Cold Calling – its a tough business but if you know what you are doing it can be the difference in making or breaking your goals. Cold Calling isn’t like it used to be – where a sales leader or marketing manager hands a list and tells you to make a hundred dials. Today, Cold Calling requires three things to be effective – Targeted Buyers, Tactical Approach, and Tailored Messaging.
Targeted Buyers: Account-Based Selling is white hot right now with sellers seeing an average contract value of 171% greater than their peers. Why, because the people and companies that are the ideal fit for your solution will pay a premium for your products or solutions! We highly recommend taking a census of your customer base to find look alike companies for prospecting. These customers could be geographic, revenue-based, competitive technologies, or in the same industry – but the key is to narrow the list down something manageable. From there, you want to identify all the people who are involved in the decision making process of your solution. If you don’t know who those people are, take a deductive process starting from kick-off to evaluation and name all the titles that are involved in your product. Once you have this process completed – find the titles of your buying committee at the companies that look like your customers. This is your call list! (Shameless disclaimer – we can help you do this)
Tactical Approach: The second step is to use gravity in your solicitation – meaning call the C-suite first and get sponsorship on the way down to the user level. That is so much easier than trying to build a business case from the bottom up – like gravity it easier to run down a hill than climb up it. When calling a C-Level, it is vitally important to call directly. Sellers are 147% more likely to get the C-suite on the phone if they call directly – which stands to reason if you think about gatekeepers and phone trees designed to prevent access. But if you do get the C-level on the phone and they don’t accept your invitation to meet – always ask who within the organization would be a better contact. When you receive that name, you now have permission (in other words sponsorship) to contact that individual – gravity at work!
Tailored Messaging: More times than not you will need to contact your prospects on multiple occasions and in multiple medians. I have always advocated for a 5 X 5 program – which is 5 touches in 5 days with 5 different messages. At RampedUp – we like to rise above the noise of traditional solicitations and to provide hyper-customized messaging. We call these messages Ice Breakers:
- Use Cases – 90 Percent of Buyers want a use-case to help them make a favorable decision
- Triggering Event – referencing a relevant news headline to show you can help them with strategic initiatives
- Competition – all companies are defined by their competitors – reference them in your messaging for differentation
- Installed Technologies – a competitive or complimentary replacement strategy for their installed tech
In summary, cold calling isn’t dead – it just isn’t as easy at is once was. If you are serious about reaching your revenue targets then take a 3 T approach. Laser-target on the companies that look like your best customers. Tactically call directly to the C-level and gain sponsorship for your evaluations. Use hyper-tailor your messages or ice breakers to rise above the noise and show real value.