4 Things To Do Instead of Cold Calling Your Prospect
Put down the phone and pick up these four great sales tips to increase conversions.
May 8, 2016
Not long ago, our eBook took down the cold call once and for all. It was a popular, but nevertheless controversial moment in the history of sales. But it wouldn’t be right to tell hardworking sales professionals to stop cold calling without offering actionable alternatives.
You may be familiar with these tactics, but if you’re still aching to pick up the phone, here’s a quick list of four things you can do instead.
1. Do Some Research
This is huge. The reason cold calling has become passé is that it’s contacting someone you don’t know anything about and trying to sell them something they may or may not need. It’s not that it never works, but even if you get lucky, you’re skipping a critical step.
Use the tools at your disposal to do (at the minimum) some quick research to warm up the conversation. You want to know enough about your prospect to be able to show your offer has value.
2. Make Connections
We can’t say it enough, and here’s a stat to remind you: according to research by Vorsight, contacting someone when you have a second-degree connection increases conversion rates from 32% to 50%.
Thanks to social selling tools, it’s quick and easy to find out who you know in common with your prospect. Selling is an inherently social act; don’t be afraid to ask for an introduction and to return the favor by doing the same for your teammates and colleagues.
3. Become a Groupie
Now this one is specific to LinkedIn, but it can certainly apply elsewhere. Join groups and engage in a dialogue. Find like-minded people and become a valued contributor to the conversation.
Offer advice and ask pertinent questions to develop your online presence. This principal can be applied to other online spaces where your prospects bring their pressing business concerns into the public space.
4. Think Like a Marketer
Spend the time you would normally be pushing through a long list of cold calls to work on a reusable presentation or piece of content to send to your prospects. Marketers may have the creative, but you’re on the front line of understanding the needs of your clients and potential clients. There are tons of free tools that enable sales professionals to easily create presentations to send to a specific client or be repurposed and improved on in the future.
Even cold call die-hards have to admit the merits of warming up the conversation before picking up the phone. The more you can create a comfortable, organic conversation, the more successful you will be. It’s been proven time and time again—and now you have social selling tools at your disposal that make it easier than ever.
For more about how to use these social selling tools at every stage in the buyer journey, check out our eBook.