subject: Lead Generation Cold Calls: Pros and Cons [print this page] Cold calling is considered to be an integral part of the lead generation process by many. BPO units have used cold calling a tool to tap on all those consumers who have not been followed up by the call center agents due to one reason or the other. Cold calling allows the outbound call center agents to have another go at these consumers and trying to turn them over into subscribers to the client's business. But everyone does not feel that cold calling is a valuable sales lead generation tool. Some feel that cold calling is regressive and does greater damage to the telemarketing campaign than otherwise. In this article we will examine the pros and cons of cold calling and make an attempt to come to a definite conclusion about the importance of cold calling.
Cold calling does help the call center agents into tapping the resources that had promise but fizzled out because of some reason. It helps telemarketing agents when they are calling up customers who have already consented to buying the products/services but were not converted to sales because of a leak in the process. There are times when the BPO unit hands over a list of qualified leads to the in-house sales team of the client. But the sale does not happen because of some procedural delay. Getting back to these customers and clinching the sale is the outbound call center agents' primary job. Cold calls optimize the resources that you have allotted to sales lead generation. It is using the last drop of water to quench the thirst.
Cold calls can be successful if the lead generation companies ensure that the agents making these calls do their research. Without ample research material, it becomes difficult to sell anything through cold calls. Once you have the correct data in place, you will have a rare insight into the buying patterns and even the psychology of the consumers you are about to call. This helps in communicating with the prospective consumer. Telemarketing services is all about understanding what your buyer wants from your company. No one has time to listen to your offers and freebies. When you are making sales lead generation calls, you have to cut to the chase. Speak only about relevant matters and only about the benefit of the consumer.
But you cannot consider cold calls to be a supremely effective lead generation tool. Several call centers do away with cold calling because they feel it's a waste of call center resource. Customers do not agree to purchase products/services once they have been let down by the outbound call center guys. The lack of follow-up haunts them and makes them feel that the after-sales call center services would prove to be equally nightmarish for them. They prefer to hold back and later sign up with a rival telemarketing firm. Ideally, the BPO unit must work in a way that does not leave ground for cold calling. It's always a good idea to be prompt and urgent is following up leads.
