Cold calling has a bad rap these days. Inbound marketing and sales experts might tell you not to waste your time— The buyers of today want to research products and investigate solutions on their own time. Cold calling is too interruptive. But the fact of the matter is, cold calling may still be vital to your business, especially if you provide a B2B product or service that requires a high degree of targeting busy executives and forming interpersonal relationships.
Yes, it's true that buyers today are more empowered, and it's harder than it's ever been to grab their attention. Some of the bleakest statistics show that as little as 2% of all cold calls end in advancement conversations with actual decision makers. With such a tight window of opportunity, sales representatives must be equipped to speedily steer the conversation forward, establish a connection of trust and authority with the caller, educate soundly, and clearly articulate the next phase in the buying process to both the lead and the sales team at large. How? We asked a few sales experts and gathered four vital tips to cold calling.