convinced? Here are some strong arguments to consider.

Buyer Behaviour Has Changed

Digital connectivity has put the power in the hands of the consumer. No longer are your leads passively influenced by your sales strategies. No longer do they need your call telling them all about your products or services. Instead, they’re actively searching, researching, and comparing online in order to make their buying decisions. They have the world at their fingertips. They can find out anything they want to know on their own. And that’s the way the want it.

Cold calling is seen as interruptive and annoying today. Your leads do not want to answer your calls, talk to your sales people, or get pressured into sales. They want to buy on their terms. And they won’t have it any other way.

It Results in Wasted Time and Resources

Caller ID has made it easier than ever for your buyers to ignore your calls. They’re tired of sales people they don’t know interrupting their workday and aggressively trying to sell them things they don’t want or need. They see a number they don’t recognize on their phones and they simply let it go to voicemail. Even if your leads actually do have a need for your product or service, the vast majority won’t buy from a cold call anyway, no matter how great of a fit it is.

So your sales people spend their valuable time making call after call, only to be ignored or hung up on time and time again. In the end, only 2% of cold calls lead to appointments. If this isn’t a significant source of wasted time and resources, I don’t know what is.

Sales People Hate It

Be honest now: do you really know of any sales person that actually likes cold calling? Probably not. Your sales people don’t like bothering people. And when they struggle to attain their sales targets and close sales, their job satisfaction lowers significantly, as does morale. You’ll have unmotivated, unengaged sales people working for you. Or worse, you’ll have high turnover as sales people move on to organizations that allow them to use sales strategies that actually work. None of this is good for business.

Embrace the Future of Selling: Inbound Sales and Marketing

Hopefully, you’re now convinced that cold calling is not in your company’s best interests. If you want to survive, you need to embrace the future of selling, which is inbound sales and marketing.

With inbound sales and marketing, you attract interested buyers to your brand, rather than chasing down uninterested consumers who don’t know your company and have no need for the products or services that you sell.

Inbound marketing uses strategies like SEO, blogging, lead nurturing, content marketing, and social media marketing to attract the right type of buyers to your brand—the buyers who are interested, ready, and able to purchase from you.

Your marketers bring in the leads, then your sales people have an easier time selling to them because they’re actually qualified. Instead of using pressure, manipulation, and aggression to sell to people who don’t want to buy, they work on building rapport, establishing credibility, and building trust. They work on helping customers find the right solutions that meet their needs and solve their challenges. They add value that buyers actually appreciate during the buyer’s journey.

Inbound sales and marketing costs 60% less per lead and results in more sales. And it isn’t interruptive; rather, it helps consumers.

Inbound sales and marketing is the future of selling. It’s critical to ditch cold calling immediately and switch your focus to inbound in order to get in sync with the way customers shop today. This is how you’ll stay relevant and competitive in the modern day.


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.