14

Cold Calling

COLD CALLING is a traditional, “old school” tactic, and some marketers might say that it’s more of a tool for generating sales leads than marketing leads. But I actually think it’s a good idea to talk about cold calling as a marketing tactic. If you and your marketing department use it right, you can turn cold calling into a very effective tool for generating marketing leads.

Cold calling works very well as a lead-generation tactic for certain types of businesses. It’s particularly effective if your business has a small, well-defined purchasing audience. For example, say your company sells exclusively to government agencies and departments, or you have a product that you sell only to hospitals or medical establishments. In most cases, you know who the decision makers are at these companies, or at least you know which people in which positions are most likely to need your type of product or service. It’s just a matter of getting in touch with them. In this case, cold calling may be a very effective option for you.