As a Sales Coach working with dental companies for over two decades and more importantly as dental professional on the receiving end of many unexpected visits by sales reps, I am convinced, cold calling is a clear misdirection of resources.
You or your reps will be of far greater value to your company and your customers by being more strategic and discerning when making sales calls.
Let me give you three big reasons not to do Cold Calls:
- High Cost-: A typical field sales call in dental costs around $675. That is, your cost for a rep to turn the doorknob on any practice in their territory.
- Low Sales Potential: Our dental insider data suggests cold calling is a low ROI sales tactic. It takes between 8-10 attempts to meet someone with buying authority or buying influence in a dental office. And, at $675 per attempt, you can see why cold calling delivers high cost and low sales potential.
- Lowers Your Company Image: Dental team members negatively view reps/companies that make unscheduled visits or calls . I recently asked a dentist with a $2M practice in Phoenix, how he views cold calls from sales reps. He called them a “disrespectful intrusion”.
Check out this six-minute episode of The Sales Success Snippet to learn where to find high quality leads who are wanting, waiting and willing to hear more about your products and services.