On my desk sits a book called Never Cold Call Again
by Frank J. Rumbauskas. Our Chief Exec gave it to a member of our sales team who, in turn, passed it along to me. As you might guess, the premise of this book is that cold calling is an unnecessary evil today. "It just doesn't work anymore." I know many sales people and recruiters that would disagree and others that hold the title of this book high and proclaim its truth every day.
While the phone is still a vital part
of any sales or recruiting process, it's use has changed somewhat over the last several years. Only a few short years ago, a 60-page search record was slapped on my desk with the names of six or seven organizations, their locations, and main phone numbers on every one of those sixty pages. Along with the provided information were two empty boxes beside each listing where I was to fill in the information I gleaned from my many cold calls. I was to insert the name of an identified contact along with dates and results of each call I made. It was rudimentary and completely old school. And it had its place one time, but no longer. I was expected to make 60 -100 calls a day and log every call, fax, email, candidate packet sent out, and every resume received.
Yes, I still
pick up the phone but I am part of that 45% of which Mashable spoke in their recent report
. I pre-screen by looking at a resume and/or Google or LinkedIn profile before I ever make a call. Standard practice. Based on my findings, if I don't think there is even the slightest chance for a potential fit, I do not make the call - I move on. My calls are now targeted, my filter starts working before the first call is even made not finally after the second voice-to-voice conversation. I often pass on speaking with someone that doesn't have an online presence or LinkedIn profile. For the recruitments I manage? No, I wouldn't call because the candidates I need to talk to must have a strong understanding of the internet and some computer/tech/internet work experience. It is a necessity. There is no time for that kind of training in our office.
That is for my requisitions
- others may not need this. It falls back on the type of search / recruitment you are managing. Many in our community do not need this type of filter / pre-screen and would never even consider it. It is not even part of their screening process. And true, I am all about saving time (which equals saving money or making money), I am also all about hiring the right person.
What do you
think? Is hard-core cold calling
a thing of the past?
Do you still rely
on this practice to produce quality candidates? Does
Are you willing to leave timing completely to chance?
Cold calling is forcefully wasteful on people who are not interested.
© by rayannethorn