Cold Calling is Alive and Well – Jeff Kirchick and Carson Heady

Many claim cold calling is dead. Far from it. Leveraging technology, social media, and a human-centric approach, sellers can warm up their cold calls and increase their chances of success.

Able Sales VP and author Jeff Kirchick joins Microsoft‘s #1 social seller and Salesman on Fire author Carson V. Heady to discuss and dissect this ongoing debate and explore how cold calling has not vanished but rather evolved into a sophisticated practice.

Traditionally, cold calling referred to the practice of making unsolicited phone calls to potential customers, often in a one-call closed environment. Today, cold calling encompasses a broader spectrum, focusing on leveraging every available tool and mechanism to initiate relationships where none existed before. This can include utilizing social media and cutting-edge AI tools.

One of the significant shifts in cold calling is the integration of technology and social media into the process. Sales professionals now have the power to conduct thorough research on their prospects, identify mutual connections and interests, and engage with potential clients through various online platforms. Social media, in particular, has become a powerful tool for warming up cold outreach.

When it comes to making successful cold calls, timing and approach are everything. Interrupting a prospect’s day can be challenging, but there are strategies to make the call warmer. Offering immediate value and demonstrating that you’ve done your homework by referencing mutual interests or connections can ignite a productive conversation.

An essential aspect of cold calling success is maintaining a human touch. Many individuals shy away from cold calls due to fear or overthinking. It’s crucial to remember that authenticity and being oneself are key. When a salesperson seems insincere or employs gimmicks, it can be a major turn-off for the prospect. Transparency and honesty go a long way in building rapport.

When making cold calls, it’s vital to acknowledge that you are interrupting the prospect’s day. In the digital age, where most people have their cell phones with them, the traditional gatekeepers are less relevant. However, this convenience comes with the need for sellers to be respectful of the prospect’s time. It’s perfectly acceptable to lead with an acknowledgment of the interruption, showing empathy for their busy schedule.

Consistency is a crucial element of successful cold calling. Just like planting seeds in a garden, the results of cold calling efforts may not be immediate. Deals and relationships often take time to develop.

By consistently feeding the sales pipeline with well-executed cold calls, you ensure a steady stream of potential opportunities.

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