Cold Calling for Professionals
Cold Calling 101: 4.11 The Purpose of Cold Calling
Before we get too far into the methodology – and understand that we have a long way to go – we need to talk about what cold calling means to you and for your company. This is because, for some companies, demand is just out there and all you have to do is look for it, while other companies have to actually create demand for their products or services.
For example, if you’re selling a commodity that everyone needs, then getting a shot at the business is often just a matter of calling a Purchasing Manager and offering a lower price. On the other hand, if you have to educate your prospects about your application or persuade them of your value, or get them to see the need before they can be interested (or if you want to raise your prices in a commoditized market) that’s a different and much tougher problem.
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