In today’s digital age, where inboxes overflow with emails and LinkedIn connection requests often go unnoticed, one sales technique continues to stand the test of time: cold calling. Often underestimated and sometimes even dismissed, cold calling remains a powerful tool in a salesperson’s arsenal.

The Personal Touch

In a world where automated emails and generic LinkedIn reach-outs have become the norm, cold calling offers a personal touch that’s challenging to replicate. When you pick up the phone and have a real conversation with a prospect, you create a genuine connection. It’s a chance to engage in a dialogue, ask questions, and provide immediate answers. This human interaction can be invaluable in building trust and rapport.

Man calling on phone

Emails: The Obligatory Delete

Consider this: How many marketing emails do you receive each day? Chances are, your inbox is flooded with promotional messages, newsletters, and offers. The sad truth is, most of these emails end up in the trash can without ever being opened. In contrast, a well-executed cold call can cut through the digital noise and capture a prospect’s attention.

LinkedIn Reach-Outs: Lost in the Crowd

LinkedIn has become a crowded space for professional networking. While it’s a fantastic platform for making connections and sharing insights, it’s easy for your outreach attempts to get lost in the sea of notifications. Cold calling, on the other hand, allows you to stand out from the crowd. When you call a prospect, you have their undivided attention, and you can make a memorable impression.

Timing Is Everything

One of the advantages of cold calling is the ability to time your calls strategically. With research and preparation, you can identify the best times to reach your prospects when they are more likely to be available and receptive. This level of control over your outreach efforts can be a game-changer.

Overcoming Fear of Calling

It’s very likely that you don’t enjoy ‘cold’ calling, and you may fear rejection or have other reasons for procrastinating. Doesn’t everyone? A practical tip that always worked for me to get started is to make the first call with someone you know! This will get you in the calling flow!

Overcoming Objections

Cold calling forces you to sharpen your objection-handling skills. When a prospect raises concerns or objections, it’s an opportunity to address their doubts and demonstrate your expertise. It’s in these moments that you can turn a hesitant lead into a promising opportunity.

If You Plan it, it is Real

In my experience, cold calling works best when you plan and block your agenda to do it. Good times to call are almost universally Tuesday, Wednesday and Thursday’s between 10:00 and 12:00 in the morning and 14:00 and 16:00 in the afternoon.

Reinventing Cold Calling

The key to successful cold calling in the digital age is to adapt and reinvent the approach. Here are some tips to make your cold calls more effective:

  1. Research: Before picking up the phone, research your prospects, for example, via LinkedIn. Understand their pain points and challenges, and tailor your pitch accordingly. If you have success stories within the same industry, use them to make your cold call warmer.
  2. Script and Practice: It’s useful to have a well-crafted script, but don’t sound robotic; aim for a natural conversation.
  3. Listen Actively: Calls are not just about talking; they’re about listening. Pay attention to what your prospect is saying and respond thoughtfully.
  4. Follow-Up: If a prospect isn’t ready to commit, don’t give up. Follow up with additional information or a tailored offer.
  5. Embrace Technology: Use CRM software to track your cold calls and manage follow-ups efficiently. (Also, check out our blog article about CRM systems)

In conclusion, cold calling may be considered old-school, but its effectiveness should not be underestimated. In a world filled with digital noise, a well-executed cold call can break through the clutter and establish a genuine connection. So, don’t write off this classic sales technique just yet; it might be the missing piece in your sales strategy.

Did you know we have a whole elearning module about this topic? And its available in the free course! Have a look at our course overview here.


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