I was doing some reading today and found an article which states that 10% of cold calls result in sales along with an example of someone who got 30 sales in 18 months via cold calling. Here's the clincher: This article wasn't anti-cold calling. It was touting these numbers as GOOD!
Give me a break - first of all, 10% is a horrible return, and it's not realistic either. In reality less than 1% of cold calls result in qualified leads. (Not appointments. Qualified leads. There's a big difference. Most appointments that come from cold calls are not qualified.) And 30 sales in 18 months? That's less than 2 per month! No one could survive on those numbers!
Don't buy into the myth that cold calling works. The fact that the "cold calling works" crowd have to use such questionable numbers to state their claim is proof enough that they're not telling the truth. Remember, companies have you cold calling because it is a waste of YOUR time and YOUR money - not theirs. It's a way for them to cut costs at YOUR expense. Be smarter than that and learn how to use effective self-marketing and stop cold calling forever.