wrote a wonderful article entitled, “Why the Best Salespeople Cold Call Like Crazy” in Inc. – It can be found here. My favorite quote is the following, “I read that 90% of C-Levels don’t answer the phone. It’s a survey, it’s wrong. They don’t want to admit that they do. They do! Many CXOs were once sellers and will accept a valiant, pro effort to reach them.”
“The opportunity is vast for the courageous. Be bold! Be a bull breaking fine china! Pick up the phone. Make sure you have the data you need to directly dial.” This last part is particularly true. A recent study from Funnel Clarity found that a seller is 147% more likely to have conversation with a VP by calling that person directly.
Gordon goes on to state, “Call prospects that scare you. Call the people that make the decision first. Don’t over think it but ensure you have the right narrative by leading with why the conversation matters. Don’t research all day. I couldn’t agree with the last part more – the old paralysis by analyses syndrome. I wrote this blog about limiting your research to 3 minutes before you call a prospect.
The math is eye opening. By committing to a calling campaign and adding direct dials to you will net results quickly. A study from TOPO found the average connect rate for a seller is 18:1 – or 18 dials to connect with 1 decision maker in the course of an hour. The average Time to Dial is 80 seconds for a switchboard vs. 45 seconds to call them directly. So the math here is quite simple – having direct dial phone numbers save the average seller 15 minutes per hour.
Imagine giving your sellers 25% of their calling hours back to them. Also, imagine the phone fatigue a seller experiences when they have to navigate a phone tree to “hopefully” find their prospect. If you haven;t picked up the phone in a while you should try it – it isn’t fun.