I was put through my paces with cold calling at my first sales job in London. Freshly trained in the DIPADA sales technique, my Manager used to listen in to calls through an extra earpiece extension, until I made a sale. Sometimes it took an hour! And then the sales confirmation would be sent through on the fax machine. It wasn’t even that long ago!

But that sales training was my absolute foundation for everything that has followed. And I still love making calls, even cold calling.

Cold Calling

These days, a lot of people shy away from even getting on the phone to make sales. There are so many other ways to connect (many less painful for people!) But I really believe in the power of getting on the phone. Why?

Cold calling and sales call follow-ups continue to be highly effective methods for generating sales, even in today’s digital age. While email and other means of communication have their merits, there are several distinct advantages that make cold calling and follow-ups a preferred choice for many sales professionals.

Direct and immediate engagement

Firstly, cold calling allows for direct and immediate engagement with potential customers. It provides an opportunity to establish a personal connection and build rapport, which is crucial for fostering trust and understanding. Unlike emails that can easily be ignored or lost in a crowded inbox, a phone call demands attention and enables real-time conversation. The human voice conveys emotions, tone, and enthusiasm, which can greatly influence the prospect’s perception of the salesperson and the product or service being offered.

Instant feedback

Secondly, cold calling and follow-ups offer the advantage of instant feedback. Through verbal communication, sales professionals can gauge the prospect’s level of interest, address concerns, and tailor their pitch accordingly. This immediate feedback loop allows for quick adjustments and more personalised interactions, increasing the likelihood of conversion. Moreover, it provides an opportunity to overcome objections and clarify any doubts, leading to a more efficient sales process.

Demonstrate knowledge & expertise

Furthermore, cold calling allows salespeople to showcase their expertise and offer real-time solutions to potential customers’ problems. By engaging in a conversation, sales professionals can actively listen to the prospect’s needs, identify pain points, and present relevant solutions. This interactive approach creates a sense of value and demonstrates the salesperson’s commitment to understanding and addressing the customer’s specific requirements. It also enables a more dynamic and persuasive presentation, fostering a deeper connection and increasing the chances of closing a sale.

Relationship building

Lastly, cold calling and follow-ups are valuable for relationship building. By consistently reaching out to prospects, sales professionals can establish a consistent presence and maintain top-of-mind awareness. Regular follow-up calls demonstrate persistence, professionalism, and dedication to customer service. Even if a prospect is not immediately ready to make a purchase, the ongoing communication nurtures the relationship and keeps the salesperson and their offering in the prospect’s consideration set for future needs.