Cold calling sucks.

There it is – I said it.

Cold calling flat out sucks. It always has. It always will.

It’s probably the best way to generate consistent, quality leads.

But it sucks.

It’s a time-tested way to clean up your old database and find new business from old customers.

But it sucks.

It’s the quickest way to test the waters in new markets.

But it sucks.

It’s an absolutely necessity to keep the top of the sales funnel filled so your closers can focus on closing.

But it sucks.

It’s a way to supplement the slower drip marketing campaigns that generate inbound leads.

But it sucks.

It’s a safe way to gain initial traction when launching a new product.

But it sucks.

It’s an efficient way to qualify prospects and deliver higher-quality leads.

But it sucks.

It doesn’t matter how many positives there might be, cold calling will always be a necessary yet terrible aspect of your marketing and sales process. It sucks because it’s hard to find someone who will make dozens of calls a day while representing your company well. And it’s hard to staff for seasonal demands, not to mention if I do get someone good, they’re valuable enough that they want to move up in the company or find a better opportunity elsewhere. Or the other problem – they’re just not good, but you can’t afford to pay someone more to attract higher talent.

And it just sucks.