Cold Calling for Professionals
Cold Calling 101: 4.6 Ineffective Techniques
But other approaches to lead generation work even less well, and often cost much more.
For example, while John Wanamaker said a hundred years ago, “Half my advertising budget is wasted, I just don’t know which half,” today it’s perfectly easy to waste your entire advertising budget. Networking is fine if you like trying to sell to people who can’t buy. Email gets your Web site blacklisted. SEO is an arms race where the only winners are the search providers. Using social media for B2B is like trying to get nominated for Best Supporting Actor. Most PR is nothing but a bit bucket. And Decision Makers don’t go to trade shows.
So the pressure to perform falls right back on the individual telemarketer, salesperson or business development specialist, pressure that usually just mounts until something, or someone, breaks.
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