You’ve probably heard that cold calling is dead. It’s been usurped by social selling, content and outbound email as a way of driving business. No self-respecting 2018 startup would stoop as low as to cold call, right?
Wrong. Cold calling is not dead. Many modern household name companies built their business on cold calling. Many are still doing it today. When Travis Kalanick started Uber, he cold-called San Francisco chauffeur firms touting for business. Uber is now a $70+ billion company.
The reason why some say cold calling is dead is that it’s rare to find a business that does it well. When you get B2B cold calling right, it can be a valuable part of your sales operation. Here are 8 reasons why.
1 – Cold calling is simple
What could be easier than picking up the phone and talking? To skilled salespeople, it comes naturally. You don’t need to spend hours crafting an email, or days putting together a piece of content. Just pick up the phone and dial.
Once you’re actually through to the prospect, they can’t ignore you. You will very quickly find out if they are interested or not. It’s immediate. You can’t say that about an email.
2 – It’s the start of a relationship
In an age where so much selling is done over a computer, a phone call gives you an opportunity to make a human connection. Your call is your chance to make a great first impression, build rapport and help your prospect.
3 – You can put out a consistent message
When you do cold calling correctly, you have a tried and tested script which promotes your product the way you want it to. You also have standardised remarks for dealing with objections. When these words are delivered by a knowledgeable, enthusiastic salesperson, you have a chance for success.
4 – Cold calling makes you learn
No other sales or marketing methods gives you the opportunity to learn more than cold calling. During your conversation with your prospect, you can find out the challenges they’re facing. You can find out what other suppliers they’re using and what they think of them. You can find out what they think of your product. You can find out anything you want to know.
The information you gather helps you understand the market. It helps you adapt your product to better serve your prospects’ needs. It helps you get a handle on your competition.
What other sales method can do that?
5 – You can get the edge over your competitors
As we’ve seen, when you do cold calling well, it can be very effective. However, so many businesses aren’t doing it well. That’s why they don’t see success.
Companies are using inaccurate data to compile their lists. Their salespeople aren’t trained well enough to get past gatekeepers, to read a script without sounding like a robot or to ask for a next action. They could even be going into it aiming for the wrong target, looking to sell when the best course of action is a face-to-face meeting.
If you can put more thought into where you find your list data and how your salespeople talk to your prospects, you can win. You can be one of the rare businesses doing B2B cold calling well.
6 – Cold calling is measurable
All cold calling activity is immediately measurable. Software can tell you exactly how many calls your salespeople are making, as well as how many prospects they are speaking to. You can measure how many calls are leading to appointments.
You can listen in on calls to find out which lines are working and which aren’t. You can use recordings to coach your salespeople for future success.
7 – It’s cost-effective
Sure, it doesn’t cost much at all to send an email, but that’s not a conversation. Face-to-face meetings lead to better quality engagement, but you need to pay for travel, lunch, everything else. They also take time. You can’t do 50 meetings a day.
Cold calling gives you the best of both worlds. A conversation where you can build rapport, learn and sell, for the price of a phone call.
8 – You can make your cold calls warmer
Cold calling doesn’t mean phoning up a total stranger. Not anymore.
In fact, there’s no excuse for calling up a prospect without finding out a bit about them first. LinkedIn makes it simple to find out exactly who you’re talking to. You can find out what exactly they do, where they have worked before, even what they look like. You can search for ways you can help them or connections on a more personal level. It’s not stalking. It’s B2B prospecting!
You can also use automated email lists to warm them up, so when you call them, they might already know something about your product.
Cognism Prospector provides email automation that helps you reach your ideal prospects when they’re at their most receptive.
We’ve seen that cold calling is still an effective way to drive B2B sales in 2018. So, what’s stopping you?