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The opinion of 11 Cold Calling experts at B2B sales

11 renowned sales professionals tackle the question of cold calling efficiency in sales of B2B.

Most B2B organisations utilise cold mailing to create leads, and they are trying to make the most of it. Moreover, the efficiency of cold mailing services overcomes the efficiency of cold phoning. So does cold calling mean it is dead?

Let's see what the sales experts think.

Cardone Grant

American entrepreneur (ranked by Richtopia as one of the world's 10 most influential CEOs), CEO of four CJSCs and founder of the First Sales Management University (Grant Cardone Sales University).

I am 100% sure you have to use all conceivable techniques of selling a product to take over the niche. The golden rule is not to rely on just one source of communication.

All conceivable varieties must be implemented: warm or cold calls, emails, video tracks, text, voice messages and social networks.

Mike Scher Scher

Founder and CEO of FRONTLINE Selling sales boosting solution.

Every sales approach should incorporate cold calls. Demand development is essential and phoning is the most efficient approach to interact with potential customers.

Currently, social networks and other active sales channels are much more popular, but cold calls should not be left to the side.

Unprofessional managers, not inefficiencies of the channel, identify bad cold call results.

Cold appeals should be made responsibly. This is the main reason why you need a structure for all your sales operations. If I say all, I mean that all processes from searching for information, mailing or calling the topic to the frequency and intervals between contact points must be taken care of.

Properly designed cold sales instructions will enable managers to diagnose problems, fix errors and build 'proper' behaviours effortlessly.

More tailored sales processes will be established if the email marketing and sales floods rise. Cold calling managers are 10 steps ahead of their competitors.

Heidi Fortes Fortes

CEO and founder of the Sales Accelerator startup service.

Cold calls are still alive and well, but there have been more possibilities. When mail, cold calls and other sales means balance, wonders occur.

Obviously, email can never substitute a conversation face-to-face, but cold calls should NOT be the only way to market.

Once the vendor learns their target audience's preferences and demands, success is attained.

The question of cold-calling inefficiency is no longer relevant when that is crystally obvious. At this point, a marketing plan starts with the optimization process of mixing calls, e-mails and publicity.

Goldstein Joel

Distribution company chairman Mr Checkout Distributors and Fox News retail expert.

I talk to 30 to 40 entrepreneurs a week. Those who can converse on their phone with an unknown person as if they were best friends are the greatest.

For a successful sales manager, the ability to establish contact from the very first seconds is the most vital talent. Another crucial competency is the capacity to hear and understand how the product might reduce customer suffering.

Don't start by telling your potential customer everything about the goods, data or facts you offer. Let the customer speak. Learning to listen will be a hit of luck, and not an ordinary thing.

Please include your sales script with suggestive inquiries. The customer should be aware, when replying them, that your offering is exactly what they need.

Holland-Smith Lian

Coach and consultant for sales. Post-Tribune writer.

Cold calling works if it contains:

● a thorough comprehension of the cold-appealing objective;

● a description of customers with all key demographic and psychographic features;

● Customer preliminary research;

● a cold call newsbreak;

● the desire to achieve a long-term customer relationship.

According to the cold calling approach of Robert Middleton, a seller should write one letter a week to a potential customer during the month.


At the fifth week the customer will receive a letter containing specific seller information along with the cold call date and timing.

The client is ready to talk on the day of the cold call, therefore the odds of a good conversation improve.

Managers who use the method agree to meet a customer in 25 to 80 percent of cases.

The cold call may precede greetings or congrats for a specific event. Congratulations can be obtained via LinkedIn or Google.

Usually, I get 50 percent input on these cases.

It is crucial that all stages and processes in the marketing plan are clearly sequenced. In such instances it is no good improvising unless you are a fan of fostering useless dreams.

Pedone Michael

CEO of Sales Managers' Education Company,

A fundamental definition is:

"Cold calling is communication with a possible customer who does not yet know that he or she needs your services or products. The relevant question is "Do IT sales need to be the first to contact potential customers?'"

Two responses to this question are available:

● only include warm leads in the marketing strategy

● should add a daily list of to-do searches for new cold leads.

The selling process can also be divided by employing SDR models (Sales Development Representative), BDR (Business Development Representative) and AE (Account Executive). Employ fresh managers who are aggressively looking for new customers. The account manager is responsible for completing the sales process.

SDR and BDR models encompass the search, meetings and presentations for new customers. SDR and BDR are not included in the contract closure; in this model the major purpose of the sales managers is to look for new customers, and to redirect warmly towards AE colleagues. Closure of the deal is the responsibility of the account manager.

The main problem with cold calls is that professionals speculate on the subject but don't grasp how cold calls function. They frequently argue that cold calls are extinct and LinkedIn is the finest selling channel.

It can work, but cold calls are still a valid tactic.

Many managers start sales via social networks and make the same blunders as cold calls. This is the key reason behind poor sales.

Hamon Lucas

CEO of the company delivering Orange Pegs Media business solutions.

The reply is yes and no.

The cold calls that everyone is ill and exhausted should no longer be working. Particularly at this time of tremendous technological growth. Your prospective customers want something more innovative than a phone call.

The acquisition of a customer base that your management work on has little to do with innovation and technological progress.

For ten years I have been making cold calls and honestly I can state that it did not bring me to success. However, it helped me to learn that there are more efficient selling methods.

At that time, social networks, notably LinkedIn, were the most successful tool for cold marketing. Today, however, the trend has altered as sales managers take use of this channel.

Yes, cold calls work and to some extent continue to function. But successful cold calls are becoming increasingly difficult to achieve.

That's why I propose inbound marketing attention. This will make your website an instrument for lead generation.

Keep track of companies producing a similar product. You can be sure that they wish to cooperate and that they can discover the correct way to communicate.

Such chilly touch can be the start of a wonderful deal.

Honey Adam

Spiro Technologies Founder and CEO (a CRM system for businesses).

You should have all conceivable marketing tools at your disposal.

I have customers who use formal letters and receive fantastic returns.

Any sales tool should be tested and measured. In addition, the efficiency of each instrument should be defined.

Cold calling will not be superior than other marketing strategies without previous contacts.

You surely should invest in high-quality cold e-mails, social network sales and other marketing tools. These strategies demonstrate their efficiency with high feedback.

Krasovsky Valery

· Amounting Sigma Software (on the list of the 2016 Global Outsourcing 100 according to IAOP).

We're not in my company's cold calling. Although it can be useful in a given scenario.

Cold calls may be used in outsourcing, but you must understand how you interpret the concept of outsourcing. It's not only the sale of the developer's team today. If we guide the customer from the beginning to the conclusion, I would prefer word consultation not only with a team of specialists.

We have just developed a solution for automating the fuel bill accounting for SAS, Scandinavia's largest airline. From scratch, we launched this project. Such contracts cannot be obtained via cold calls.

Big organisations hire professionals, based on a number of parameters, for their initiatives. When it's done through tenders, they generally invite those they know already. In order to work with huge, high-budget projects, you first have to be well known and well known on the market.

By employing cold calls, ready-made solutions or services can be sold that customers buy and can start to use immediately, without additional development or small adjustments.

We have a specified target population of customers we are looking for via "cold" calls. They're usually little businesses, because cold calls don't help dealing with big business and start-ups.

NexGenDesign, Coach of IT sales and marketing school Conformato, 9 years of IT sales and marketing expertise, is the management partner of Anastasia Novikova.

The requirement for cold calls depends on the customer. You should ask: "What are we trying to do with the call?" "What do we want to do?" When we speak of sales outsourcing, firms often contact and try to market their own outsourcing. Such attempts usually lead to nothing. Outsourcing in the first call is tough to sell.

If we take a further step (e.g. invite the customer to a webinar or event or ask about a particular problem) then progress can be made. The call will help to speed up the action and advance the client to a following phase.

I can provide our own practical examples. We have tested cold calls at various audiences. We have phoned huge firms in the US where cold calls seem to have outlived their utility for many years. However, as you know, everything fresh is well disregarded.

We have called large and medium-sized businesses across Europe. Because huge companies have established automatic telephone stations, it is often impossible to reach the proper individual.

There is no such automation in small and medium-sized organisations, but there are also difficulties in reaching the proper person. Some firms do not utilise telephones at all, particularly in the IT industry.

Many companies have now resumed the cold phoning practise. Therefore, call returns sometimes, regardless of the country to which they are directed.


Cold calls should be seen as one of the tools to be used in customer work. The only one, not the only one, but one!

However, there are different options for inserting calls into the sales system. You can utilise a call to get feedback if the email is not responded after you have sent an email. You can contact first to find out the client's interests and wants and then write a letter. Everything relies on how you design the sequence of events using leads. You can test different sequences and should test them. No single valid option is available.

Andrew Stetenko contributes to's OO.

Classic cold calling isn't functioning. You are respectfully requested to no longer disturb the potential consumer because the desired effect is not achieved. We call the customer one of the follow-up alternatives after 1–2 letters when we detect that the person has previously opened our letters.

You can add a client to LinkedIn to recall your face more or less. You can then contact to remind them of yourself.

The customer often informs you when conversing on the phone: "Sorry, now I'm busy. I can't speak, I can't speak, "But that same evening, they reply to your prior letters.

Another difficulty is that Ukrainian sales managers are inconvenient with chilly customers.

My advice: call from the nation of the client whenever possible (for example, when travelling on a business trip). Several hurdles are removed in this setting. Make sure you purchase a local SIM card. If the customer sees a local number, he treats you more confidently. You overcome the anxiety of cold calls overseas following such a journey.

If you cannot go to the country of the customer, just assume that you are already there. Use a foreign number when phoning from your country; for example, acquire a SipNet. Start a nice talk and ask: "Hey, what's up? What's up? We're going to meet up for coffee. Why didn't I hear about you?"

Remember the active lifestyle of individuals in America and Europe and often use voicemail. Use your smartphone messengers because practically everyone uses them. Remind the client with a brief message regarding your prior emails. Again, write a non-foreign number to them.

Calling works is so cold — yet still a little warm.

If you observe that the customer did not open your letters, then you should not call, because that is the standard cold call that I spoke about at the beginning.

Make sure that between letters and calls there is no significant gap. If you have sent 300 emails and made only three calls, don't be shocked that you have few contracts. This figure shows you must enhance your calling skills. This contributes to improving your closing performance.

Clearly, the opinions of experts virtually always disagree. Some encourage you to take your telephone and call potential customers. Others claim this old procedure is not necessary and waste time just. Some advocate even attempting it all at once.

The essential thing is clearly to grasp here is the ultimate goal of any certain strategy and to know your TA and its demands and preferences.

Calls like "Boiler Room" or "The Wolf of Wall Street," of course, are not effective on IT sales and thus you have to be more imaginative. Test multiple strategies, collect statistics and record what works best for your specific circumstance. We advise not to be terrified of new sales avenues.

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