Cold calling has been a part of the sales process for years, but many teams still struggle with finding the right approach. We wanted to share an overview of cold calling process and give you a workable template to help your team improve its cold calling skills today.
What is cold calling?
The term cold calling has certainly been around for a while, but sometimes determining what a cold call is can be confusing.
Let’s start with the basics…
Cold calling is a sales technique where an agent reaches out to potential customers who have had no prior interactions with that agent. That means that these “cold” leads have not previously expressed an interest in a company’s products or services.
As a result, cold sales call is different from a “warm” call, in which the sales lead has already expressed an interest.
How effective is cold calling?
There are a plethora of opinions out there on if cold calling is still a viable sales technique in 2021. Lasting an average of 80 seconds, how valuable can a cold call be?
Let’s take a look at some of these cold call sales statistics. They may surprise you!
- According to RAIN Group, 69% of buyers report that they accepted one or more cold calls.
- Cold calling success rates are around 2.5% according to the Kenan-Flagler Business School.
- The Bridge Group reports that there is a correlation between having more conversations each day with a higher quota attainment.
- Around 1 in 18 cold calls made will actually become a potential lead, according to Gartner.
Amazing cold calling benefits
While it may not seem like a high success rate, consider the numbers involved. When the average call only consumes 80 seconds of your agent’s time and knowing that more calls yield better results, it’s easy to see why it makes sense to spend time making numerous outbound cold calls.
Cold calling leads directly to some impressive benefits, which may be why it is a practice still heavily used today.
- Extend your business reach: Cold calling by definition is reaching out to consumers who haven’t already expressed interest. Even if the call doesn’t generate a sale or meeting, it’s never a waste of time to expand the number of people who are familiar with your brand.
- Gain valuable insight: During a cold call, regardless of the outcome, you will often hear valuable questions that you may not even know consumers could have. Taking notes of the most common questions and tension points during your cold sales call can help you learn important information that can be used in various business applications.
- Ready…set…go approach: When you train your agents in cold calling, rest assured that they can take that training and run. Compared to other sales methods, your management staff doesn’t have to be as hands-on in the everyday handling of cold calls. This can free them up for other important tasks and give your agents greater independence.
And more! There are so many other benefits to cold calling such as enabling flexible working, allowing you to perfect your sales skills, and better understanding prospective customers. Regardless of why you want to take advantage of cold calling, it makes sense to take the necessary steps to ensure you are set up for success.