When Cold Calling Works and How to Make it Better
Posted on May 8, 2018 at 12:54 pm
The argument over the value of a B2B cold call and its effectiveness on sales has been going on for many years, even before inbound and content marketing were thrown into the mix.
If the answer to “is cold calling dead” was a definite yes, then it’s safe to assume we wouldn’t be arguing about it anymore and it would have faded away.
The truth is that cold calling has a place in successful sales programs but many people don’t believe it works because they have been on the receiving end of some very bad cold calls – myself included.
3 Blogs That Will Make Your Cold Calls Better
You’ve established that cold calling is right and makes sense for your business needs, now how do you make your calls successful? The following blogs highlight a some of the best lessons I have learned over the years:
Successful cold calling isn’t completely cold. Thoughtful planning in advance will warm up B2B cold calls and make them more effective.
Make sure your list is targeted and that you know your objective before picking up the phone.
How do you guide your call so that you reach a successful outcome? Learn how to engage a prospect in a conversation and create a meaningful and memorable interaction.
This blog offers ways to get to the relevant conversation quickly and includes questions to ask that will get your prospect talking.
How persistent should you be when pursuing a prospect? Do you have a plan in place for leaving a voicemail that won’t be deleted immediately?
This article has practical advice for leaving effective voicemails, as well as compelling statistics about the power of persistency when attempting to connect with a prospect over the phone.
Cold Calling (Done Well) is Very Much Alive
For complex B2B sales, there is no room for bad calls from an inexperienced, scripted caller who is unable to answer questions about the product or business solutions they are selling.
There is, however, a need to build and maintain a relationship with your buyer that carries through a long sales cycle.
The best way to achieve this is with a call from an experienced business executive who can get a conversation started and uncover business pains. Outsourcing to a team of B2B lead generation experts can be a great help with this process.
Cold calls focused on listening to the needs of the prospect, and not just reciting product benefits and features, will never die.