A comment in the previous post along with my reply to it got me thinking about the idiocy of that most dreaded of all sales activities, the cold calling blitz.
It's well known that one can set appointments from cold calling but those appointments mysteriously fail to generate sales. I can remember spending 80% of my time cold calling while cold calling only generated 5% of my total sales. Why is this so? The thing to remember is that few executives will accept an appointment if you approach them via cold calling (see a few posts down for real-life statistics on this). Who does this leave? Time-wasters who like to play power trips on salespeople as well as people who have no authority to sign (office managers, IT guys, etc) and simply hand your proposal to the real boss, only to be never heard from again.
The problem with a cold calling blitz is that it forces sales reps to set the greatest number of appointments in the shortest time possible. What happens? Salespeople madly dial the phone, quickly setting apppointments without ANY qualifying at all. (If you're good, you're trying to qualify prospects OUT, not merely qualify them.) The end result is a bunch of worthless appointments with people who either have no real need or no authority to buy. On top of wasting a half or full day "blitzing," you then waste lots of productive selling time with people who will never buy. If that isn't a waste of time and a serious detriment to sales production, I don't know what is!
Sales managers: If you want to increase production and raise your team's attitude in the process, drop the cold calling blitzes immediately!
The telecom industry is a great example if you ask me. Telecom companies are notorious for requiring very high cold call activity and for mandatory cold call blitzes. They're also notorious for going bankrupt. Mere coincidence? I think not....