Cold Calling

Cold Calling Success

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BUS642: Business Research Methods & Tools

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Cold Calling Success

Many industries rely on cold calling in one form or another in order to secure new leads to potential customers. It is a relatively cheap way to introduce a product or service to those who are looking for a type of product, or those who may be in need of that service. It is critical that callers be upbeat and understand each person they contact should get the same enthusiasm and personal attention as the first call of the day. Cold calling is most often successful when the people making the calls have a solid understanding of the companies they represent, the products and services they are offering those they contact, and are well versed in adapting their scripts on a case by case basis.

Background Information

Cold calling has always been an inexpensive way of reaching out to potential customers in order to persuade them to purchase a good or service from a business. Companies frequently buy lead lists, which include the contact information for potential customers and may be tailored to the needs of the company. For example, a pest control company may purchase a list of names and information about people who have just purchased a home. These people have been prescreened to potentially need such a service, so they are a god solid foundation for cold calling. A cold calling strategy is more than just picking up the phone and speaking to a person. A caller must realize that they need to have a well formed script and approach in order to be successful. Often, people feel as though these companies are interrupting them, so these companies need to have a good plan of action when discussing the company they represent and the products as well as their value to the potential customer (Blount, 2015). Without this, all calls are doomed to fail. A caller will need to capture the attention of the person they are calling, and...