Why Cold Calling is Not Dead and Should Still Be Used for B2B Sales
“In the past cold calling was very popular for B2B sales. Then, as the Internet and social media became popular sales and marketing channels, cold calling greatly declined. Today many pundits consider cold calling archaic, ineffective, intrusive, and downright offensive. But does cold calling deserve all the negativity it is receiving? Is it really dead? Is it ineffective?”
Some B2B marketing experts are of the opinion that rather than dying, cold calling only stopped being used as the first step in the sales process, and it is now being used as step two. In the past, salespeople focused on getting phone numbers for prospects, and then they would make cold calls to those prospects until the prospects either agreed to meet for an in-person appointment or told the sales person to stop calling them.
Today, in sales it is best to start the sales process by sending a cold email to a prospect requesting an opportunity to talk to them on the phone. When a lead is interested, he will reply to the email and provide a time he prefers to receive the call. The salesperson will then make a call at the scheduled time. This way, the lead will be more responsive, attentive, and courteous since he gave you permission to call him.
This tactic has the aspect of being a top down approach where the salesperson sends the cold email to the major decision maker in the business, and this person will either reply to the cold email, redirect the salesperson to the relevant person who can assist, or simply delete the email. Here, the initial cold email serves as an ice breaker.
If you want to succeed in cold calling, follow these tips:
- Create a targeted list of prospects before you embark on your cold calling campaign
- Answer the question of why should the prospect be interested in what you are selling?
- Understand the objective of the call.
- You need to be great at using the phone
- Combine strategies
If you struggle with cold calling, creating new leads or generating new sales then talk to us
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