At first glance, cold calling might not seem the most promising way to reach decision-makers. Research by Leap Job found that only 2% of cold calls result in an appointment, while the Ovation Sales Group found that the average salesperson prospects for six-and-a-quarter hours to set one appointment.
Research by LinkedIn
found that less than 2 percent of cold calls resulted in a meeting, while a study Research by Baylor University
found that only for every 209 calls made, only one appointment or referral was set. When we think of how few of these appointments will actually be converted to deals, it seems more inefficient still.
But how much of this is down to bad technique – and why do a number of sales managers still insist that phone is favourable? While it’s true that methods like “cold email” are far quicker and more scalable than using cold calls, there is still a case to be made for human interactions over online ones