5-Step Cold Calling Framework For Simple, Consistent Wins

Another month's gone by. Despite all the cold emails you've sent, the phone still isn't ringing. And now, you're left scrambling to make your quota. Something's got to change, and you know it. It's a story all too familiar to sales reps. But, unfortunately, the same ol' tactics just aren't working anymore. And though you've avoided the technique for years, it's finally time for… Cold calling. Yes, that dreaded two-word phrase that brings a chill to sales rep spines worldwide. The topic came up in my recent interview with Jason Bay of Blissful Prospecting: “Cold calling and objection handling are usually the two biggest fears that I hear when we work with sales teams and individual reps.”  But cold calling doesn't have to be complicated. It doesn't have to be intimidating. And it doesn't have to leave you feeling like a sleazy, manipulative conman. This guide shows how to make cold calling your go-to method for prospecting. Inside, you'll learn expert cold calling tips, proven cold calling scripts, and a 5-point framework to take all the guesswork (and hassle) out of cold calling. What Is Cold Calling? First and foremost, let's settle on a cold-calling definition. What Is Cold Calling? “Cold calling is the act of reaching out to potential buyers that have not previously interacted with a sales rep.”  Cold calling usually refers to solicitation by phone. But it may also refer to in-person sales visits. What Is Cold Calling NOT? “Cold calling is not reaching out to contacts you met at trade shows. It is not contacting a lead that expressed interest on your website. And it is not following up with a referral that asked you to get in touch. This is what's known as “warm calling.” By its very nature, cold calling has a lower success rate than warm calling. After all, cold calling recipients haven't expressed any prior interest in what you're selling. Those on the other end of warm calls have. It's no wonder why so many sales reps avoid cold calling—it's tough to get a “yes.” In fact, a study from the Harvard Business Review found that 48% of B2B salespeople—nearly half—are afraid of cold calling. So, with all that fear and anxiety baked into this sales technique for many reps, the question is why do it at all? Why Cold Call? Simple. Despite it all, cold calling provides a valuable opportunity to bring in new clients that other sales techniques can't offer. Here's why. * Quick Connection – Hopping on a call is the best way to make an immediate connection and start with a sales pitch. Email is static. Sure, you're delivering your message. But buyers have time to mull it over, make excuses for not responding, and forget about it entirely. When you're on the phone, you have much more direct influence over whether they set up a sales meeting or not. * Develops Sales Cadence – Successful cold calls are an integral step to setting up a strategic and effective sales cadence. The best sales cadences use a variety of outreach methods when contacting prospects. The more mediums you use to stay in contact with the buyer, the more you stay top of mind—boosting your chances of a callback. * Opens the Door to Chatters – Finally, adding cold calling to your sales technique repertoire brings in a swathe of potential buyers. Buyers that may have otherwise been out of reach. HubSpot reports that 57% of C-level b...