Computer Network Support Companies – Does Cold Calling Generate Leads?

Do you need to consistently and cost-effectively generate better leads for your computer network support company? And can cold calling help?

These are two big questions that I got a few months back from Mark Huffman, owner of Creative Business Technologies in Corona, California (USA).

Cold Calling Frustration

“Hi Joshua! Thank you for the reports. I had a quick question. In your opinion, is cold calling a viable method of getting new IT clients? It seems very difficult to get clients through this avenue. I feel it is a waste of my time to cold call via the telephone and door-to-door canvasing. It has yielded very little results. The usual response is, ‘We already have someone or some other IT firm already in place, so we are not interested.’ Also, the other response I get is, ‘Please send some information and we will look it over.’ I do, but when I call them up they say that they have put it on file and may call someday. Well, someday does not work. I appreciate any feedback that you can give me concerning this. Thanks for your time.”

When Cold Calling Can Effectively Generate Leads

Cold calling is no longer a tactic that should be on the lead generation must-do list for most small computer network support companies. The only exception really is if:

a)      There's a pre-existing relationship – For example, you met at a chamber of commerce meeting, attended a seminar together, or he/she was referred by a client. In that case, it's a warm call, not cold. And the “temperature” makes all the difference.

b)      You're already highly-skilled in cold calling – This is something extremely rare among those starting up small IT companies.

I personally don't blog much about cold calling because I've never been a big fan of it for SMB VARs and MSPs that don't have professional sales staff. There are much better and much less expensive ways for most small VARs and MSPs to generate leads.

Some Recommended Lead Generation Approaches and Related Blog Posts

Here’s a list of some recommended blog posts, including a few that aren't quite as anti-cold calling as I personally am:

• Need IT Sales Leads? 10 Ways to Generate More Leads Right Away

• 5 Excuses for Marketing Computer Services to Prospective Clients

• IT Lead Generation Rules for Lead Swapping Circles

• Pump Up IT Lead Generation at Local Trade Shows

• 5 Ways IT Lead Generation Can Increase Profits

• How to Make Your IT Sales Calls More Productive

• Selling IT Solutions? 3 Ways to Get Past Voice Mail and Caller ID

• 6 IT Marketing Strategies that Make Your Business More Widely Known (Video)

So, does it pay for computer network support companies to use cold calling to generate leads? In some circumstances yes, but for the overwhelming majority of small business VARs and MSPs, the answer is no. 

What have you found to be most effective for consistently and cost-effectively generating leads? What would you tell Mark Huffman? Please share your tips, hints, and best practices in the Comments area below. 

And to follow-through on the tips introduced in this short article, be sure to download your free copy of the special report on the Top 10 IT Marketing Strategies For Consistently Attracting New Business Clients to Your Small IT Business. 

Creative Commons Image Source: flickr CRSConnect