Why are sales managers so insistent on cold calling? Why do some companies refuse marketing budgets, mandating cold calling as a job requirement with threats of termination for non-compliance? It seems odd to pay a salary for collecting business cards or making phone calls when your talents could be better utilized.
There’s a hidden reason: the dark side of cold calling. Companies often force salespeople into this outdated method to cut costs at the salesperson’s expense. Cold calling shifts financial burdens onto you, avoiding marketing expenses. Despite its low returns, you bear the brunt of the work, resulting in a smaller paycheck.
Moreover, cold calling saves the company time. Instead of hiring additional staff or consultants for marketing, they assign it to you. This saves manpower but wastes your time on low-percentage activities. Ironically, this cost-cutting measure can be detrimental, leading to lost profits, downsizing, and even bankruptcy.
Successful modern companies prioritize marketing plans that generate qualified leads for salespeople to close. This is the sensible approach for the 21st century, leaving cold calling behind.