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Is Cold Calling a Thing of the Past?

I can’t help but be reminded of Edvard Munch’s painting, The Scream, every time I speak with a salesperson or professional who is complaining about the ineffectiveness of their marketing.

In the painting, Munch places a man on a bridge, hands to mouth, screaming as loudly as he can. Behind him, the land, river, and sky are painted with undulating and swirling strokes evoking the feeling of motion. On the bridge, behind the man, a couple are walking, seemingly without the least interest in the screaming man in front of them. Munch uses dark colors throughout the painting—red sky, dark blue river, brown and blue unwelcoming land. One gets the feeling the man isn’t yelling at a particular someone, rather he is screaming to be heard by anyone. And you come away with the distinct impression his effort is futile. He screams his head off, yet not a soul hears.

Who would have thought at the time Munch finished his painting in the late 19th century that he was such a Nostradamian visionary that he was actually painting a portrait of a 21st century salesperson?

Marketing, for most salespeople, has become nothing more than a futile attempt to get someone—anyone—to hear over all the marketing noise created by the millions of other salespeople screaming just as loudly and futilely as themselves.

For most salespeople marketing is nothing more than a desperate attempt to scream louder than anyone else.

Salespeople and companies seek to strengthen their voice by doing more of what they’re doing. Need more business? Up the cold calls. Not enough response? Fax that flier to more companies. Can’t be heard? Triple the number of unsolicited emails you’re sending (SPAM when we receive it, “important information” when we’re the one sending it).

The issue isn’t the number of cold calls or how many unsolicited emails you can get out in the course of a day. It isn’t a matter that salespeople aren’t trying to be heard; most are working their tails off. And it isn’t a matter of salespeople not targeting the right prospects. Many salespeople have narrowed their target lists to only prospects who fit well within the salesperson’s ideal prospect profile.

The issue is: prospects don’t want to hear. They’ve developed a defensive white noise to block out the constant, unrelenting racket of the marketing messages. Consumers have learned they no longer need salespeople to supply product and service information or for purchasing guidance. Salespeople, with their biased, commission-influenced sales spiel need no longer be tolerated.

Obviously, these consumers know they need information. They know they need guidance and help in making their purchasing decisions. However, a rapidly growing number want what they believe to be objective, unbiased information on which to base their decisions. Whether they are looking for an electronic gadget or the most sophisticated financial product, service, or strategy, these consumers want real information, not a sales pitch. They want to be educated on their options and possible strategies, not sold a product or service.

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