In the beginning there was...cold calling.
Did you know? Cold calling has origins dating back to 1873...Over ten years before Alexander Graham Bell created the telephone!
John Paterson, CEO of The National Cash Register Corporation, created a sales strategy that would go on to be credited as the birth of the cold call. He created a sales system to monitor and train his company's sales reps that involved memorizing scripts, overcoming objections, staying motivated, as well as other aspects of selling.
With the creation of the telephone in the late 19th century, the landscape of cold calling was forever changed. With this communication breakthrough, sales professionals could reach a broader audience more efficiently. Cold calling became synonymous with telemarketing, as businesses adopted the telephone as a primary tool for direct sales communication.
The mid-20th century witnessed a significant surge in telemarketing activities. As telecommunication technology advanced, businesses capitalized on the ability to connect with potential customers over the phone. Telemarketers played a pivotal role in promoting products and services through cold calling, albeit with mixed success and public reception.
Over time, the prevalence of cold calling led to challenges and concerns. Consumers grew wary of unsolicited calls, leading to increased resistance and the rise of "Do Not Call" registries. Governments introduced regulations to address privacy issues and curb unwanted telemarketing calls, shaping the ethical landscape of cold calling.
Thru all the rules and regulations, cold calling is still a top performing marketing strategy used in a variety of industries. What would John Paterson think about what cold call marketing today? If he ever thought that it would stand the test of time.
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