Does targeted cold calling still have its place in modern sales?

[Aurelius]

I wouldn't say cold calling is easy, I think you have to have a knack of talking to people in the right way and have experience of soft selling to be good at it.

Think of all the dodgy telesales calls you get, where the CSA is working from a script, is wooden in their delivery, selling PPE or "I understand you have been in a car accident within the last 3 years". They're absolutely terrible but the reason you keep getting these calls is because a certain percentage of people still give them business.

If they can do it and be very bad at it then a person starting out in business just sat on the phone chatting to people can do it too.

 

[MBE2017]

I would be interested to know everyone's thoughts about whether cold calling is still part of a salesprocess and if not what sales method you have found to better

Reading a thread, taking in replies either written or verbal all help in selling well. From your question, you need a lot of help.

 

[Paul FilmMaker]

How do the vast majority of B2B companies generate leads? Cold calling number one, email marketing number 2. I did a video on something else (sorry, sorry, sorry, it's a bit spammy of me to stick a vid on here) but if you want to skip it all, the relevant data's at 2.11 - https://www.youtube.com/watch?v=WLifa2M-Rt4&t=2. It's a survey of 3,000 B2B businesses and how their salespeople generate leads and cold calling is definitely number one for salespeople.

I'm in the video business so videos embedded in emails increase open rates. It just means open rates increase by 19% and then when prospects look at the marketing, they are more interested than not using vid. But what do you have to do after this? Well, pick up a phone.

So it's cold or warm calling and it very definitely has a place.

 

[AllUpHere]

Of course cold calling still has it's place. How else are people with no idea about marketing going to sell anything?

 

[antropy]

Think of all the dodgy telesales calls you get, where the CSA is working from a script, is wooden in their delivery, selling PPE or "I understand you have been in a car accident within the last 3 years". They're absolutely terrible but the reason you keep getting these calls is because a certain percentage of people still give them business.

If they can do it and be very bad at it then a person starting out in business just sat on the phone chatting to people can do it too.

At the end of the day it is all about having the balls (not sure if I can say that on here but oh well) of picking up the phone and being personable to whoever answers the phone. But yes I agree that you get some dreadful sales people who call company after company and clearly them/ company some success in order to continue the calling. Alex

 

[DigitalSheppard]

It's quite common to read articles online saying X strategy is dead or tactic Y doesn't work anymore.

However, virtually anything can still work these days. It just requires an alternative way of doing it or a process rethink. Providing you've got the data to prove that this tactic still works, then it is still valid.

Consequently, try targeted cold calling, gather conversion rates, and determine if this system gives a good ROI compared with other tactics. The data might also show that, in some industries, targeted cold calling works better than others.

 

[antropy]

It's quite common to read articles online saying X strategy is dead or tactic Y doesn't work anymore.

People just like to discredit anything that seems outdated but as I have highlighted before a mixture of targeted cold calling, email campaigns, social media and marketing engagement and a good SEO campaign; you are in a good place to cover the market. Alex

 

[Paul FilmMaker]

It's quite common to read articles online saying X strategy is dead or tactic Y doesn't work anymore.

However, virtually anything can still work these days. It just requires an alternative way of doing it or a process rethink. Providing you've got the data to prove that this tactic still works, then it is still valid.

Consequently, try targeted cold calling, gather conversion rates, and determine if this system gives a good ROI compared with other tactics. The data might also show that, in some industries, targeted cold calling works better than others.

And all the data agrees with you! Statistically, cold calling is the strongest way of generating leads. Secondly, it's email marketing.

The two, most denigrated methods generate the most leads! (The data is in the vid link I posted above. If you skip most of the blah blah and go to 2.11, there's a table there based on 3,000 B2B businesses of varying sizes).

 

[antropy]

And all the data agrees with you! Statistically, cold calling is the strongest way of generating leads. Secondly, it's email marketing.

The two, most denigrated methods generate the most leads! (The data is in the vid link I posted above. If you skip most of the blah blah and go to 2.11, there's a table there based on 3,000 B2B businesses of varying sizes).

Insightful video, thanks for sharing. Alex

 

[TheoNe]

I believe that cold calling is still effective today - if it is done correctly. A well planned, directed and well resourced campaign can still produce the goods.

 

[Paulo1Chop]

I'm not sure that with the data analysis tools available now that cold calling should even exist anymore. To me it shows a distinct lack of professional courtesy and willing

 

[Deleted member 59730]

I really struggle with making effective sales calls.
I’m not a natural salesman.

Me too but I find it is the best way to gain clients and make sales.

My biggest regular client came from a cold call in which he told me to go away and stop wasting his time. I managed to keep him on the phone while I convinced him to let me see him. Well over £1.5 million in sales later........

 

[Paulo1Chop]

Is it possible to complete the sales journey without picking up the phone though?

 

[Aurelius]

Depends on the industry. Either way you have to put your company in front of someone in some way to makes sales.

 

[Gordon - Commercial Finance]

Is it possible to complete the sales journey without picking up the phone though?

Yes, but conversely in some fields it’s not possible to complete the “sales journey” without picking up the phone.

 

[MBE2017]

Every method, old and new work if done correctly. Only a fool would believe cold calling doesn’t work.

 

[antropy]

Yes, but conversely in some fields it’s not possible to complete the “sales journey” without picking up the phone.

And it really depends on the customer or client you are dealing with. Some people want to pick up the phone and others prefer everything to be email based. Alex

 

[antropy]

I'm not sure that with the data analysis tools available now that cold calling should even exist anymore. To me it shows a distinct lack of professional courtesy and willing

I think it shows a great amount of willing, anyone prepared to further your business by targeting companies or people you know you can help shows a lot of 'willing'. With regards to the 'lack of courtesy', if you are polite and to the point then you are most certainly being courteous. So have to agree to disagree. Alex

 

[Frimley111R]

if someone said to me "Tomorrow I want 5 new sales leads out of you" what would you do? Can you think of anything quicker than TM?

 

[billybob99]

what would you do?

Get another job.

 

[Strent12]

Yes it does.

Best way to cut out duds quickly and if you know who you need to speak to, have the script and prep work done nothing beats it for establishing yourself with them. Even if it doesn't lead to a sale you're on their radar for when they're at that stage in their buying calendar to actually make a purchase.

A lot of people rag on it partly due to being uncomfortable with doing cold calls in the first place. It's awkward and there's a big learning curve before you become comfortable with it.

 

[antropy]

Yes it does.

Best way to cut out duds quickly and if you know who you need to speak to, have the script and prep work done nothing beats it for establishing yourself with them. Even if it doesn't lead to a sale you're on their radar for when they're at that stage in their buying calendar to actually make a purchase.

A lot of people rag on it partly due to being uncomfortable with doing cold calls in the first place. It's awkward and there's a big learning curve before you become comfortable with it.

I have to emphasise the 'targeted' part of this post. Not just random cold calling hut people you have specifically targeted as you know you can help them. Alex

 

[Karol B]

Yes, cold calling is still in practice and cost millions of companies. Hopefully, someone would ban these practices in the future.

 

[Gordon - Commercial Finance]

Yes, cold calling is still in practice and cost millions of companies. Hopefully, someone would ban these practices in the future.

Let’s hope not or thousands of business will go under.

 

[antropy]

Let’s hope not or thousands of business will go under.

I agree it is still one of the sales pillars that are still very effective if used correctly. I think the person commenting has maybe had a bad experience or 2 with a cold caller? Alex

 

[Nick Garnett]

Well targeted and addressed cold-calling is highly effective - and the more people move to electronic communication, the more effective it will become.

I absolutely agree, well-researched communication by telephone can be very productive. But calling strangers with nothing to talk about is a waste of time.

 

[Nick Garnett]

I absolutely agree, well-researched communication by telephone can be very productive. But calling strangers with nothing to talk about is a waste of time. Know someone's name, know when they're likely to be free in the office (between 9/9.15) is usually good, and have something to talk about. There are lot's tricks to get past the secretary as well

 

[RonyKing]

If i may weigh in, if you will cold call a "complete" stranger, you must have some maybe shopping/browsing history of that person at hand.
Afterall Google, and Facebook are using this "retargeting" tactics on us, simply by tracking our browsing and usage history.

What make cold calling annoying is the random uninteresting calls without having an adequate know of the person you are calling.

As a lead/data sourcing person,my emphasis has always be on getting a "complete" leads whether sales/shopping or complete information leads and so selling that to our cold callers. they have a base to establish on.
Establish some form of relationship, growing the confidence, and afterwards pitch offer/services to them. Tat way there are more chances of getting sales than ever.

 

[antropy]

What make cold calling annoying is the random uninteresting calls without having an adequate know of the person you are calling.

The random insurance or spammy type calls are very different. As highlighted before if you have a purpose and know you can help them, then the chance of success doubles. If you are a telemarker just phoning random people then of course you are going to get annoyed (like most people we have these types if calls coming into us and they are very annoying).

 

[RonyKing]

The random insurance or spammy type calls are very different. As highlighted before if you have a purpose and know you can help them, then the chance of success doubles. If you are a telemarker just phoning random people then of course you are going to get annoyed (like most people we have these types if calls coming into us and they are very annoying).

I do get your point, and im on same page.
reason i often say its better to get quality data/leads, targeted and with full info so the caller know what he/she is saying.

For instance we source quality leads for call centers or telemarketer to engage with. We often ensure its more of quality also.

 

[antropy]

We often ensure its more of quality also.

Always quality versus quantity.

 

[Chris Ashdown]

Find out prior to the call if what you are selling would benefit the company

Find out the name of Who should you talk to in the company

When you ring up , in the first 30 seconds explain who you are and what you feel your company solution can do for them, no bullshit, then ask if you may send them some detailed information by either email or letter

Nothing else, no follow up phone calls etc if they are interested they will contact you

 

[Rochus H]

What is "cold" calling, anyway?

If you put it this way, then you will sound needy/pushy.

However, if you're calling as a businessman to another businessman or a person to person, trying to find out if you have common grounds, it will be just a regular call instead of "cold" one. And it will sound whole different.

I mean, can you do business with any random person from street? Probably, not. That's why during the call you will try to find out if your service or product is, first of all, suitable for the person. What is the person/business focusing on? What problems do they have and try to solve nowadays? Believe me, people enjoy speaking about themselves and their problems. Just be curiuos about them and don't start presenting your product right away.

If your service/product doesn't solve their problems, you can even finish the call without offering anything. If it does, you might actually improve someone's life. And you both will feel good either way. That's what my experience tells.

P.S. we once had a project in Japan, trying to find partners for our customer. Most of people told us that cold calling doesn't work in Japan AT ALL - different business culture etc. What do you think? Japanese were the most open minded to cold calls I've experienced before.

 

[antropy]

it will be just a regular call instead of "cold" one

I agree that it should just be known as a regular call but the nicer and more precise you are then it turns into a warm call. Targeted B2B (as you said not just calling random people) should just be 2 people talking to each other about how you can help there business.

Interesting to hear about Japan being so open-minded about cold calling.