We have been debating the merits of cold calling recently here at Select Metrix. My take is that it is an archaic approach that appears active but produces little. I don’t recall the other argument since mine was so persuasive (that ought to get Lee going).
Here is another take on cold calling from one of the Inc.com blogs:
First, no more cold calls! They don’t give enough of a return, and we typically have the wrong people doing them (the new hires). Instead, let’s try Six Degrees of Separation for business. If the world is truly “connected,” — and it is — why make cold calls when we can find connections to people who can deliver business to us? Instead of calling strangers, let’s spend that time targeting two areas: One, who do we know who we’ve done a good job for? Chances are they are connected to people who would also buy from us. Two, who do we want to do business with? We know someone right now (within six degrees) who can introduce us to potential customers.
By using this strategy, we can shorten the sales cycle. The benefits are many but two stand out: One, your sales team sells with a higher level of esteem. Two, you become much more efficient in your sales effort and increase new business regardless of market conditions.