Cold Calling, Online Marketing? Do both!

The era of the 1980s sales floor with young guys smashing the phone and shouting has some what subsided, it is the memory of time gone by. Often memorialised by films such as "The Wolf of Wall Street" and "Boiler Room." But why is this the case? Well, as somebody who has sold various advertising products from the 1980s up to the present day, I may have a reasonable explanation.

Firstly, firms have just had enough of cold callers. The brash gatekeeper to decision maker calling system as largely been blocked by effective "no name policies" and the reoccurring phrase "initial contact by mail please." Considering this change in environment, it is often hard for telesales teams to make purely conduct business development by traditional means.

Another reason is simply the cost. With less new business coming from traditional mediums. The large overheads of having a telesales team with basic salaries and office requirements is often too much to bare, especially for SMEs with smaller pools of liquidity.

This is not to say that cold calling is dead. Fortunately, many businesses are still receptive, as long as the telesales tactic comes from a more consultative approach, than a simple hard sale cold close.

It can beg the question though, what is the most cost effective way of generating new business in the new technological arena. I say chiefly online advertising. Largely SMEs can benefit from the small overhead of using an external PPC company that delivers strong, targeted Google advertising to their relevant consumer base. Many of my clients now profess to me that the majority of their new enquiries and business does not come from their sales floor. But simply well target online marketing campaigns which reach out to a receptive audience, that genuinely require their product or service.

Often online marketing campaign cost a fraction of one salesman's salary and garner a far larger ROI as a result. Pushing my own agenda I may be, however, there is simply a large amount of indisputable evidence that denotes my own contention.