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B2B Cold Calling Study Finds It’s Not So Cold

May 16, 2006

Go-to-Market Strategies sent out in a recent newsletter a couple results from their internal B2B cold calling study. I found them interesting and more positive than I would have expected.

  • They dialed, on average about 15-18 prospects in an hour
  • They connected with a person about 20-30 percent of the time
  • They converted 20 percent of the calls – Where conversion is defined as objective of the call being reached (qualification established, product demo scheduled, information requested, etc.)

That makes cold calling look pretty good. I know this blog is primarily about marketing, but I’m on the phone quite a bit and these numbers indicate I could probably do even better if I keep focused. Maybe you could too?

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4 comments

  1. […] subject is from “Funky Uncle Marketing“, a blog I recently stumbled on. He wrote an entry on May 16th (2006) about a study from […]


  2. Cold calling has many negative aspects!especially as why-are-they-calling-me-at-dinner-time-to-sell-me-long-distance-services-that-save-me-$1-a-month telemarketing puts a bad taste in people’s mouths. The truth is cold calls are actually a very positive way for companies to generate new business. Let’s address several of the myths of cold calling, and explore some of the ways you can successfully implement this technique. Cold calling is important for every business –large or small!
    When Cold Calling is Important
    Three areas of business where cold calling is important are:
    1. generating new business
    2. instant market research
    3. developing business partnerships
    Business-to-business cold calling is a necessary and standard part of the business world. Don’t think of cold calling as picking up the phone and blindly dialing the next person on a call list, but as a strategic part of business development.
    Generating New Business
    Who doesn’t want to generate new business? Nobody that I know! Use cold calling to your advantage. How about that big account you always wanted? Go get it! Do your research and pick up the phone to make something happen. Find the right contact person and do whatever it takes. Get in front of the decision maker, and prove you’re the best company for the job.
    Developing Business Partnerships
    If your firm is strong at Web design and Internet strategy, and the firm down the street has an experienced background in print and old media marketing, develop a partnership.
    Partnerships are a great way to team up and provide best-of-breed services to clients. They provide an opportunity for introduction to new clients and expand your company reach without costing you a dime. Isn’t it time you picked up the phone and introduced yourself to that complimentary firm in your town? It isn’t cold calling — it’s the first step towards a mutually beneficial business partnership.
    Cold Calling Myths Debunked
    Cold calling conjures up images of warehouses full of people wearing phone headsets racing to see how many calls they can make in an hour. The typical “boiler room” scene where a high pressure salesman swindles some unsuspecting prospect isn’t how most cold calls are made. Let’s look at the reality behind the two most common cold calling myths.
    Cold Calling Isn’t For Me
    Yes it is! Just because you’re the owner/manager/designer/artist doesn’t mean cold calling isn’t for you. As long as you are a partner in a company, you’re likely responsible for:
    • new business generation,
    • market research, and
    • business partnership development
    — The three mainstays of a living, growing business. These tasks need to be completed, and you’re the expert who should do them. Get past your fears of rejection and make the call!
    Cold Calling is Only for Businesses that Target Consumers
    Not true! Cold calling is how business gets done. I bet every company that has continued to grow over the recent economic slowdown has a team of dedicated cold callers working on inside sales and new business development. Not because they need to pay their bills, but because they want to grow and expand their businesses.
    Just as relationships and current customers keep a business running, cold calls keep a business growing.


  3. […] as relationships and current customers keep a business running, cold calls keep a business growing.Read More… [Source: Comments for Funky Uncle Marketing – Posted by […]


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