Cold calling is reaching out to and contacting the potential customers who you never had any prior relationship to convince them to buy your services or products.
This was the absolutely preferred technique in the past decade and beyond for accelerating new business in B2B marketing. But the question is how effective it now in the digital era with so much amazing marketing techniques?
If you believe cold calling is not right for your B2B business, you are wrong. And you could be restricting your growth potential without investment into a successful outbound process.
Cold calling still works. According to a report, 55% high growth companies still use cold calling for their marketing. The same study also noted the companies who rejected cold calling as an invaluable technique experienced 42% less growth in their sales. This shows how useful and effective the cold calling still is.
What Makes Cold Calling Still Effective?
The nature of cold calling, just like everything else has moved on. It still exists, but it has changed and adapted to remain relevant. If you think cold calling like it was in the past works now, you are also mistaken.
The companies who used cold calling and experienced tremendous growth have evolved the strategy over the years. What they do is to integrate cold calling with modern customer needs.
It is crucial to combine procedures and make use of alternative technology alongside cold calling to maximise the potential.Whether that be the data lists, which can be even more targeted based on your own ideal customer, who are paying the most, the most loyal etc.
Your CRM, the automation surrounding each call, it is time saving and so much more productive. This is how you streamline better results. Another option is throughout each call, it is not the first, second or even third which will succeed. Are you tracking if the business visits your website after the call.
Maybe even see if they have opened your follow up email. Or checked you out on LinkedIn. Here is how we use intelligent ways to achieve a better understanding of interest. Intricate combinations partnered with the old school gift of communication and building relationships with the gatekeeper.
How to integrate the modern consumer needs in cold calling is discussed below.
1. Be Prepared from the Get-Go
You have to be prepared from the beginning if you are using cold calling for your business. Most of the salespeople don’t even have enough information about the company and products before making calls. Be clear about the company goals, what you have to achieve and who you are convincing.
2. Create a List of Prospects
Right information like demographics and other details about the prospects is really important. You should have all the essential information before starting calls. Make sure you are reaching out to the right people.
3. Prepare Sales Script
Cold calling is not about picking the phone and calling random people to convince them. You have to be prepared like what you will say, how to answer the questions from the customers, what to share them and how to make a great impact in the first few seconds of your call.
4. Timing is Important
Companies make mistakes when they choose the time for making calls. For example, you cannot expect to sell coats in summer or hot seasons. Moreover, which time the customers feel fine with calls is also important.
5. Calls with Warm Disposition
The salespersons who make calls should know the art of speaking. Start your calls warmly and make the listener feel you have something important for them. Never make them drop the call in first few seconds.
6. Perfect Response
You should be prepared to sell the consumers why your company is the best and why they should buy your products only. This is where most of the salespersons lack and end up losing customers.
7. Continuous Improvement
Whether successful or not in achieving cold calling results, you should continue to improve your strategies. From talking to speaking and communication to script- everything should get improved over the years. Continuous change is the only possible way to survive in the competitive markets.