As part of our sales management courses, we learn that the reality is that cold calling remains a prominent sales strategy, despite the growing prevalence of digital marketing channels. However, the effectiveness of cold calling is often questioned. According to studies, only 2% of cold calls result in an appointment, and it typically takes 18 calls to connect with a single prospect. Furthermore, 59% of buyers would rather avoid phone conversations altogether. These figures reveal the significant challenges sales teams face when relying solely on cold calling. However, if done right, cold calling is a powerful sales tool. You just need to know how.
Why cold calling still works – when done right
In our sales management course, mastering cold calling remains one of the cornerstones of a successful sales strategy. While it’s true that the phone shouldn’t be the only tool in a salesperson’s arsenal, it plays a vital role in generating high-quality leads. Top salespeople often combine traditional methods like cold calling with email, LinkedIn outreach, and other digital channels. The real secret to success lies in knowing when and how to use these tools together for the best results.
A bad tradesman blames the tools
When cold calling doesn’t work, the problem often lies with the approach, not the tool. It’s easy to blame the method when the salesperson hasn’t perfected their technique. To those who claim cold calling is outdated, perhaps they haven’t fully embraced its potential or refined their skills. The same can be said for those who dismiss cold calling as ineffective – often, the issue is their failure to approach it strategically. The telephone is one of the fastest, most underutilised, and most effective prospecting tools when used correctly. Unlike emails or social media messages, a phone call offers immediate, two-way engagement, which is difficult to achieve through any other medium.
Debunking the myths about cold calling
There are several arguments that frequently arise when discussing the downsides of cold calling in our sales management courses.
- It’s irritating. Yes, cold calling can be irritating, but only when done poorly. The same is true for prospecting emails and LinkedIn messages. A poorly written or ill-timed message will be quickly dismissed. However, when executed properly, cold calling can be a valuable tool for engaging with potential clients.
- It’s outdated. This simply isn’t true. Buyers are still receptive to well-crafted, relevant cold calls. While the landscape of sales has evolved, the core principle of connecting with prospects and offering value remains the same. In fact, many buyers still prefer phone calls for a more personal and direct approach.
- It wastes time. Cold calling can be time-consuming when done incorrectly, but this can be said for any sales method. What wastes more time is when salespeople fail to focus on their prospecting efforts or approach it with the wrong mindset. A structured, targeted approach to cold calling can save time and lead to better results.
- It creates instant rejection. Rejection is part of the sales process, whether it’s over the phone, via email, or in person. And yes, 90% of cold calls may be rejected, but that’s often because they’re poorly executed. The same applies to most prospecting emails or LinkedIn messages.
- Buyers don’t like to receive them. Buyers might not like receiving bad cold calls, but they are open to receiving calls that offer something of value to them. If a salesperson can address the prospect’s pain points or offer a solution to a challenge, a cold call can be welcomed. It’s all about the quality of the conversation.
Mastering cold calling: the key to success
Unless a salesperson has access to an endless stream of hot leads or a network of top-tier referrals, our sales management courses teach us that there is no substitute for mastering telephonic prospecting. No matter how many new tools emerge, the telephone remains one of the fastest ways to build rapport and establish a genuine connection with potential clients. However, to make cold calling a successful strategy, it’s essential to master the art of effective communication as we discuss in our sales management courses. This means being prepared, personalising each call, and focusing on the needs of the prospect rather than pushing a hard sell.
A sales management course will provide you with the right mindset and strategies to turn cold calling into an opportunity rather than a chore. It can help you sharpen your cold calling skills by providing you with the necessary tools to navigate challenges effectively – whether it’s learning how to overcome rejection, build rapport quickly or refine your pitch – to engage prospects with confidence. Get in touch today for more information.