Having done a fair amount of cold calling I will concur that it is a demoralizing activity. It’s dead right to point out the hidden cost, because most companies just look at the bottom line, how much money was brought in.

Never Cold Call Blog

There has got to be a cost to the customer as well, if you call and push 100 potential customers and close 1 of them, how do the 99 others feel about you at the end of the process. The verbal fencing that can go on that is part of the “sales process” or barreling through objections, leaves someone feeling a little violated at the end of it. Wouldn’t it be better to build a relationship with those customers in a way that builds trust, and brings them value?

Think about that before you push sales people to “dial for dollars”. In my opinion, if you are not getting enough leads to keep your sales people busy then your marketing organization is what needs attention.