Is Cold Calling No Longer Needed?

My marketing career began at age 16. I accepted a job as a telemarketer. I was given numerous training sessions on overcoming objections, tailoring the given script to my liking that would appeal to each cold call made, and closing the call. After a four hour shift, I’d turn in my numbers and go home. On some days, I’d convert some no’s to yes, and I’d get turned down numerous times. But, every day, I’d go back and do the same thing over again.

Fast forward to 2010 and more and more people are using social media to connect with businesses all over the world. Is social media alone enough to completely obliterate cold calling as a new business strategy? Below are a few things to think about before answering that question:

1. Social media networks can experience technical burps at any time.

Last year, Twitter’s “fail whale” frustrated millions! There were times when Twitter didn’t work at all, wouldn’t display replies and direct messages as they were received, or update timelines. Let’s not forget when you couldn’t even log onto your account because, for some odd reason, your account didn’t exist.

2. Some potential customers have dabbled in social media but just don’t get it or have the time for it.

Would you advertise to an undefined market? Of course not. You’re not going to send a message unless you know someone’s going to receive it. It is a waste of time tweeting to a marketing manager who has posted four tweets, each a month apart.

3. Words can be read the wrong way and offense can be taken.

We have all read an email and had to go back over a sentence or two feeling we may have read it in the wrong context. Not only can this happen in email, but also with Tweets, Facebook posts and blogs. The tone of your voice can play a major part in the effectiveness of your message.

4. Social media is easy to ignore.

If someone doesn’t want to be bothered, or busy, they will never log into their account. Plain and simple!

5. Some people just like personal communication.

Some people like going to lunch meetings, networking events and trade shows and interacting with people. Solely relying on social media just doesn’t do it for them.

I’m not bashing social media, as I am heavily involved in the social media atmosphere. I’m just saying don’t count out cold calling.