The New Rules of Cold Calling

Cold calling isn't dead; it's evolving. Embrace efficiency, prioritize appointments, blend calls with emails, and refine your script for a modern twist on a classic tactic. With the right strategy, cold calling transcends its old-school reputation, proving itself as a vital, dynamic component of B2B sales success.

Increasingly, cold calling seems like an uphill battle. Today’s sales reps constantly ask themselves…

  • Is cold calling worth my time and energy?
  • Will prospects take my calls and be willing to talk?
  • Is cold calling as effective as other channels, like email and social?
  • Does cold calling really still work?

The answer to all of those questions is a resounding “YES!” when you use the New Rules of Cold Calling to guide your approach to setting appointments on the phone:

1. Cold Calling: Dead Or Alive?

The debate around cold calling’s effectiveness continues to polarize opinions. Critics argue it’s outdated, citing the rise of digital communication methods and the low response rates to cold calls as evidence. However, statistics show a different story. Despite only 5% of cold calls being answered, and a mere 1.5% leading to a positive outcome, these figures reflect averages. The most successful sales reps, armed with the right tools and skills, significantly outperform these averages, demonstrating that cold calling can still play a crucial role in sales strategy.

2. Master The Art Of Efficiency

Efficiency in cold calling begins with a targeted approach. A well-crafted list of high-value prospects increases the chances of success while saving time and energy. Developing and following a strategic cadence ensures consistency and repetition, essential for business development success. Incorporating the phone early in your outreach cadence leverages the synchronous nature of cold calls, making them a powerful tool for direct engagement with prospects.

3. Don’t Sell Your Product

A common misstep in cold calling is attempting to sell the product or service on the first call. The primary goal should be setting an appointment, not closing a sale. Focusing on securing a meeting reduces the decision-making burden on the prospect, avoiding common objections and paving the way for a more productive sales funnel.

4. Combine Cold Calling & Email

Integrating cold calling with email and other channels enhances the effectiveness of your outreach. Multi-channel cadences outperform single-channel approaches, with response rates significantly higher when both cold calls and emails are used. This synergy allows for a diversified strategy that meets prospects on their preferred platforms, increasing the likelihood of connection and engagement.

5. Write & Practice Your Script

Crafting and practicing a cold call script is crucial. A script should not confine a sales rep to a rigid structure but serve as a guide for engaging conversations that provide value to the prospect. Practicing scripts, both alone and with peers, builds confidence and helps refine delivery, ensuring that calls are conducted professionally and effectively.

Cold calling, when approached with the right strategies and mindset, remains a valuable tool in the B2B sales arsenal. By focusing on efficiency, prioritizing appointment setting, combining channels, and refining outreach scripts, sales reps can overcome the challenges of cold calling and harness its potential to generate leads and opportunities. As we continue to navigate the evolving landscape of business development, embracing these modern approaches to cold calling will be key to success.