Why You Should Never Cold Call

Aaron Ross is the Author of Best-selling book "Predictable Revenue" (http://predictablerevenue.com/book/). In this video she discusses why you should never cold call.

  1. Cold call:calling an individual who isn't expecting your call
  2. Research the company first to determine a fit
  3. Contact the president's assistant & ask for help
  4. Easily gather names & referrals


Let me tell you why cold calls are waste of time. You should never ever cold call and in fact the whole, the outbound sales team I built at salesforce.com, $100 million was all built off of a process that was of no cold calls.

Let me define a cold call. A cold call is calling someone you don't know who isn't expecting your call. People hate being surprised. You plus so they hate it and you hate doing it and it don't work and anyone who says, "Cold calls work." Yeah, if you make 10,000 calls and you get 5 successes, yeah they work but it's such a small fraction. It's a waste of time, never cold call.

So, here's a little bit of a simpler approach to take. If you are going to call to a company because calling can be valuable. First, call into a company and do some research or if you want to use e-mail to reach out to people right? Do more of a research step which is hey, I'm just trying to see if there's fit because if it's not a fit I don't want to waste your time or mine. So, first is there a fit? And, a way that you can do this simply with the call is if you call into a company and ask for the president, the assistant of the president, whatever they're called. You know, their job is to help people, is to route people, is to defend the president or CEO into route, route you to where you need to go. So, call them, you know, I call it lost lamb approach, you know, I come looking for help. I'm not sure where to begin. I think it looks interesting, I'm not sure. People like to help people, you know, use a simple question. Can you point me in the right direction? Who should I be talking to? Who's the right person? And, you will get names. You will get referrals. You can get e-mails, phone numbers, etc. You know, again it's a very friendly simple way to use your phone to get referrals in business. And, you can do that same approach with e-mail as well but you should never make a cold call. Never call someone who's not expecting it and just use, do something that's going to be a lot more enjoyable to you because if you hate using your phone, that's not going to help you either. Have a little fun with it. Call people actually and have a good time talking to them. You can really enjoy it.