Another reason is that the web has provided a wealth of information for people. This makes them more unwilling to speak with someone they do not know or do not trust.
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Most traditional sales programs spend a lot of time focusing on the importance of the cold call and making an impression on someone in the first 30 seconds. Companies do not realize how much they invest in the first 30 seconds. Old cold calling techniques which were once successful have completely lost their effectiveness over the years. They just don't work anymore. However, many salespeople are still using them because they are comfortable with them. They continue working from the same ineffective cold calling mindset. The result is they make the same mistakes consistently and have to spend much more time increasing productivity.
People are becoming more comfortable with impersonal forms of communication - like email. Companies should spend more time and money figuring out how to get someone to respond to an email rather than the old labor-intensive cold calling method. When you communicate with someone through email, they still hold the reigns. They have total control in the situation because they can respond or not respond. This is what people want.
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