In the modern world of digital sales, cold calling seems like a thing of the past. The plethora of digital communication and lead generation channels available today has thrown cold calling at the bottom of the ‘how to build long-lasting sales relationships’ list.
However, some sellers still believe in the potential of this approach, if applied from the right marketing posture. As Trish Bertuzzi, CEO & Chief Strategist of The Bridge Group Inc. said:
“It is the cold that is dead – not the calling.”
How To Warm Up Your Cold Calls
- Quality over quantity. Always.
Your contact management and segmentation strategies are the pillars of building long-term customer relationships. Poor-quality data is what often ruins the success of cold calling.
The key here is to choose only the prospects that fit the profile and might be interested in your services. Data maintenance is a must—organize and segment your list of targets, and most importantly, revise and refine your data standardization and analytics.
A recent study has shown that more than 62% of companies rely on marketing or prospect data that is 20%-40% incomplete or inaccurate.
- Your cold call should sound like a real conversation.
Landing the sale is your goal, but prior to this is catching your prospect’s attention and building trustful business relationships with them. Pushing too hard for that sale or launching into a pitch too early will probably cause you more damage than gain. Instead, try getting to know your lead, understand their needs, and see how your offering can benefit their business.
- Show you are prepared and people will trust you.
Prioritizing research is often overlooked, although many professionals see it as an important asset. It is one element that can stand at the foundation of building trustful customer relationships and reaching more leads. Know your tools when it comes to company details, growth rates, and performance metrics so that you can efficiently inform your prospects and gain their trust.
Although digital marketing channels are gaining momentum, cold calling can still be a useful component of your sales strategies if you do it right. Actually, 69% of buyers accepted a call from new salespeople in the past 12 months, so the odds are in cold calling’s favor.
How do you think cold calling can influence your outbound marketing strategies?
If you are concerned about the efficiency of cold calls, it might be helpful to learn more about Infotelligent’s “Sales Intelligence” SaaS platform that can enable you to grow your sales faster.
Infotelligent’s mission is to provide accurate and comprehensive information on your target customers. This enables you to reduce your sales cycles, increase your win rates, and enhance your sales.
Are you a CRO, VP of Sales, or a VP of Marketing? Take a look below at how you can identify your target buyers accurately and in real time when they show an intent to buy.
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