My patience with uninvited solicitations from service vendors has officially worn out. You might be close to that point too. As a decision maker within my company’s marketing department, I am a magnet for solicitors with this mindset: “his company needs our solution! Let’s hit him up ASAP.” It usually goes like this: I get three or four unwelcome emails from a sales person, sometimes packaged with a random LinkedIn connection request, and then followed up with an unwanted phone call. Unless you’re someone who loves hearing sales pitches (yes, there are some people who love hearing a pitch), this process becomes cumbersome and downright agitating when it repeats on a regular basis.
My corporate number is not published in any public database nor can my email address be found listed on my company’s website or in any profile I maintain online. These vendors typically purchase this information from a 3rd party directory. Despite the fact that this is occasionally done without my consent, contact information usually isn’t consider sensitive, and therefore I don’t have much recourse in stopping it. Sometimes, however, I actually did consent to my information being shared via fine print buried in the registration process of some conference or industry event I attended. Regardless of the technicalities of how my information was obtained, it’s really not the source of disdain that I, and many others, have with these cold calls. I will elaborate on that next.
By trade, I am a digital marketer, but more specifically I am focused on generating demand for my company’s products. If effective, that demand manifests itself in the form of lead form submissions and e-commerce transactions. Some refer to this as inbound marketing while others call it transformative marketing. At the end of the day, my job is to make someone who has never spoken with a member of our organization before, want our products. It other words, I’m here to make cold calls completely obsolete.
With that said, why would I ever participate in a process that I, by nature of my career, am trying to render null and void? If my job’s primary objective is to provide such a great digital content experience that a customer by passes much of the traditional sales process, why I go against that in a customer role. I’ve spoken with dozens of my peers working within demand generation roles who have the same degree of frustration. They’re inundated with subpar, and even lazy, marketing messages whilst they themselves try to build really robust nurturing campaigns themselves. At any rate, I hope that more and more organizations begin to see the value of driving demand through content marketing and other inbound tactics before they launch unwanted and ineffective prospecting initiatives Many organizations already have, but unfortunately, there are many others that just aren’t making the change.
What have been your experiences with cold calls? Are you bothered by them? Have you bought anything from a cold call? Share your thoughts below.