Ed Ewer Critiques Ineffective Cold Calling Tactics on LinkedIn

In a recent LinkedIn post, Ed Ewer shares a candid account of his experiences with cold calling, highlighting what he perceives as a significant lack of preparation and effectiveness among those employing these outreach methods. Ewer details several frustrating interactions he encountered within a single afternoon, questioning the strategic approach of many sales professionals.

Questioning the Efficacy of Modern Cold Calling

Ewer’s post opens with a direct challenge to the prevalence and quality of cold calls he received, setting a critical tone for his observations. He expresses bewilderment at the volume and, more importantly, the apparent lack of basic research evident in these calls.

“Its 2pm and I’m 15 cold calls deep today already…….

The author points to specific examples that illustrate his frustration. One call involved a representative who, despite having contacted Ewer just days prior, used a similar sales pitch. Ewer notes the caller’s hesitant opening:

“One guy called me again having only called me on friday to sell me the same thing and his opening line was ‘this is a cold call, so feel free to hang up’

This particular interaction, as Ewer describes it, highlights a perceived lack of confidence and a failure to build rapport or offer a compelling reason for the recipient to stay on the line. The caller’s admission that it was a “cold call” and permission to hang up suggests a strategy that is inherently disengaging from the outset, according to Ewer’s analysis.

Lack of Due Diligence and Its Consequences

Further illustrating his point, Ewer recounts another call where the sales representative’s disbelief and subsequent abrupt termination of the conversation underscored a failure to gather even minimal information about the prospect.

“Another called trying to sell me a new series of phone contracts. When i told her the deal we’re on she told me she didnt believe me and hung up

According to Ewer, this type of interaction is not only unprofessional but also counterproductive. He argues that a fundamental step in any sales process, particularly for new business development, should involve thorough planning and research. Ewer suggests that such a lack of diligence is a primary reason for the low success rates often reported in cold outreach.

The most perplexing call for Ewer involved an attempt to discuss a business of which he apparently had no prior knowledge, raising questions about the accuracy of the data being used by the sales team.

“The best one yet, called me asking about one of Sara Duncans businesses as apparently I’m a director (news to me that I’m part owner of Crew & Concierge……)

Ewer concludes his post with a rhetorical question that encapsulates his critique:

“Whatever happened to planning for your new business calls guys? No wonder your success levels are so low”

In Ewer’s view, these anecdotes serve as a stark reminder for sales professionals to invest more time in understanding their prospects and tailoring their approach, rather than relying on generic, ill-prepared cold calls. He implies that a strategic, well-researched approach is essential for any hope of success in modern business development.