If It's Not Working...

I recently spoke to a company who engaged a telemarketing agency to make cold calls for them and secure sales meetings.

The company made 2500 calls.

They secured 14 meetings.

Even though that sounds terrible, it's not so bad in this day and age. Their success rate was 0.56%, and for getting from a cold contact to a meeting, that's not bad going. Statistically. For the sales industry.

The agency would argue that from those 14 calls, the client could maybe win 5 actual sales deals, which more than pays for the cost of the project.

But what about those 2,486 calls that didn't result in a meeting?

Counter-productive?