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How do various levers and brakes influence the effectiveness of cold calling as a cold outreach business development technique?

Scollan, Jarlath Cian
(2024)

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Details

Supervisors
Lejeune, Christophe
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion, à finalité spécialisée
Abstract
The aim of this thesis was to investigate the multifaceted nature and dynamics of cold calling within the context of both business-to-business (B2B) and business-to-consumer (B2C) sales strategies. Through a qualitative analysis of interviews with nine sales professionals across different industries and geographical regions, this study explores the levers and brakes influencing the effectiveness of cold calling. It delves into the strategic integration of sales methodologies and techniques, the significance of skill development and mental aptitude, and the impact of technological advancements like CRM systems and AI on cold calling practices. Additionally, it examines the cultural complexities and legal considerations affecting cold outreach strategies like cold calling. The findings reveal that despite the challenges of high levels of resistance and rejection, cold calling remains a pivotal outreach strategy that is continuously used by sales teams across industries. Cold calling can be optimized and supported by a combination of personalized communication, strategic planning, and technological support. This thesis contributes to the sales and marketing literature by providing a comprehensive analysis of cold calling's evolving role in modern business development, offering insights for enhancing sales strategies and suggesting directions for future research.