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Cold Calling Is More Important Than Ever In High-Value B2B Sales
Cold calling isn’t dead.
It’s alive! With two-dozen communication mediums, a phone is an essential tool in a sales professional’s tool kit. Prospects have become medium fatigued. But just because you wield a tool doesn’t mean you can build the Taj Mahal. Cold calling is a skill.
If you do it wrong, you’re the annoying creep nobody wants to talk to.
When you cold call, you must have a firm understanding of the targets and contacts whom you’re calling upon.
Do you want to sell hair cutting supplies to a bald person?
In high-value B2B sales, you must conduct minimal viable research on the target companies and key people who can benefit from what you’re selling. Anthony Iannarino calls this the Chief Problem officer.
Once you’ve identified your suspect, you execute a prospecting sequence following strategic scripts.
The script executes a short statement that delivers a promise of instant value to the potential client. It promises to make a meeting with you worth their time. It has nothing to do with what you sell or who you are.
Nobody cares! They only care about what’s in it for them.
