How Cold Calling Will Get You Results

Let’s break down cold calling 📞 in the omnichannel approach. Cold Calling was my top channel as a rep, so don't slack on this one!

In today's hyper-digital age, cold calling may seem outdated as connect rates have plummeted. But cold calling is NOT dead. It's just as fruitful as it used to be. You just have to be more strategic with it (so put your torches and pitchforks away).

While the traditional cold call may not yield the same results as it once did, its efficacy can be significantly enhanced when integrated strategically with other communication channels. So, let’s discuss cold calling in the modern sales landscape.

Cold Calling in the Digital Era

Gone are the days when a simple phone call could guarantee a prospect's attention. With the introduction of email, social media, and other digital communication channels, cold calling has become increasingly competitive and challenging. However, despite its declining connect rates, cold calling remains the most important tool in a sales rep’s toolbox as it is excellent for efficient qualification and booking meetings.

Data will tell you it's still one of the top-performing channels, so don't get it twisted. Cold calling works. The key lies in adapting to the changing dynamics of the sales environment and adopting a more strategic approach to cold calling.

Leveraging Cold Calling Effectively

Here's how to leverage cold calling to be more effective and get those wins:

1. Segmentation and Prioritization

Utilize sequencing tools or sales engagement platforms (SEPs) to segment your call tasks based on prospect engagement with previous touchpoints. I like to call this a “PULSE CHECK.” Focus your efforts on prospects who have demonstrated genuine interest by opening emails or clicking on links multiple times. How do you do this? If you use a sequencing tool or SEP, then filter your call tasks down to those who've opened the email at least two times and those who've clicked on a link at least once.

2. Voicemail Automation

Prepare 3-5 pre-recorded voicemails to use as additional touchpoints in your sequence. If a prospect doesn't pick up, these voicemails can serve as valuable follow-ups, increasing your chances of getting a response.

3. The Double-Tap Technique

Do the double-tap strategy by calling prospects back-to-back using the same number. This tactic can create a sense of urgency and importance, potentially prompting prospects to answer your call. They may think it's really important and pick up (cause you are important 😉)

4. Timing is Key

Try calling your list of engaged prospects twice—once in the morning and again in the afternoon using a different number. Varying the timing of your calls can increase your chances of connecting with prospects when they're most receptive.

Cold Calling Openers

The key to a successful cold call lies in the opening pitch. Avoid clichéd questions like, "Did I catch you at a bad time?" Whoever you are calling is most likely busy. Don’t ask if you caught them at a bad time; you and your prospect both already know the answer, so avoid outdated and overused methods. I’ll tell you right now: you won't get the desired results using outdated and overused methods. Instead, strive to be a pattern breaker by seeking upfront agreement from prospects. Here are a few examples of effective cold call openers for different scenarios:

Cold Calling Examples and Scenarios

Scenario 1: Prospect Engagement

Cold Calling Rep: Hey [prospect's name], it's [your name]. I saw you watched the video I emailed about [topic]. Would you mind if I asked what you thought about [specific pain point] and see if it makes sense to chat briefly about ways we can potentially help ramp your new SDRs? Or do you want to fire me now?

Scenario 2: Initial Contact

Cold Calling Rep: Hey, this is [prospect's name], right? [prospect’s name], It's [your name] over at [your company]. This is a cold call, and I know no one loves a call out of the blue, but is it alright if I tell you the reason why I called, and then you tell me if it makes sense to fire me and hang up or to continue the conversation?

Does Cold Calling Like This Work?

You won't believe how much this actually works until you try it enough.

Sales is hard, but it's not hard to be creative and implement small pivots that can lead to better results.

Happy prospecting y'all,

The Software Cowboy 🤠