Is Cold Calling Still Relevant? Pros and Cons

Cold calling has seen its fair share of popularity and has been there as long as the telephone. But, did you know that the average success rate of cold calling is only 2%?

However, it is still effective and must be implemented into your sales strategy.

In cold calling, a representative of a company or a salesperson calls a prospective client or customer. Over this call, they introduce a problem and pitch a service or product that can solve the issue. 

The term “cold” in the phrase cold calling implies that the call is completely unsolicited. Your call receiver has not shown any interest in the product or service and is unaware of the company.

This is where the main difficulty with cold calling lies. Due to the unsolicited and unexpected nature, it becomes difficult to predict the results. 

As a result, cold calling is not appropriate for every product, service, or type of company. Yet, it is used by both B2B and B2C companies invariably and B2B cold calling differs from B2C calling.

In this article, you will learn more about the importance of cold calling and the pros and cons of cold calling. 

What is the importance of Cold Calling?

Despite some challenges, cold calling can be quite beneficial for businesses. It allows companies to reach out directly to their end users.

Furthermore, cold calling is done in the awareness stage of a customer’s journey. Thus, cold calling gives a first-hand review of customer awareness about the brand. 

Cold calling also helps sales representatives understand the audience’s response towards the company, and their interest in the offering. 

These details are useful for a business competing in the public sector. Using these details, they can market their products to meet the demands of their users. Feedback collected from cold calling also helps companies innovate better products based on the feedback.

Read: Complete Guide on Cold Calling

The Pros and Cons of Cold Calling

If you are considering adding cold calling as your next sales approach, then look into the following pros and cons: 

The Pros of Cold Calling

Cold calling makes it easier to reach out to new customers and introduce your company to those unaware. There are chances that after a positive cold calling experience, the customer would be more aware of your company. Cold calling could convince them to invest in the products or services. 

Some other benefits of cold calling are:

1. Targeted calling

This refers to cold calling individuals who fit into the typical customer profile. The profiling is made based on geographic and demographic specifications. Correct target-based cold calling can lead to successful customers who have also been looking for what you are offering. There’s also a good chance that your other marketing channels would not have reached them.

A marketing approach of cold calling is personal enough to interest them in your company. However, obviously, it all depends on their overall experience during the cold calling itself. 

2. Reinventing the sales pitch

Cold calling is an excellent training opportunity for sales and marketing representatives who are just starting their careers. It would allow them to communicate with the end-users and understand their requirements. Thus, they would be able to pitch in the product in a way that would increase its chances of a successful purchase.