Jim Logan

I think that you are right about cold calling, like other lead gen or client acquisition initiatives being rooted in numbers. But I think you can go beyond that by looking at it as being a ratios game, with numbers being the key component. With that you can adjust and align and continuously improve.

The Pipeline Votes: +0

I absolutely agree with your article Jim. Every marketing effort is a numbers game, however most other forms of marketing don't involve direct involvement with those who don't engage with the marketing message. The human emotional need for affirmation is difficult in cold-calling situations because a person needs to directly go through a percentage of negativity which affects a person - that is why it is so disliked. Most other forms of marketing filter out most of the negative elements by appealing to needs and attracting response. Votes: +0

Nesh: Thanks for the thought...I agree. Rejection is a barrier to sales people wanting to call. No one likes rejection. I'd also offer - in my sincere experience - most sales people are poor talking to business people about their products and service from a business perspective...further hindering their desire to call.

There's something interesting about picking up the phone and calling 100 people versus mailing 100 letters: if both generate five responses, you learn nothing from the 95 who didn't respond to direct mail...you learn a lot from the 95 who didn't respond on the phone.

Every call and conversation - no matter how productive or brief - becomes an experience to learn more about your offer and it's match in a target market and communication in a direct marketing effort.

Food for thought. Votes: +0