"Cold calling is only going to get tougher with call screening!"
I hear this excuse in every sales training session I run.
Let's cut this out.
Cold calling has not got harder.
It is easier than ever.
The Golden Age of Outbound
You can get mobile numbers for $0.003 cents.
You don't have to deal with as many gatekeepers. In the old days you had to charm a receptionist just to get a name. Now you have the direct dial.
You no longer ever have to call a switchboard.
You are not sending emails during Christmas in hope a prospect has their mobile number on their out of office reply.
You are no longer using a telephone directory. Your computer can even call people for you.
This is the easiest time in history to reach a decision maker.
The Competitor Advantage
While you are complaining about call screening your competitors are spamming inboxes.
They are sending thousands of automated LinkedIn messages that get ignored.
This digital noise creates a massive opportunity. As we proved in Cold Calling Case Study, the phone is the one channel that cuts through the clutter.
The Real Problem
It is easy to get a hold of prospects.
The problem is not call screening. The problem is you just don't make enough dials.
You make ten calls and give up because two people didn't answer. That is not a market problem. That is an effort problem.
We discuss this lack of resilience in How to Overcome Call Reluctance: The Two-Choice Mindset. If you are looking for excuses you will always find them.
Stop Making Excuses
Cold calling used to be tough. It really isn't anymore.
The technology is better. The data is better. The competition is weaker.
If you are failing it is because you are not putting in the work.
Stop making excuses.
Pick up the phone and dial.
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