Written by – Paul Korzeniowski
Destination CRM 2020
The phone rings. The recipient checks caller ID, sees an unfamiliar number, ignores the call and lets it go to voicemail. This scenario is common for salespeople relying solely on cold calls—repetitive dialing with little result. Reviewing cold calling data and planning your script beforehand can significantly increase your success rate and help you reach the right decision maker.
The rise of illegal robocalls has made cold calling more challenging. Americans received over 4.7 billion robocalls in January alone, a 4 percent increase from December, according to YouMail. That’s 150 million robocalls per day, or 1,771 per second. With this volume, tone and technique are essential to distinguish yourself from spam callers.
In 2019, telemarketers placed between 60 billion and 75 billion robocalls, up from 47 billion in 2018 and 30 billion in 2017. Scams now account for 45.7 percent of robocalls, up from 17.6 percent in 2016, according to Let’s Talk, which analyzed robocall data and Do Not Call Registry complaints. Effective cold calling scripts help sales reps stand out as legitimate, improving the experience for both sides.
Caller ID is now mainly a screening tool. According to Zipwhip, a business text messaging provider, 97 percent of consumers reject or ignore calls from businesses or unknown numbers.
“The percentage of respondents we found ignoring calls—97 percent—was astounding,” says Scott Heimes, chief marketing officer at Zipwhip. “Individuals receive 10 or so robocalls a day, so they are not willing to pick up and answer a call if they do not know who it is.” For sales reps, this highlights the need to build trust early in the conversation to improve the chances of a successful cold call.
Some companies, especially illegal robocallers, use number spoofing to bypass caller ID screening. However, this tactic is facing increasing regulation. Displaying your number accurately increases credibility, especially when you offer real value upfront.
Other channels like email and social media are gaining traction among marketers and sales representatives, leading some to question the future of cold calling. Despite these challenges, cold calling remains essential for many sales organizations. Even with email and social outreach, an effective cold calling strategy is vital for comprehensive lead generation.
“The phone is still a favorite for most sales professionals because of how well it works,” says Matt Heinz, president of Heinz Marketing, a B2B marketing and sales consulting firm. “Companies are growing their inside sales teams and shrinking their field sales teams.” The phone provides immediate feedback on prospect availability and can accelerate your sales process.
Allego, a sales training solutions provider, grew its account development team by assigning junior sales members to set appointments for senior execs. The strategy expanded the team and made cold calling manageable by following clear tips and using consistent scripts that emphasize product value.
Since cold calling is still effective, what steps can companies take to maximize its impact? How can businesses encourage customer engagement when so much is working against them? Here are seven key strategies:
1. LEAVE A MESSAGE AT THE TONE
With many business calls going to voicemail, always leave a message.
People may not answer calls from unknown numbers, but they often listen to at least part of the voicemail later.
“We found that salespeople who leave a message are 35 percent more likely to eventually get a response from the prospect than those who do not,” Heinz says. Leaving a voicemail demonstrates persistence and respect for the prospect’s time. Focus on a strong introduction that communicates your core message.
2. BE EMPATHETIC
Success or failure in prospecting often hinges on the initial exchange. Most prospects have little time to talk, so be concise. “Everyone says, ‘I will only take 15 minutes of your time’,” Heinz notes. “Executives are so busy that they do not have 15 minutes, especially with many salespeople competing for their attention.” You may have only a minute or two, so make an impression quickly.
Aggressive sales reps often lead with reasons their product is better. Instead, focus on the prospect’s pain points. “We apologize for taking up the person’s time and then ask for 90 seconds to explain why they should be interested in us,” says Mark Kosoglow, vice president of sales at Outreach.
Tailor your pitch to your audience and their interests. A front-line contact may care about technical details, while an executive is more interested in business value. Keep the initial discussion high-level and save product specifics for later. Whether it’s your first cold call or a follow-up, empathy helps you connect naturally and may lead to a booked demo.
3. FLIPFLOP COLD CALL DYNAMICS
Many consumers avoid calls because they see them as one-sided. To be effective, cold callers must build connections rather than just seek something from the recipient. Offer something valuable and relevant, such as a white paper or survey results, with no strings attached. This approach opens conversations and builds trust.
Warming up prospects before the call also helps. Find a common connection for an introduction, or follow the business and individual on social media. “LinkedIn is a good use of outreach, as the person has the opportunity to see your profile, understand who you are, and accept you as a connection,” says Brian Young, inside sales manager at Seismic. Social media data can supplement calling data for better-targeted outreach.
4. PRACTICE MAKES PERFECT
Given the limited time prospects give to new contacts, salespeople should know their lead-in before calling. Many companies provide scripts and walk-throughs of call progressions. Practice is essential—not just reciting talking points, but preparing for pushback and follow-up questions.
Role playing is beneficial. Coworkers or friends can act as customers, or employees can record themselves and review their performance.
Every customer is different. Salespeople must be flexible and adapt their approach to fit each prospect. If the person answering is terse, don’t be overly enthusiastic. Meet prospects where they are. Practicing helps you refine tone, maintain a clear script and keep prospects engaged.
5. VARY YOUR PROSPECTING APPROACH
Timing is critical. Vary the times you call, as executives have different schedules. Calling early in the morning or after hours may increase your chances of reaching someone. Trying different time slots maximizes your prospecting and can lead to more leads over time.
A controversial tactic is masking caller ID to appear as a local number. “Third parties sell lists with local numbers,” Kosoglow explains. “The prospect may pick up the phone thinking it could be the local dry cleaners.”
Direct access to prospects is key. “Tools like DiscoverOrg and RingLead are helpful in obtaining contact information within the specific titles your company is targeting,” says Marco Montano, senior manager of inside sales at Seismic. Fresh calling data helps refine your process and connect with decision makers.
Be courteous to executive assistants, who often serve as gatekeepers. “Executive assistants are often very helpful in connecting you with the person you are trying to reach and even have access to their calendars,” Young says. “Even if it’s simply learning his or her name, this could be the difference in them putting you through.” Respecting gatekeepers helps you reach decision makers at the right time.
6. CREATE A WORKFLOW
Move through prospects efficiently. Keep records of calls, times and whether voicemails were left. Tracking contacts provides visibility into performance and helps you adjust your approach.
The initial cold call is just one step in a multichannel process. The goal is to start a dialogue that leads to future engagement. Salespeople have more tools than ever to monitor prospect reactions and should bring structure and discipline to their processes. Look for trigger events that signal sales opportunities. “If someone opens up an email or clicks on a link so many times, you follow up,” Heinz says. Combine calls with social media outreach or strategic email follow-ups to nurture conversations.
Find the right number of contact attempts. “We found that 11 attempts to reach out over 13 business days was the optimal mix for our clients,” Heinz says.
Successful sales reps anticipate hearing no and keep moving forward. They have backup plans and adjust when needed. A workflow helps track lead development and ensures prospects stay engaged until you can schedule a demo or further discussion.
7. AUTOMATE JUDICIOUSLY
While technology enables automation, over-automation can hurt the sales process. Robodialers increase call volume but reduce human connection.
Digital channels can also lead to superficial interactions. “Embracing digital sometimes values volume and compromises quality,” Heinz says. “They take a scorched earth approach to gaining leads.”
Heinz Marketing includes low-volume, high-touch interactions in its plans, such as breakfast meetings with small groups of executives. Though less efficient than bulk emails, these create deeper relationships. When using automation, balance efficiency with meaningful engagement to turn cold calls into lasting client relationships.
These seven rules reinforce the value of cold calling. Technology has expanded outreach options, but phone calls remain important. Email and social media allow mass communication, but a well-structured cold calling strategy—from planning to tone—can drive real business results and strengthen lead generation.
Electronic communication has its limitations. “Some salespeople hide behind email,” says George Donovan, chief revenue officer at Allego. “They fear rejection, getting yelled at, or being told to stop bothering the person.”
“Some individuals are lazy,” Kosoglow adds. “If you give them an excuse to not get on the phone, they will take it.”
That approach is ineffective. “The phone has become underutilized,” Heinz says. “I can get 40 to 50 emails every day, but not one call.” This presents an opportunity for salespeople willing to pick up the phone. While cold calling may seem outdated, it still plays a vital role in successful sales campaigns. By using a thoughtful script, focusing on decision makers’ needs and optimizing your approach, you increase your chances of turning cold calls into successful client engagements.
