Why Cold Calling Is Widely Dismissed in B2B Settings and How Proper Communication Can Improve

Introduction

As someone who has been the de facto head of the IT department and the main person responsible for IT purchases for over 20 years at a company, I can confidently say that I receive an abundant amount of sales calls from both within and outside the B2B realm. In this world, there are minimal restrictions, no do-not-call lists, and practically no legal barriers preventing businesses from making cold calls. However, within the B2B sphere, many professionals and decision-makers like myself consider unsolicited phone calls and emails as unprofessional and not a legitimate method for conducting business. This is due to several factors, including time management and the issue of accountability. In this article, we will explore why cold calling is widely dismissed in B2B settings and propose some solutions to improve this situation.

Time Management and Priority Setting

One of the main reasons for dismissing cold calls is the prioritization of time.

Time as a Corporate Asset

Within organizations, time is a valuable asset that requires careful management. As a primary decision-maker and efficient manager, my top priority is ensuring that my time is spent on the most impactful and time-sensitive tasks. Receiving a cold call can significantly disrupt my workflow, especially when I am working on critical projects with strict deadlines. By making cold calls a priority, salespeople undermine the value of the time I am paid to manage.

Professional Responsibility

As an employee, it is my responsibility to act as a vigilant guardian of the time for which I am being paid. This involves both prioritizing tasks effectively and avoiding time-wasting activities. Cold calls frequently fall into the latter category, often disrupting my work in a way that is counterproductive and unprofessional.

Accountability and Trust

A second critical factor that contributes to the dismissal of cold calls is the lack of accountability and the difficulty in verifying the legitimacy of the callers.

Verification Issues

Over the years, I have encountered numerous cases where cold callers claimed to be from reputable companies but were found to be independent consultants or resellers with questionable motives. In some instances, these individuals were outright liars. This makes it exceedingly challenging to hold them accountable for any commitments made during the call. The absence of follow-through and verification mechanisms leaves ample room for manipulation and misinformation.

My Approach to Cold Calls

Standard Response

To address this issue, I have developed a standard line to use with cold callers. This line is straightforward, yet effective in controlling the situation without being rude.

“This really isn’t the way we like to do business. If you’d send me some information, you can send it to me via conventional mail.”

Often, I receive one of three responses:

Continuing the Sales Pitch: If they ignore my response and continue the sales pitch, I hang up immediately, feeling no guilt or remorse. Email Request: Some callers ask for my email address, to which I respond by stating that conventional mail is the only acceptable method. Apologizing and Hanging Up: Occasionally, people will provide their mailing address, but over several years, I have not received any unsolicited material.

I have even encountered individuals who mocked my response, with one person saying, "Conventional mail. Wow. That’s really behind the times." My response was, "So is cold calling people. Click."

Conclusion

By adopting a clear and concise approach to handling cold calls, individuals and businesses can better prioritize their time and ensure that all communications are genuine and meaningful. This change not only improves one's personal efficiency but also helps in building a more trustworthy and accountable business environment.