Making Cold Calls Is The Telephone Prospecting Equivalent Of Sending Spam Emails

Writen by Tino Buntic

Consider the following four questions:

1. If an internet marketing consultant told you that sending spam emails is a good way to advertise your business, would you do it?
2. Do you hate wasting your time sorting through dozens of unsolicited email messages?
3. Do you ever get frustrated when you receive cold calls from telemarketers, especially when they call at inopportune times?
4. If a sales consultant told you that making cold calls is a good telephone prospecting method, would you make cold calls to solicit new business?

I would bet that you would answer "no" to each of the first three questions. The last question you may answer with a "yes" or a "no" depending on your attitude towards sales prospecting methods.

But it is my belief that there is no difference between cold calling and sending spam emails. Making cold calls is the telephone prospecting equivalent of sending spam emails; both are forms of interruption marketing. That is, both prospecting methods are used to force your own sales pitches onto unwilling and unsuspecting consumers. Both of these techniques are detested by their respective recipients. Yet, cold calling is still considered an acceptable means of prospecting by participants in the sales profession and spam emailing is not.

Why is this the case? There was a time, maybe twenty years ago, that cold calling worked. It was a good way to prospect for new clients. However, it doesn't work anymore. But the sales profession has not been able to adapt to new marketing methods; they do what they have always done, whether or not it is still successful.

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