A recent search on Google for “cold calling” returned more than 33 million hits with titles such as, “Still Cold Calling for B2B Lead Generation?”, “Cold Calling is a Waste of Time”, “Never Cold Call Again” and the old standby, “Cold Calling is Dead”.

 Are the rumors true? Is the old-school method of telephone lead generation really extinct? Critics say: cold calling is obsolete and a waste of time…that it simply doesn’t work…or does it?

There is a good case to be made for personal contact, and there are some smart strategies that can underpin a successful cold call campaign: 

• Target, Target, Target! 
  The marketing “rule of thumb” says that 40% of results are driven by the list; this holds true for cold calling, as well. Are you calling on the right level contact, in the right industry with the right offer?
• Consider Cold Calling as Part of an Integrated Campaign
  Cold calling is often most effective when complemented by email and direct mail. Have you used integrated campaigns for demand generation?
• The Right Offer Based on the Right Understanding
  Are you calling with an offer that is compelling–one that addresses the major challenges that prospect is likely facing? Researching and knowing who you are calling and understanding their business is critical. Consider tapping into a sales intelligence service in order to boost sales effectiveness and cut down on sales rep time spent researching prospects.

Remeber that cold calling offers additional benefits:

• It saves time. By using the telephone in your sales prospecting strategy, you can contact a large number of prospects in a short amount of time. The telephone also cuts down on the cost and time involved with traveling to meet customers and prospects.
•  You can conduct business research. The telephone is one of the easiest ways to research businesses. With one quick call, your lead generation team can collect the most accurate and up-to-date information on the companies you want to call on.
• You can add a personal touch. Unlike an email, a telephone call allows you to deliver your sales message personally and persuasively. Use your personality to get your point across, and use your patience and empathy to answer questions and concerns.
• Companies can get to know you. Even if your prospect isn’t ready to buy, the telephone offers an excellent opportunity to introduce your company. By promoting brand awareness and leaving a positive image, you can plant the seed for future sales.
• You have a direct line to the decision-maker. The telephone gives you the opportunity to find and speak directly to the decision-maker. Remember, if you’re not speaking to the decision-maker, you’re not making the sale. That leads to the question: How to get past the gatekeepers?

Getting past the gatekeepers

There are two types of gatekeepers – individuals who are “chartered” to block or prohibit access to the buyer, and those who are self-designated gatekeepers.

Personally, I love the former and stay far away from the latter.

I use different techniques depending on the type of gatekeeper. For administrators and assistants, it’s important to ask them something very specific, such as referring to a speech or presentation given by the person I’m trying to reach. I also tell them I do NOT know their boss. No point in pretending you do when they know everyone their boss knows! Also, I never ask questions such as, “Who would your boss recommend I speak to…?”  Rather, I ask, “Who do YOU recommend…?” Their referral is often every bit as valuable. 

• Question: What are some techniques that you have used with any type of gatekeepers to solicit their help while achieving your goal of getting “access to power”?

Tags: Cold Calling, Sales Prospecting, Telemarketing