Is Cold Calling A Marketing Technique?

The BBC have reported on a Which Magazine survey says that most of us think that Cold Callers Should Be Banned. Ceri Stanaway Which Magazine Telecoms expert says “At best a nuisance and at worst an intimidating intrusion into our lives”. So doesn’t this beg a question. Is Cold Calling a Marketing technique? The answer of course depends on what you mean by ‘marketing’.

If marketing is about understanding and responding to the needs of customers then it seems not. Cold Calling is about the need of the selling organisation to make sales regardless of what the customer wants. No matter how Cold Calling is rationalised by the people who do it Cold Calling isn’t about informing the customer of offers they wouldn’t have found out about, it isn’t about providing a better service, its about wringing every last penny out of the customer in a high pressure win/lose tussle.

The intrusive nature of early evening cold phone calls is deliberate and contrived. It gets people at a time when their psychological defenses are low after a long day. It gets past our psychological defenses because we are ‘at home’ and not in an alert buying mode. And from personal experience with my father companies don’t seem to care that they are trying to brow beat elderly people with complex and irrelevant service offers.

Cold Calling is not a marketing technique because it doesn’t care about the customer. To protect yourself why not use the Telephone Preference Service.

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