When’s the last time you were sitting around, just wishing a sales rep you didn’t know would call, email, or drop by? Can’t remember? Neither can I. Not even the salespeople who make cold calls like receiving them.
There’s plenty of research to support the opinion that cold calling is dead. Buyers know a scripted pitch when they hear it. Over 92% of execs ignore cold call and email meeting requests.
But we all need new business, so the big question is: What are the top sales performers doing to find new prospects?
The secret to B2B sales is calling the right person, at the right time, with the right message. This means contacting key decision makers when their need exists and funds are available with a solution to their unique pain. A key component here is initiating contact at the exact right day and time.
Here’s how to warm up your cold calls for better sales results:
Focus on inbound marketing for lead generation. Social media, blogs, pay-per-click advertising, and SEO are all excellent strategies for attracting prospects when they’re still in the research stage, before a sales rep has gotten involved in their buying process.
Network through social media. Most of your clients and potential customers use social media to gather information and make connections. You should be as well. A big challenge of social media is the number of outlets; you’ll be more effective if you use tools that integrate social media channels. Key point: self-promotional sales pitches work against you online. Use social networks to build your own credibility and build relationships that will convert to sales down the line.
Listen and get involved in discussions. Hang out online where your customers are likely to be. Listen to what they’re saying, and respond with valuable information and commentary. People buy from those they know and trust.
But the best way to build trust is to show your face. When you get up close and personal on video, you’ll build powerful connections with prospects. I’ll be speaking more about this next month at the Sales Strategies for a Social & Mobile World conference in Santa Monica, CA.
As Trish Bertuzzi says, it’s the cold that’s dead—not the calling.
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Thanks to Bridge Group, Inc., InsideView, Sales & Marketing 2.0 Conference, SalesDNA, and ValueSelling for information used in this post.
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Todd, thanks for using one of my favorite lines… It is the cold that’s dead not the calling… still love it!
I completely agree with you that video will become ever more prevalent. Not every conversation needs to be backed up with a visual but certainly early stage and/or critical components of the sales process can be enhanced with face time.
Thanks for the featured quote and keep up the good work!
One of my favorites, too, Trish. Face-to-face = key. The eyes are the window to the sell. Thanks for your insightful comment.
We like this. Cold calling is not effective and hard work, Pareto comes to mind 80% effort for 20% result. Smart target marketing is much more effective and easier!
True—but with right tools / prospecting, you can focus on 20% that matters and get 4x results with 1/4 effort. Thanks for commenting
I totally agree. Thanks Todd, great post
Thanks, Gerhard. Looking forward to Social + Mobile conf. Bring G-Ice.
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[...] same time, these older, seasoned reps come to me to learn about my tactics using social media and video messages to find new business. It really is a great feeling when not only can I benefit from their [...]