A colleague in the animal health industry recently asked, “Has door-to-door prospecting in the veterinary world reached obsolescence?” He was serious, explaining that he sets appointments and uses cold calls to fill in the gaps. Finally he admitted, “I rarely get any response or success from a cold call.” This answers his question. Why continue an activity that doesn’t produce the desired results? Consider the research.
Source: blog.hubspot.com. March 2018. Link.
Consider that only 1% of cold calls result in meetings. Or that a staggering 90% of B2B decision makers don’t respond to cold sales outreach. If you like those odds, you probably also think that putting money in slot machines is a wise financial investment strategy.
INSIGHTS: Do you have time between your last appointment and the next one? Good. Spend it finding out what your existing customers value. In most cases it isn’t what you assume. Ask the receptionist, the veterinary nurse, the practice manager, the associates and others. When you have the complete picture of what your existing accounts value, you will have a deeper relationship and more sales. That is a great answer when your sales manager asks why you are not making more calls.