The Science of Using LinkedIn,
Technology & Social Selling for
Cold Calling
Steve Richard
@srichardv
Ken Krogue
@kenkrogue

Steve Richard
Co-Founder

Execs Will Meet!
@srichardv
#

Research on Buyer Behavior
@srichardv
#
3%
40.5%
56.5%
Prospects
Actively Buying 3%
Poised to Begin 40.5%
Not Ready 56.5%

@srichardv

@srichardv

3x3 Research
@srichardv
#1

Executive Changes
@srichardv
#1

Quote or Video
@srichardv
#1

Previous Employer
@srichardv
#1

3x3 Research
@srichardv
#1
When 3x3 Research Is Filled Out, Conversions of
Prospects to Appointments Increases 16.7%

Social Connection
@srichardv
#2
Conversation to Appt (w/ Group): 70% Higher

Social Connection
@srichardv
#2
Conversation to Appt (no 2nd): 32%
Conversation to Appt w/ 2nd: 50%
Results w/ TeamLink: TBD

VM Call Backs to 6%
The "quick question" voicemail: http://lnkd.in/cgEYPj
The "power player" voicemail: http://lnkd.in/ztHKGY
@srichardv
#3

Share This

Free JobChangeAlerts
@srichardv
#4
Lead to Appointment Conversion Rates:
All Leads 5.25%
Old Client, New Company 30.05%
Third Party Referrals 60.58%

Calls to Action
@srichardv
#5
1. Point me to the right person
2. Attend this webinar/live event
3. Attend an “executive briefing”
4. Meet our CEO at the trade show
5. Intro you to a peer (your client)
6. Watch this on demand webinar
7. Download this content piece
8. Schedule time with me
9. Grab lunch

Internal Referrals
@srichardv
#5
Execs Respond to 82% of Credible Internal Referrals

Double Dials
@srichardv
#6
Double Dials Yield 18% More Connections, But…
It Takes Far More Time

Direct Lines
@srichardv
#7
Time to Dial: SB = 80 sec vs. DL = 45 sec
Time to Connect: SB = 22.2 min vs. DL = 5.5 min

Direct Lines
@srichardv
#7
Dials to Connect: SB = 17 vs. DL = 12
DL vs. SB: Director = +46.15%; VP = +147.83%

NLP
@srichardv
#8

Visual Cold Calling
@srichardv
#8
1) Send Link “In the Moment” on Cold Call
2) Call Immediately When They Open Document
3) Talk About Pages That Are Viewed Longer

Visual Cold Calling
@srichardv
#8
Early Findings = 7.5% More Meetings

Coaching
@srichardv
#9
Meetings Per Rep Per Month: 16.5  19

Permission
@srichardv
#10
Are you busy?
 86% give permission to continue
Are you busy or do you have a quick second?
 61% give permission to continue

Cold Calling Math
@srichardv
#10
Contacts ID = 22,411
Convos = 6,843
Mtgs = 2,180
Dials = 290,014
Email Mtgs = 912
42 : 1
3.14 : 1 32%

About Ken
Ken Krogue
President & Founder
InsideSales.com
#1 ranked Blog in the world on the
topic of ‘Inside Sales’ and ‘Lead
Response Management’
Please join the conversation!
Ken Krogue
Google +: gplus.to/kenkrogue
Twitter: @kenkrogue
Blog: www.kenkrogue.com
Forbes: forbes.com/sites/kenkrogue
LinkedIn: linkedin.com/in/kenkrogue

bit.ly/27linkedintips
Forbes.com

①Use CEO clout to close deals
②Grab your name(s)
…
⑨Use „3 Free Backlinks‟ with all employees
⑩Freely give and receive recommendations
…
27 LinkedIn Tips – Ken on Forbes
bit.ly/27linkedintips

31 LinkedIn Tips for B2B Prospecting
bit.ly/31linkedintips

42 LinkedIn Inside Sales Tips
• Connect to your customers
• Connect at tradeshows
• Join industry groups
• Unlimited messages
• Follow prospect companies
…
www.insidesales.com/eBooks

Technology
Science
Art
Art --- Science --- Technology

Solving Problems
ART = Applying knowledge and skill
SCIENCE = Testing data
TECHNOLOGY = Building tools
Art --- Science --- Technology

Paramount Pictures & Marvel Enterprises
Human + Technology = Superhero

Systems Thinking

Test, Test, Test
Fire Bullets … then Cannon Balls

C
L
O
S
E
R
Campaign = Test Strategy
List / Leads = Test Sources
Offer = Test Offers
Skill = Test Approaches
Effort = Test Contact Rates
Reporting = Test Results
CLOSER = Science of Sales Model

Specialist vs Generalist
7 pts

LinkedIn response rates
7X
better than email
LinkedIn vs. Email = Test

LinkedIn response rates
33X
better than email
LinkedIn inMail vs. Email = Test

Join industry Groups
Social Strategy = Unlimited Messages

Voicemail response rates
16X
better than email
Voicemail vs. Email = Test

___________
Call 1, VM 1,
EM 1
___________
Call 2
___________
Call 3
___________
Call 4, VM 2,
EM 2
___________
Call 5
___________
Call 6, VM3,
EM3
Cold Call Sequence = Tested

Leave 2-3 voice messages, then stop
Source: InsideSales.com Voice Messaging Analysis Studies
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41
ContactRate
Dial Attempt
With Voicemail
Without Voicemail
Voice Messaging Study

Social nurturing
Cold Calling Strategy #1 = PR, Social
Education
Social Nurturing

Cold Calling Strategy #2 = Marketing
Education
Lead Nurturing

TURN
INTEREST
INTO
NEED
WITH
EDUCATION

TYPES
TIRE KICKER BUYING SIGNAL
INTEREST NEED
research studies
white papers
webinars
seminars
e-books
books
toll free
pricing
proposal
free trial
demo
product slicks
buying
signal
tire kicker
Lead Nurturing

Cold Calling Strategy #3 = Lead Gen
Education
Deal Nurturing

Cold Calling Strategy #4 = Sales
Commitment
Client Nurturing

Cold Calling Strategy #5 = Support

7 Contact Ratio Strategies
“What did you guys do?
Everyone is answering our calls”
Steve Dodsworth

Contact Rate
100x decrease from 5 min to 30 min
Qualification Rate
21x decrease from 5 min to 30 min
#1 = Immediacy
Dr James Oldroyd 2007

#2 = Persistency

#3 = Time of Day

#4 = Day of Week

#5 = Optimal

Used with Permission from Vorsight
#6 = Direct Dial Phone Numbers
Representative
Average
Meetings Per
Month (last 3)
% Direct Lines
on Contact List
Rep 1 11 51%
Rep 2 13 45%
Rep 3 20 76%
Rep 4 22 74%
Rep 5 29 87%
Rep 6 33 97.6%

#7 = Caller ID

LocalPresenceTM

Offers
LinkedIn eBook
Bonus: This Webinar content will be made into an eBook and sent to all registrants!
Top Sales Campaigns Experience the PowerDialer
ART SCIENCE TECHNOLOGY

Q & A
Ken Krogue
Google +: gplus.to/kenkrogue
Twitter: @kenkrogue
Blog: www.kenkrogue.com
Forbes: forbes.com/sites/kenkrogue
LinkedIn: linkedin.com/in/kenkrogue
Steve Richard
Twitter: @steverichard
LinkedIn: linkedin.com/in/steverichard

Thanks!
www.vorsight.com/ondemand-
webinars