“I hate to be the one to tell you this, Baron, but your torture victim appears to be having a wonderful time.” 

— Technician, the Vorkosigan Saga

Cold-calling is as effective for getting leads as cotton candy condoms are for preventing STDs.

Now, some people might get off at the thought of a weird, ineffective tactic that will do nothing but hurt them.

You might have one of these people in your SaaS company right now.

Introducing the SaaS Sales Sadomasochist.

You can find this kinky creature amongst several sales managers with their minds still stuck in the 1980s or 1990s who say cold calling is an effective tactic.

Oftentimes, they know it’s ineffective but it’s just a way for them to keep their sales development representatives busy.

If you’re a SaaS founder, why put yourself or your salespeople through the awkwardness, social anxiety, constant rejection, and low success rate of cold calling ?

I’m not saying cold-calling never works. I’m saying cold calling, for most SaaS businesses, is a wasteful lead gen process.

Cold emailing or messaging might be a little bit better due to the lack of social anxiety but the wastefulness is still there.

To make matters worse, sales reps led  by a Sales Sadomasochist just want to hit their quota and forget about what’s best for the customer

The Sales Sadomasochist might find pain to be an ecstatic experience…

But it does little to help boost your revenue.

Look, consumer behavior has evolved.

It’s evolved to a point that having a Sales Sadomasochist in any kind of leadership role is a liability.

Here’s why–A recent report by G2 on software buyers provides some interesting insights.

One of these insights is a statistic that’s so painful to a Sales Sadomasochist, he can’t help but cry in his leather gimp outfit:

67% of buyers are reaching out to sales reps for the first time only AFTER they made their buying decision.

Apparently this trend is rather clear in small companies and mid-market purchasers

The software buying cycle continues to get shorter, with 55% of customers taking less than 3 months to make buying decisions for $20,000 or more.

So if you needed another reason to make your advertising as agile as possible, there it is

P.S. My book shows business owners and entrepreneurs the exact steps for using creativity to make lots of money. It costs around $30 everywhere else, but if you join my daily email list by clicking the link below, you can have a digital copy for free.  

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