Don’t expect the cold caller to save your business-We are not miracle workers. If your business is in financially in trouble; hiring a cold caller will not help you save it. I often get calls from prospects whose businesses are living on a wind and a prayer and expect me to book enough appointments to help close enough deals to not only pay me but keep their business afloat as well.
Don’t start a cold calling program if you can’t afford the cold caller- There is no gentle way to put this but if you can’t afford a cold caller thinking they will bring in enough money to pay for themselves in a matter of months. True lead generation is long term. Meaning that it takes many phone calls to get to the right person. Many more to follow up on literature and set up an appointment. And still more calls to follow up on after the quote and appointment. This whole process can take months or even years if the prospect isn’t ready to do business. Don’t make the mistake of hiring a cold caller hoping he/she will bring in enough bucks to pay for the campaign.
Don’t expect lot’s of appointments from a cold caller while at the same time blowing them off- Sadly I get a lot of clients who will demand x number of appointments per week only to find out that more than half have been blown off. The reasons range from the client being too busy to attend the meeting to the prospect not being what the client is looking for. If you’re going to hire a telemarketer who will generally work their butt off to generate appointments- have the courtesy of showing up for them.