The Cold Calling Hard Truth about Successful Salespeople

January 8, 2023

The Cold Hard Truth about Cold Calling" is controversial in sales and marketing. Some people swear by it as an effective way to reach new prospects and close deals, while others see it as a dying art form that no longer works in today's digital age...

BTW I think it's still a great way to make friends.

But what is cold calling? Simply put, it's reaching out to potential customers without prior interest in your business by phone. It's essentially a numbers game - the more people you call, the more chances you have of making a connection and potentially closing a sale.

BTW... sorry for the cold puns just trying too hard, and it's late when I'm writing this. UGH...

In this article:

  • What is cold calling?
  • The importance of cold calling in B2B sales
  • The challenges of cold calling

Problem Statement:

  • low conversion rates in cold calling
  • finding qualified leads
  • keeping the sales team motivated and engaged

Case Studies:

  • Case Study 1:
  • Case Study 2:

Best Practices for Cold Calling:

  • Identifying and targeting the right prospects
  • Crafting an effective cold call script
  • Building rapport and overcoming objections
  • Tips for tracking and measuring success

...and finally:

  • Recap of key points
  • The benefits of implementing a successful cold calling strategy
  • How to get started with cold calling for your business

But let's be real - cold calling can be tough. It takes a lot of courage to pick up the phone and try to sell something to a stranger. And with so many businesses competing for customers' attention, it can be hard to stand out and get your message across.

That's where cold calling best practices come in. Following key strategies and techniques can increase your chances of success and make the most of your cold-calling efforts.

The Cold Shoulder: Why Salespeople Dread Cold Calling

Ask any salesperson about their least favorite part of the job, and chances are they'll mention cold calling. It's the task everyone loves to hate - dialing up a stranger and trying to sell them something can be intimidating, frustrating, and downright soul-sucking.

So why do salespeople hate cold calling so much? Here are a few common reasons:

  1. Rejection: Let's face it - getting rejected on a cold call can be a huge blow to your ego. It's hard not to take it personally when someone hangs up on you or tells you "not interested." (See The Top 10 Most Common Sales Objections and How to Overcome Them article)
  2. Time-consuming: Cold calling takes time, effort, and discipline. It can be especially frustrating when you spend hours on the phone and come away with no leads or conversions.
  3. Lack of personal connection: Cold calling can feel impersonal and transactional. It's hard to build rapport and create a genuine connection with someone when you're just reading from a script.
  4. Difficulty finding qualified leads: It can be tough to find good leads to call, especially if you're working in a niche market or targeting a specific type of customer.

But despite these challenges, cold calling is still an important part of the sales process for many businesses.

The Cold Truth about Successful Salespeople

Contrary to popular belief, cold calling is not dead. On the contrary, some of the most successful salespeople attribute a significant portion of their success to cold calling.

But how is this possible in a world where people are bombarded with daily marketing messages and spam calls? It all comes down to strategy and execution.

Successful salespeople approach cold calling with a clear plan and a specific goal. They don't just dial random numbers and hope for the best - they carefully research and target their prospects and use proven techniques and scripts to engage and persuade.

They also understand that cold calling is a numbers game. It's not about getting a sale on the first call - it's about building a pipeline of leads and nurturing them over time.

Successful salespeople know they have to make many calls to find a few good opportunities, and they don't get discouraged by rejection.

So if you're a salesperson who's hesitant to try cold calling, take heart - it can be an effective way to grow your business and achieve success.

The Chilly Reality: Common Problems with Cold Calling

Cold calling can be challenging for many salespeople. But what exactly are the problems that they face?

One common issue is low conversion rates.

It's not uncommon for salespeople to spend hours on the phone and only close a few deals. This can be frustrating and disheartening, leading to burnout and low morale.

Another problem is finding qualified leads.

It's one thing to have a list of potential customers to call. Still, it's another thing to find those interested in what you're selling and have the budget to purchase. This can be a time-consuming and hit-or-miss process.

Finally, there's the problem of keeping sales teams motivated and engaged. Cold calling can be monotonous and repetitive, and it's easy for salespeople to lose energy and enthusiasm. This can lead to poor performance and high turnover.

....STOP thinking that you are cold calling to sell something the prospect did not ask for, and START telling yourself that you are helping someone with a problem that the prospect did not know could be solved...

A Breath of Cold Air: Real-Life Case Studies of Cold Calling Challenges and Solutions

I discussed some common problems that sales teams face regarding cold calling. But how do these issues play out in real life?

I'll look at two case studies of businesses that struggled with cold calling and implemented successful solutions to overcome their challenges.

Case Study 1:

Company Situation

This company was a B2B computer services business looking to grow its topline revenue. However, they had a small sales team struggling with low conversion rates and motivation. The sales manager knew they needed to make more cold calls but had trouble finding qualified leads and keeping the team engaged.

What was the problem?

The main problem was a lack of a clear strategy and tools for cold calling. In addition, the sales team was using outdated scripts and techniques, and they didn't have a system for tracking and measuring their progress.

What solution did we implement?

We worked with the sales manager to develop a new cold-calling strategy that included targeted prospecting, personalized scripts, and a CRM system for tracking and analyzing results. We also provided training and coaching to the sales team to help them build confidence and improve their skills.

What was the outcome?

The new cold-calling strategy significantly impacted the company's topline revenue growth. The sales team was able to close more deals and build a stronger pipeline of leads. They were also more motivated and engaged, which led to higher retention rates.

Case Study 2:

Company Situation

This company was a B2B software provider struggling to find qualified leads. They had a small sales team making cold calls. Still, they struggled to get through to decision-makers and convert leads into customers.

What was the problem?

The main problem was a lack of targeted prospects. Instead, the company was using a broad, generic list of potential customers that wasn't yielding many results.

What solution did I implement?

I worked with the sales team to identify specific target markets and create a list of qualified leads. I also provided training on crafting personalized scripts and building rapport with prospects.

What was the outcome?

The targeted prospecting strategy dramatically impacted the company's sales results. The sales team made more productive cold calls and closed a higher percentage of deals. They also built stronger customer relationships, which increased retention and referrals.

"The Heat is On: Best Practices for Cold Calling Success"

Real-life examples of businesses that faced challenges with cold calling and implemented successful solutions. Key best practices to help you succeed with cold calling in your business.

Identify and target the right prospects.

The first step in any cold-calling campaign is identifying and targeting the right prospects. This means finding customers who are likely interested in your product or service and have the budget to purchase.

To do this, you'll need to research and gather as much information as possible about your target market. This includes demographics, needs, pain points, and purchasing habits. Then, you can use tools like LinkedIn, social media, and industry databases to find and qualify leads.

Craft an effective cold call script

A well-written cold call script can be a powerful tool for engaging and persuading prospects. However, it should be personalized, concise, and clear and focus on your product's or service's benefits.

Your script should also include a strong opening that captures the prospect's attention and a clear call to action that tells them what you want them to do next. Then, practice your script and tailor it to different types of prospects to maximize its effectiveness.

Build rapport and overcome objections

Building rapport with prospects is key to cold-calling success. This means finding common ground and connecting with the person on the other end of the line.

To do this, you'll need to be a good listener and ask open-ended questions to gather information and understand the prospect's needs. You should also be prepared to handle objections and address the prospect's concerns.

Track and measure success

Finally, tracking and measuring your cold-calling results is important to see what's working and what's not. This will help you refine your strategy and optimize your efforts.

Use a CRM system or other tracking tool to record key data points such as the number of calls made, the conversion rate, and the value of deals closed. Then, analyze this data regularly to identify trends and opportunities for improvement.

These best practices can set you up for success with cold calling and grow your business.

I will recap the key points we've covered here and discuss how to get started with cold calling for your business.

First and foremost, it's important to have a clear plan and goal in mind. Next, determine what you want to achieve with your cold-calling efforts and how you'll measure success.

Identify and target the right prospects. First, research and gather as much information as possible about your target market. Then, use tools like LinkedIn, social media, and industry databases to find and qualify leads.

Craft an effective cold call script that is personalized, concise, and clear. Focus on the benefits of your product or service and include a strong opening and a clear call to action.

Build rapport and overcome objections by being a good listener and asking open-ended questions. Be prepared to handle objections and address any concerns the prospect may have.

Finally, track and measure your results to see what's working and what's not. Use a CRM system or other tracking tool to record key data points such as the number of calls made, the conversion rate, and the value of deals closed. Analyze this data regularly to identify trends and opportunities for improvement.

These best practices can set you up for success with cold calling and grow your business. Don't be afraid to experiment and try new things - the more you practice and learn, the better you'll become at cold calling.

We hope you've found this article helpful and informative. If you have any questions or need further guidance on cold calling, don't hesitate to reach out to us. Good luck, and happy calling! And give me a call.

FAQ

Q: What is an example of cold calling?

A: An example of cold calling would be calling a potential customer who has not expressed any prior interest in your business and trying to sell them a product or service.

Q: What is a cold calling method?

A: A cold calling method is a specific approach or strategy that salespeople use to reach out to potential customers by phone. Some common methods include targeted prospecting, personalized scripts, and building rapport.

Q: Is cold calling a good skill?

A: Cold calling can be a valuable skill for salespeople, as it allows them to reach out to new prospects and potentially close deals. However, using best practices and being respectful and professional when making cold calls is important.

Q: Is cold calling a hard job?

A: Cold calling can be a challenging task, as it requires a lot of time, effort, and persistence. It can be tough to get through to decision-makers and convince them to take action. It's not uncommon to face rejection and objections. However, with the right attitude and approach, cold calling can also be rewarding and help grow a business.

Q: What is the best cold calling strategy?

A: The best cold-calling strategy will depend on your specific business and target market. Some key elements include identifying and targeting the right prospects, crafting an effective cold call script, building rapport and overcoming objections, and tracking and measuring your results.

Q: How do you start cold calling?

A: To start cold calling, you'll need to research and gather as much information as possible about your target market. This includes demographics, needs, pain points, and purchasing habits. You'll also need to develop a clear plan and goal and craft an effective cold call script. Once you have these elements in place, you can start making calls and building your pipeline of leads.

Q: What should you not do in cold calling?

A: There are a few things you should avoid when making cold calls:

  1. Don't sound scripted or robotic. Personalize your call and speak naturally to build rapport and authenticity.
  2. Don't be pushy or aggressive. Be respectful and professional, and respect the prospect's decision if they are not interested.
  3. Don't waste the prospect's time. Keep your call concise and to the point, and make sure you have a clear value proposition and call to action.
  4. Don't ignore objections or concerns. Address them directly and try to find a solution or offer additional information that may be helpful.

Q: What is cold calling vs warm calling?

A: Cold calling refers to reaching out to potential customers with no prior interest in your business. On the other hand, warm calling refers to reaching out to prospects who have shown interest or engagement with your business. Warm calls are typically easier and more successful, as the prospect is already familiar with your brand and may be more receptive to your pitch.

Q: Why am I afraid to make cold calls?

A: It's natural to feel nervous or intimidated when making cold calls, especially if you're new to the task. Some common fears include rejection, awkwardness or unpreparedness, and wasting the prospect's time. However, it's important to remember that cold calling is a skill that can be developed with practice and the right approach. Don't be afraid to try new things and learn from your mistakes - the more you practice, the more confident and comfortable you'll become.

Not Getting Enough Clients?
Not Closing Enough Deals?

Get a free review of your companies Sales and Marketing  from our team of Revenue growth experts, worth $2,597

Oh, did we say it was FREE?

Request My Free Review
Marco Giunta Marketing Sales consultant and CEO CRO CCO

About the Author
Marco Giunta had an interesting journey to digital B2B marketing sales. He began with a C64, and Founded several startups where he focused on projects around top_line revenue growth and helping companies succeed...

see Marco Giunta's resume

Get Weekly Sales/Marketing Tips

We’ll only ever send you marketing tips, as per our policies
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Contact Marco Giunta

I f you have a project or question that you would like to discuss please do not hesitate to reach out to me.

Fields marked with an asterisk (*) are required.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.