Cold calling...good or bad?

Perhaps it’s not as black or white as the topic of this blog suggests but is it actually a successful way of winning new business, contracting sponsors, attracting delegates and so on? 

Being from an ops background I rarely got involved in cold calling potential clients / sponsors / delegates in my previous role but it is something that I had to get to grips with quickly upon setting up Connect Events and to be completely honest I’ve found it difficult.  I have a great deal of confidence in the services we offer to our clients and I am in no doubt that there are a lot of events being run that could be better if we were involved.  However if, when you call someone out of the blue to offer your services, you are told their events are already managed you can hardly turn round and say “well they could be better if we were involved” – or can you?! 

Very few of the cold calls (or indeed emails) I’ve sent out are successful – perhaps it’s my style rather than the nature of the communication that is the issue – and all of the clients / interest Connect has received has come through word of mouth, recommendation, personal introduction, etc.  I think the reason for that is mainly because they have a reason to want to use your services, rather than a feeling of almost being pressured into. 

Given that is cold calling an approach that could soon be dying out?!  Simple answer is no.  Despite its failings and often impolite responses cold calling provides the best way of contacting a large number of potential clients...something that is invaluable in the events industry.  Take this approach out of the sales environment and you lose a great number of opportunities to get that extra piece of vital business. 

The growth of email has a sales (and marketing) tool over the past few years has of course added an extra level to cold calling potential targets...at least that way there is a chance your call will not be a complete surprise to them.  Of course for all the rejections received all it needs is one yes and all that frustration becomes worth while.

Is cold calling good or bad?  Well to be honest (and sit on the fence) it is a bit of both.  It has its drawbacks and definite negatives but in the ultra competitive events market you can’t survive without it.  One thing we at Connect Events have learnt is if you’re no good at it employ a specialist – the cost is worthwhile when potentials are turned into contracts.

www.connectevents.co.uk