Cold calling has been around for decades. Some business experts have predicted that the cold call would eventually disappear because of all the online options that are currently available when looking for sales leads. But finding potential customers and actually making a connection are two separate things.

Sometimes making a successful connection can only be accomplished through a direct contact. The following are five reasons cold calling still works and why it should be part of every company’s sales strategy.

1. Cuts Through All the Internet and Social Media Noise

The amount of spam many of us receive in our email boxes can be overwhelming. The level of advertising on social media, such as Facebook and Twitter, has been drawing complaints for several years. This means it’s harder than ever to rise above the noise using the internet to reach new customers. Even if your message does get noticed, you’re still quite a ways from making a direct contact. Advisortoday (Edit: the article we linked to here has since been removed) points out that most people won’t buy a product without having some sort of conversation with another person. This is where cold calling really comes into play.

2. There Is Immediate Feedback

When you send snail mail, email or even a twitter message, you may wait hours or days for a response. And, of course, you may never get a response at all. You will always get a direct and immediate response when calling. You’ll know instantly if your effort was worth the time or if you should channel your energies in a different direction. Immediate feedback not only saves your time but a potential customer’s time as well.

3. You Can Customize the Message As You Go

Cold calling normally means reading a script or at least following prescribed guidelines regarding the product or service you’re selling. A good salesperson knows, however, when to deviate from that script. You can’t instantly adjust a message after sending out a mass email or any other type of advertisement. A good salesperson can quickly pick up on what the individual on the other end is saying, how the words are being said, and the overall tone of voice. This makes it easier to customize a message that is tailor-made for that specific individual.

4. It’s a Personal Connection

Talking one on one with another human being creates an immediate and personal connection. As a caller, you can make the connection even more personal if you do your research. According to Entrepreneur, finding common ground with a potential customer, such as sharing the same alma mater or previously living in the same city, will instantly create shared experiences. You can research this type of information before making the call or, if you’re savvy, discover personal tidbits during the conversation. This not only creates a connection but builds instant credibility.

5. Customers Can Research Your Company Right Away

Potential customers will receive immediate information about your company that they can research. Giving the individual information that is relevant and that they can use is one of the best ways to get a person interested and asking for more. Even if the initial call seems to be unsuccessful, if given the right information the individual may become a customer later on.

Cold calling can still work. It simply needs to be approached and managed in the right way to be effective. myphoner is a lead tracking solution that can transform the way you and your company conducts cold calls and handles sales lead management. The software is team-friendly, integrates with over 500 apps, and works on laptops, tablets and mobile phones. You can actually edit a lead while you go, and myphoner provides easy-to-read reports that allow you to manage all necessary information at your fingertips. If you’re interested in perfecting your cold calling system, contact myphoner for more information.