There is a recent trend towards outsourcing your B2B cold calling and telemarketing to companies that specialize in cold calling prospects and setting appointments for you. This article aims to evaluate the pros and cons of outsourced cold calling.

The reasons to outsource your B2B cold calling are numerous; the following are the pros of outsourcing your telemarketing services:

• Your sales reps hate cold calling; they hate the rejection. If they can receive sales leads without cold calling they would love that; it would free up more time for face-to-face meetings which would lead to more closed sales.
• You would spend less money on purchasing lead lists from companies such as InfoUSA and D&B.
• You wouldn’t have to pay a big salary to your sales force to do menial tasks like dialing a telephone.
• Outsourced telemarketing companies normally provide cold calling training to their call center staff. This could include training on how to get passed the receptionist or gatekeeper and through to the actual decision maker. This gives them a competitive advantage.
• Cold calling outsourcing firms can also actually set appointments providing their clients with qualified sales leads.

These are all great reasons to outsource your cold calling to a specialist firm. But, does that actually make it worth it?

My answer to that question is NO. Actually, in most cases my answer is no. What you need to do is calculate your return on equity vis-

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