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Why It's Time to Kill the Cold Call Once and For All

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Cold calls are obnoxious, ineffective, and damaging to the buyer-seller relationship. Here's how to turn up the heat in your sales outreach.

Published in: Sales
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Why It's Time to Kill the Cold Call Once and For All

  1. Why It’s Time to Kill the Once and For All
  2. 50 years ago, cold calling worked like a charm. THEN
  3. Hey there, Ms. Buyer - Do you want to hear all about my amazing product? Sure! I can’t get product information anywhere else, so I’d love to hear your pitch! [seller] [buyer]
  4. But today, it’s a little different. NOW
  5. Hey there, Ms. Buyer - Do you want to hear all about my amazing product? Are you kidding? I’m way too busy for this. [seller] [buyer]
  6. Hey there, Ms. Buyer - do you want to hear all about my amazing product? No - I can just look you guys up online if I’m interested. [seller] [buyer]
  7. [dialing] Hi, you’ve reached Betty Draper. I’m not here right now, so please leave me a message and I’ll get back to you. *ring* *ring* *ring* [seller] [buyer]
  8. [sigh] [seller]
  9. It’s pretty clear from buyers’ reactions to cold calls that they’re...
  10. ...bad for the buyer. It’s pretty clear from buyers’ reactions to cold calls that they’re...
  11. But what about for the seller?
  12. Let’s consider some statistics.
  13. Cold calling is ineffective 90%of the time. Source: Harvard Business Review
  14. Less than 2%of cold calls result in meetings. Source: Leap Job
  15. Want 36 sales email templates that buyers will actually respond to? DOWNLOAD
  16. It takes 18calls to connect with a single buyer. Source: TOPO
  17. Call back rates are less than 1%. Source: TOPO
  18. Assuming a 0.3% appointment booking rate, and a 20% win rate, it would take 6,264 Source: Simple Sales Tracking cold calls to make 4 sales.
  19. Ouch. [seller]
  20. It’s pretty clear that cold calling is also...
  21. ...bad for the seller. It’s pretty clear that cold calling is also...
  22. Wondering why cold calling has become less effective?
  23. Wondering why cold calling has become less effective? Let’s go to the buyer:
  24. “Desk phones are for outbound calls only.”
  25. “Desk phones are for outbound calls only.” “Email is a much better way to get a hold of me, frankly, than the phone.”
  26. I don’t answer the phone unless it’s on my contact list. If it’s someone who really needs to speak to me they will leave a message. Source: Rassoc, Forbes, This is Money
  27. But wait - what about voicemail?
  28. But wait - what about voicemail? Could a great message be the cold call’s saving grace?
  29. I got some bad news for you there...
  30. The number of people retrieving their voicemails dropped by 14% between 2011 and 2012. Source: Vonage, eVoice
  31. The number of people retrieving their voicemails dropped by 14% between 2011 and 2012. Coca Cola & JP Morgan have done away with voicemail for the majority of their workers. Source: Vonage, eVoice
  32. The number of people retrieving their voicemails dropped by 14% between 2011 and 2012. Coca Cola & JP Morgan have done away with voicemail for the majority of their workers. Only 18% of people check voicemails from unrecognized numbers. Source: Vonage, eVoice
  33. Cold calls are bad for the buyer, and bad for the seller.
  34. Cold calls are bad for the buyer, and bad for the seller. It’s time to kill the cold call.
  35. Cold Calling 1930-2015 R.I.P. “Do you have a minute to talk about my amazing product?” Passed away peacefully when people stopped answering their phones.
  36. Now that we’ve buried the cold call...
  37. ...what do we do next?
  38. Turn up the heat.
  39. Warm calls and emails: • Capitalize on demonstrated buyer interest • Are relevant to the buyer’s unique situation • Respond to trigger events • Take advantage of referrals • Are way better for the buyer and the seller
  40. Here are a few examples with templates to get you started.
  41. Warm email #1: Responding to demonstrated interest Send Now Hi Buyer, I noticed you recently downloaded our ebook on Warm Emailing 101. Did you get what you were looking for? Warm emailing the right way can increase leads by 1000%. I helped a company similar to yours boost their revenue by 500% using cold emailing. Do you have 15 minutes to hop on the phone so I can share some of the insights I gained working with them?
  42. Warm email #2: Tailoring to the buyer’s unique situation Send Now Hi Buyer, I’ve been doing some research on your company, and I noticed that you’re using cold emailing in your outreach. Research shows that cold emailing is on the decline, and I worry that you’re not reaching your customers as effectively as you could be. My company advocates for warm emailing, an approach that can increase leads by 1000%. Do you have 15 minutes to hop on the phone so I can share some of the insights I gained helping a company similar to yours boost revenue by 500%?
  43. Warm email #3: Responding to a trigger event Send Now Hi Buyer, I noticed you just got a job with Awesome Company. Congratulations! That must be an exciting transition. I know you got a lot of value from our warm emailing system in your last position. Could we hop on the phone this week to discuss Awesome Company’s warm emailing needs?
  44. Warm email #4: Introduction by referral Send Now Hi Buyer, I got your name from Peggy Olsen. We recently started working together on Company X’s warm emailing, and she’s already seen a 100% increase in the amount of leads her team is driving. Peggy mentioned that you were looking for a new sales email system. Could we schedule a quick call to discuss the sales email situation at Business Y?
  45. Excited to get your warm email system cranking?
  46. Excited to get your warm email system cranking? There are just a few steps you’ll need to keep in mind.
  47. 1. Find good fit buyers to target HubSpot’s free CRM contains a searchable database of 6 MILLION PROSPECTS Find the perfect prospects for you by searching by industry, location, and company size Prospects WEBSITE VISITS Search all prospects in this view... Name + + + Procter & Gamble Vimbo Wikivu COMPANY INSIGHTS Domain zzzquil.com vimbo.com wikivu.com Find valuable new prospects By country By industry Country Industry
  48. Start searching for your perfect fit prospects today GET HUBSPOT CRM Prospects WEBSITE VISITS Search all prospects in this view... Name + + + Procter & Gamble Vimbo Wikivu COMPANY INSIGHTS Domain zzzquil.com vimbo.com wikivu.com
  49. 2. Track your emails Get notifications when prospects open your email, so you can capitalize on their attention in the moment Activity Stream OPENED NOT OPENED CLICKS SALESFORCE HUBSPOTALL 8 ViewsMute Thread Christopher O. has opened New Proposal OPENED 10/14/2015 in Massachusetts United States 2 ViewsMute Thread Anum H. has opened Fall Inventory List OPENED 10/14/2015 in Cambridge, Massachusetts 30 ViewsMute Thread Mark R. has clicked Pricing Page CLICKED 10/12/2015 in Cambridge, Massachusetts
  50. 3. Research Research your buyer to make your message relevant to their situation and personalized to them
  51. 3. Research Research your buyer to make your message relevant to their situation and personalized to them Learn more about your buyer on: Linkedin Twitter Company Site Personal Blog Google Industry News Press & Media Page SEC.gov
  52. 4. Get notified about trigger events Use Google Alerts to set an alert for your target companies and industries. Alerts Monitor the web for interesting new content Apple This will create an email alert for esnider@hubspot.com CREATE ALERT Show options
  53. 5. Work your network Before reaching out to a new prospect, check LinkedIn to see if you have any shared connections. If so, reach out and ask if your common acquaintance would be willing to introduce you.
  54. Your warm email checklist: Target good fit buyers Track your emails Research Get notified about trigger events Work your network Research
  55. Your warm email checklist: Target good fit buyers Track your emails Research Get notified about trigger events Work your network Research Use a CRM
  56. GET HUBSPOT CRM Prospects WEBSITE VISITS Search all prospects in this view... Name + + + Procter & Gamble Vimbo Wikivu COMPANY INSIGHTS Domain zzzquil.com vimbo.com wikivu.com The HubSpot CRM makes it easy for salespeople to personalize and track their interactions. It’s free, so there’s no risk. Why not just try it out?
  57. Cold calling had a good run, but it’s time to give buyers what they really want. Warm outreach = Happier buyers = More sales = Happier sellers
  58. And that’s an equation we can all get behind.
  59. Are you commited to serving today’s buyer? Subscribe to the HubSpot Sales Blog, and join the inbound sales revolution. SUBSCRIBE

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