Is cold calling effective, or is it dead? The debate that started back in January heated up right along with the weather this week. Here is what one broker had to say.
“To be successful at sales you need to connect with people. How sales people connect differs from sales person to sales person,” wrote Tim, who stirred up the conversation once again on the original article, ‘
Cold calling is dead, consultant tells brokers.' “Social medial is one way to connect, cold calling is another way to connect, as is playing golf, going to trade shows and doing mailers.”
It was Andrew Jenkins, vice president of strategy for ArCompany, who told those brokers gathered for the Crystal Ball conference that “agents who used social media had a greater sales buy of 20 per cent and 84 per cent of B2B decision-makers are looking for referrals. You compare that to cold calling, which is only effective 3 per cent of the time. Those are the changing dynamics of the industry.”
While brokers reacted strongly to the original article (click
here for their comments), Tim suggested that the solution isn’t black or white, but a combination of approaches.
“A good sales person will do some combination of all these,” wrote Tim. “Cold calling isn't dead; it's just hard work.”
