Yes, Cold Calling Can Still Work In 2020
I may be biased, since we offer B2B telemarketing telemarketing services, but this article is so accurate. We’re making cold calls during this pandemic and because we have the right list and use a call guide as opposed to a script we are setting appointments!
Despite the numerous digital communications and lead generation channels available today (and the persistent myth that “cold calling is dead”), many sales teams still find the good old-fashioned cold call to be effective. In fact, according to a study from ValueSelling Associates (via Marketing Charts), salespeople cited phone calls as the second most effective way to reach prospects — second only to referrals.
As someone who has worked in sales and built up leads for my business, I’ve found that cold calls can often work better than cold emails because, if the prospect picks up, you’re speaking with a real live person directly — instead of competing for attention with the hundreds of other messages in their inbox. However, you have to do it right if you want to see results.
Here are a few tips for making successful cold sales calls in 2020.
1. Pitch the right prospects (and keep track of them).
Cold call lists are all about quality over quantity. Do your research and choose only contacts who truly need your products or services.
Your list of targets should be organized and segmented (for example, by industry or business size).You should also keep track of who you’ve pitched already, who didn’t answer the phone or call you back, how the call went (if you did have a conversation) and so on. Continuously revisit and adjust your list accordingly. Any modern sales CRM will have a place to log and track call activities with prospects.
2. Remember your first goal: Have a conversation.
Your cold call shouldn’t just be about landing the sale. Rather, aim for having a meaningful and engaging conversation with the person you’re pitching to plant the seeds of a valuable relationship.
Too many cold callers follow their script too strictly and end up sounding more like a robot than a human. While you want to keep your end goal in mind, you don’t want to push the sale so hard that you turn your prospect off.
3. Develop a call schedule that works.
This takes a bit of trial and error. Of course, you’ll want to call during your prospect’s typical business hours and account for midday lunch breaks. However, when you’re first starting out with cold calls, try various times throughout the day to find which timeframes or hours you have the most success with. You may find that early morning or late afternoon is a sweet spot for your prospects. Make a note of this information and try to plan your calls accordingly.
4. Search for a lesson in every rejection.
Cold callers experience rejection — a lot of it. It might take some getting used to, but you’ll eventually develop thick enough skin to move forward without taking every “no” personally.
The good news is there’s a lesson in every rejection and unanswered call. If no one is even answering your calls, this might encourage you to rethink your calling schedule. On the other hand, if your prospects are picking up only to decline your offer, consider asking them for an explanation. Don’t attack or berate them; rather, politely request they share their reason for turning you down (without pushing for a sale). It may unlock valuable information about selling tactics or your value proposition.
Cold calling might seem like an outdated marketing tactic in the digital age, but it can still prove to be successful. With the right strategies and methods in place, you can close deals and generate business just by picking up the phone.