Why It's Time to Kill the Cold Call Once and For All

Sales

hubspot
  • Why I t ’s T ime to Ki l l the Once and For Al l
  • 50 years ago, cold cal l ing worked l ike a charm. THEN
  • Hey there, Ms. Buyer - Do you want to hear all about my amazing product? Sure! I can’t get product information anywhere else, so I’d love to hear your pitch! [seller] [buyer]
  • But today, i t ’s a l i t t le di�erent . NOW
  • Hey there, Ms. Buyer - Do you want to hear all about my amazing product? Are you kidding? I’m way too busy for this. [seller] [buyer]
  • Hey there, Ms. Buyer - do you want to hear all about my amazing product? No - I can just look you guys up online if I’m interested. [seller] [buyer]
  • [dialing] Hi, you’ve reached Betty Draper. I’m not here right now, so please leave me a message and I’ll get back to you. *ring* *ring* *ring* [seller] [buyer]
  • [sigh] [seller]
  • I t ’s pretty c lear f rom buyers’ react ions to cold cal ls that they’re. . .
  • . . .bad for the buyer. I t ’s pretty c lear f rom buyers’ react ions to cold cal ls that they’re. . .
  • But what about for the sel ler?
  • Let ’s consider some stat ist ics .
  • Cold cal l ing is ine�ect ive 90% of the t ime. Source: Harvard Business Review https://hbr.org/2010/12/vision-statement-do-you-really-know-who-your-best-salespeople-are/ar/1
  • Less than 2%of cold cal ls resul t in meet ings. Source: Leap Job http://www.leapjob.com/Cold_Calling_Is_Dead
  • Want 36 sales email templates that buyers will actually respond to? DOWNLOAD http://hubspot.com/sales/sales-email-templates?utm_source=slideshare&utm_campaign=ripcoldcall
  • I t takes 18 cal ls to conn ect with a s in gle buyer. Source: TOPO http://blog.topohq.com/sales-development-technology-the-stack-emerges/
  • Cal l back rates are less than1%. Source: TOPO http://blog.topohq.com/sales-development-technology-the-stack-emerges/
  • Assuming a 0.3% appointment booking rate, and a 20% win rate, i t would take 6,264 Source: Simple Sales Tracking cold cal ls to make 4 sales. http://blog.simplesalestracking.com/2013/03/21/does-cold-calling-still-work/
  • Ouch. [seller]
  • I t ’s pretty c lear that cold cal l ing is a lso. . .
  • . . .bad for the sel ler. I t ’s pretty c lear that cold cal l ing is a lso. . .
  • Wondering why cold cal l ing has become less e ect ive?
  • Wondering why cold cal l ing has become less e ect ive? Let’s go to the buyer:
  • “Desk phones are for outbound calls only.”
  • “Desk phones are for outbound calls only.” “Email is a much better way to get a hold of me, frankly, than the phone.”
  • I don’t answer the phone unless it’s on my contact list. If it’s someone who really needs to speak to me they will leave a message. Source: Rassoc, Forbes, This is Money http://www.rassoc.com/gregr/weblog/2008/02/06/cold-calling-from-the-callees-perspective/ http://www.forbes.com/sites/christinecrandell/2014/01/03/why-desk-phones-are-never-answered/ http://www.thisismoney.co.uk/money/news/article-3013153/How-deal-cold-callers-DON-T-hang-say-Money-readers.html
  • But wait - what about voicemai l?
  • But wait - what about voicemai l? Could a great message be the cold cal l ’s saving grace?
  • I got some bad news for you there. . .
  • The number of people retr ieving their voicemai ls dropped by 14% between 2011 and 2012. Source: Vonage, eVoice http://www.destinationcrm.com/Articles/Columns-Departments/Insight/Business-Voicemail-Goes-Unanswered-100080.aspx http://www.cbsnews.com/news/are-you-still-checking-voice-mail/
  • The number of people retr ieving their voicemai ls dropped by 14% between 2011 and 2012. Coca Cola & JP Morgan have done away with voicemai l for the major i ty of their workers. Source: Vonage, eVoice http://www.cbsnews.com/news/are-you-still-checking-voice-mail/ http://www.destinationcrm.com/Articles/Columns-Departments/Insight/Business-Voicemail-Goes-Unanswered-100080.aspx
  • The number of people retr ieving their voicemai ls dropped by 14% between 2011 and 2012. Coca Cola & JP Morgan have done away with voicemai l for the major i ty of their workers. Only 18% of people check voicemai ls from unrecognized numbers. Source: Vonage, eVoice http://www.destinationcrm.com/Articles/Columns-Departments/Insight/Business-Voicemail-Goes-Unanswered-100080.aspx http://www.cbsnews.com/news/are-you-still-checking-voice-mail/
  • Cold cal ls are bad for the buyer, and bad for the sel ler.
  • Cold cal ls are bad for the buyer, and bad for the sel ler. I t ’s t ime to k i l l the cold cal l .
  • Cold Calling 1930-2015 R.I.P. “Do you have a minute to talk about my amazing product?” Passed away peacefully when people stopped answering their phones.
  • Now that we’ve bur ied the cold cal l . . .
  • . . .what do we do next?
  • Turn up the heat .
  • Warm cal ls and emai ls : • Capitalize on demonstrated buyer interest • Are relevant to the buyer’s unique situation • Respond to trigger events • Take advantage of referrals • Are way better for the buyer and the seller
  • Here are a few examples with templates to get you started.
  • Warm emai l #1 : Responding to demonstrated interest Send Now Hi Buyer, I noticed you recently downloaded our ebook on Warm Emailing 101. Did you get what you were looking for? Warm emailing the right way can increase leads by 1000%. I helped a company similar to yours boost their revenue by 500% using cold emailing. Do you have 15 minutes to hop on the phone so I can share some of the insights I gained working with them? http://www.hubspot.com/crm?utm_source=slideshare&utm_campaign=ripcoldcall
  • Warm emai l #2: Tai lor ing to the buyer ’s unique s i tuat ion Send Now Hi Buyer, I’ve been doing some research on your company, and I noticed that you’re using cold emailing in your outreach. Research shows that cold emailing is on the decline, and I worry that you’re not reaching your customers as eectively as you could be. My company advocates for warm emailing, an approach that can increase leads by 1000%. Do you have 15 minutes to hop on the phone so I can share some of the insights I gained helping a company similar to yours boost revenue by 500%? http://www.hubspot.com/crm?utm_source=slideshare&utm_campaign=ripcoldcall
  • Warm emai l #3: Responding to a t r igger event Send Now Hi Buyer, I noticed you just got a job with Awesome Company. Congratulations! That must be an exciting transition. I know you got a lot of value from our warm emailing system in your last position. Could we hop on the phone this week to discuss Awesome Company’s warm emailing needs? http://www.hubspot.com/crm?utm_source=slideshare&utm_campaign=ripcoldcall
  • Warm emai l #4: Introduct ion by referral Send Now Hi Buyer, I got your name from Peggy Olsen. We recently started working together on Company X’s warm emailing, and she’s already seen a 100% increase in the amount of leads her team is driving. Peggy mentioned that you were looking for a new sales email system. Could we schedule a quick call to discuss the sales email situation at Business Y? http://www.hubspot.com/crm?utm_source=slideshare&utm_campaign=ripcoldcall
  • Exci ted to get your warm emai l system cranking?
  • Exci ted to get your warm emai l system cranking? There are just a few steps you’ l l need to keep in mind.
  • 1 . F ind good fit buyers to target HubSpot ’s f ree CRM contains a searchable database of 6 MILLION PROSPECTS Find the perfect prospects for you by searching by industry, locat ion, and company s ize Prospects WEBSITE VISITS Search all prospects in this view... Name + + + Procter & Gamble Vimbo Wikivu COMPANY INSIGHTS Domain zzzquil.com vimbo.com wikivu.com Find valuable new prospects By country By industry Country Industry
  • Start searching for your perfect fit prospects today GET HUBSPOT CRM Prospects WEBSITE VISITS Search all prospects in this view... Name + + + Procter & Gamble Vimbo Wikivu COMPANY INSIGHTS Domain zzzquil.com vimbo.com wikivu.com http://www.hubspot.com/crm?utm_source=slideshare&utm_campaign=ripcoldcall
  • 2. Track your emai ls Get not ificat ions when prospects open your emai l , so you can capita l ize on their at tent ion in the moment Activity Stream OPENED NOT OPENED CLICKS SALESFORCE HUBSPOTALL 8 ViewsMute Thread Christopher O. has opened New Proposal OPENED 10/14/2015 in Massachusetts United States 2 ViewsMute Thread Anum H. has opened Fall Inventory List OPENED 10/14/2015 in Cambridge, Massachusetts 30 ViewsMute Thread Mark R. has clicked Pricing Page CLICKED 10/12/2015 in Cambridge, Massachusetts
  • 3. Research Research your buyer to make your message relevant to their s i tuat ion and personal ized to them
  • 3. Research Research your buyer to make your message relevant to their s i tuat ion and personal ized to them Learn more about your buyer on: Linkedin Twit ter Company Site Personal Blog Google Industry News Press & Media Page SEC.gov
  • 4. Get not ified about t r igger events Use Google Alerts to set an alert for your target companies and industr ies. Alerts Monitor the web for interest ing new content Apple This will create an email alert for [email protected] CREATE ALERT Show options
  • 5. Work your network Before reaching out to a new prospect , check LinkedIn to see i f you have any shared connect ions. I f so, reach out and ask i f your common acquaintance would be wi l l ing to introduce you.
  • Your warm emai l checkl ist : Target good fit buyers Track your emai ls Research Get not ified about t r igger events Work your network Research
  • Your warm emai l checkl ist : Target good fit buyers Track your emai ls Research Get not ified about t r igger events Work your network Research Use a CRM
  • GET HUBSPOT CRM Prospects WEBSITE VISITS Search all prospects in this view... Name + + + Procter & Gamble Vimbo Wikivu COMPANY INSIGHTS Domain zzzquil.com vimbo.com wikivu.com The HubSpot CRM makes it easy for salespeople to personalize and track their interactions. It’s free, so there’s no risk. Why not just try it out? http://www.hubspot.com/crm?utm_source=slideshare&utm_campaign=ripcoldcall
  • Cold cal l ing had a good run, but i t ’s t ime to give buyers what they real ly want . Warm outreach = Happier buyers = More sales = Happier sel lers
  • And that ’s an equat ion we can al l get behind.
  • Are you commited to serving today’s buyer? Subscr ibe to the HubSpot Sales Blog, and join the inbound sales revolut ion. SUBSCRIBE http://blog.hubspot.com/sales-subscribe
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  • Why I t ’s T ime to Ki l l the Once and For Al l
  • 50 years ago, cold cal l ing worked l ike a charm. THEN
  • Hey there, Ms. Buyer - Do you want to hear all about my amazing product? Sure! I can’t get product information anywhere else, so I’d love to hear your pitch! [seller] [buyer]
  • But today, i t ’s a l i t t le di�erent . NOW
  • Hey there, Ms. Buyer - Do you want to hear all about my amazing product? Are you kidding? I’m way too busy for this. [seller] [buyer]
  • Hey there, Ms. Buyer - do you want to hear all about my amazing product? No - I can just look you guys up online if I’m interested. [seller] [buyer]
  • [dialing] Hi, you’ve reached Betty Draper. I’m not here right now, so please leave me a message and I’ll get back to you. *ring* *ring* *ring* [seller] [buyer]
  • [sigh] [seller]
  • I t ’s pretty c lear f rom buyers’ react ions to cold cal ls that they’re. . .
  • . . .bad for the buyer. I t ’s pretty c lear f rom buyers’ react ions to cold cal ls that they’re. . .
  • But what about for the sel ler?
  • Let ’s consider some stat ist ics .
  • Cold cal l ing is ine�ect ive 90% of the t ime. Source: Harvard Business Review https://hbr.org/2010/12/vision-statement-do-you-really-know-who-your-best-salespeople-are/ar/1
  • Less than 2%of cold cal ls resul t in meet ings. Source: Leap Job http://www.leapjob.com/Cold_Calling_Is_Dead
  • Want 36 sales email templates that buyers will actually respond to? DOWNLOAD http://hubspot.com/sales/sales-email-templates?utm_source=slideshare&utm_campaign=ripcoldcall
  • I t takes 18 cal ls to conn ect with a s in gle buyer. Source: TOPO http://blog.topohq.com/sales-development-technology-the-stack-emerges/
  • Cal l back rates are less than1%. Source: TOPO http://blog.topohq.com/sales-development-technology-the-stack-emerges/
  • Assuming a 0.3% appointment booking rate, and a 20% win rate, i t would take 6,264 Source: Simple Sales Tracking cold cal ls to make 4 sales. http://blog.simplesalestracking.com/2013/03/21/does-cold-calling-still-work/
  • Ouch. [seller]
  • I t ’s pretty c lear that cold cal l ing is a lso. . .
  • . . .bad for the sel ler. I t ’s pretty c lear that cold cal l ing is a lso. . .
  • Wondering why cold cal l ing has become less e ect ive?
  • Wondering why cold cal l ing has become less e ect ive? Let’s go to the buyer:
  • “Desk phones are for outbound calls only.”
  • “Desk phones are for outbound calls only.” “Email is a much better way to get a hold of me, frankly, than the phone.”
  • I don’t answer the phone unless it’s on my contact list. If it’s someone who really needs to speak to me they will leave a message. Source: Rassoc, Forbes, This is Money http://www.rassoc.com/gregr/weblog/2008/02/06/cold-calling-from-the-callees-perspective/ http://www.forbes.com/sites/christinecrandell/2014/01/03/why-desk-phones-are-never-answered/ http://www.thisismoney.co.uk/money/news/article-3013153/How-deal-cold-callers-DON-T-hang-say-Money-readers.html
  • But wait - what about voicemai l?
  • But wait - what about voicemai l? Could a great message be the cold cal l ’s saving grace?
  • I got some bad news for you there. . .
  • The number of people retr ieving their voicemai ls dropped by 14% between 2011 and 2012. Source: Vonage, eVoice http://www.destinationcrm.com/Articles/Columns-Departments/Insight/Business-Voicemail-Goes-Unanswered-100080.aspx http://www.cbsnews.com/news/are-you-still-checking-voice-mail/
  • The number of people retr ieving their voicemai ls dropped by 14% between 2011 and 2012. Coca Cola & JP Morgan have done away with voicemai l for the major i ty of their workers. Source: Vonage, eVoice http://www.cbsnews.com/news/are-you-still-checking-voice-mail/ http://www.destinationcrm.com/Articles/Columns-Departments/Insight/Business-Voicemail-Goes-Unanswered-100080.aspx
  • The number of people retr ieving their voicemai ls dropped by 14% between 2011 and 2012. Coca Cola & JP Morgan have done away with voicemai l for the major i ty of their workers. Only 18% of people check voicemai ls from unrecognized numbers. Source: Vonage, eVoice http://www.destinationcrm.com/Articles/Columns-Departments/Insight/Business-Voicemail-Goes-Unanswered-100080.aspx http://www.cbsnews.com/news/are-you-still-checking-voice-mail/
  • Cold cal ls are bad for the buyer, and bad for the sel ler.
  • Cold cal ls are bad for the buyer, and bad for the sel ler. I t ’s t ime to k i l l the cold cal l .
  • Cold Calling 1930-2015 R.I.P. “Do you have a minute to talk about my amazing product?” Passed away peacefully when people stopped answering their phones.
  • Now that we’ve bur ied the cold cal l . . .
  • . . .what do we do next?
  • Turn up the heat .
  • Warm cal ls and emai ls : • Capitalize on demonstrated buyer interest • Are relevant to the buyer’s unique situation • Respond to trigger events • Take advantage of referrals • Are way better for the buyer and the seller
  • Here are a few examples with templates to get you started.
  • Warm emai l #1 : Responding to demonstrated interest Send Now Hi Buyer, I noticed you recently downloaded our ebook on Warm Emailing 101. Did you get what you were looking for? Warm emailing the right way can increase leads by 1000%. I helped a company similar to yours boost their revenue by 500% using cold emailing. Do you have 15 minutes to hop on the phone so I can share some of the insights I gained working with them? http://www.hubspot.com/crm?utm_source=slideshare&utm_campaign=ripcoldcall
  • Warm emai l #2: Tai lor ing to the buyer ’s unique s i tuat ion Send Now Hi Buyer, I’ve been doing some research on your company, and I noticed that you’re using cold emailing in your outreach. Research shows that cold emailing is on the decline, and I worry that you’re not reaching your customers as eectively as you could be. My company advocates for warm emailing, an approach that can increase leads by 1000%. Do you have 15 minutes to hop on the phone so I can share some of the insights I gained helping a company similar to yours boost revenue by 500%? http://www.hubspot.com/crm?utm_source=slideshare&utm_campaign=ripcoldcall
  • Warm emai l #3: Responding to a t r igger event Send Now Hi Buyer, I noticed you just got a job with Awesome Company. Congratulations! That must be an exciting transition. I know you got a lot of value from our warm emailing system in your last position. Could we hop on the phone this week to discuss Awesome Company’s warm emailing needs? http://www.hubspot.com/crm?utm_source=slideshare&utm_campaign=ripcoldcall
  • Warm emai l #4: Introduct ion by referral Send Now Hi Buyer, I got your name from Peggy Olsen. We recently started working together on Company X’s warm emailing, and she’s already seen a 100% increase in the amount of leads her team is driving. Peggy mentioned that you were looking for a new sales email system. Could we schedule a quick call to discuss the sales email situation at Business Y? http://www.hubspot.com/crm?utm_source=slideshare&utm_campaign=ripcoldcall
  • Exci ted to get your warm emai l system cranking?
  • Exci ted to get your warm emai l system cranking? There are just a few steps you’ l l need to keep in mind.
  • 1 . F ind good fit buyers to target HubSpot ’s f ree CRM contains a searchable database of 6 MILLION PROSPECTS Find the perfect prospects for you by searching by industry, locat ion, and company s ize Prospects WEBSITE VISITS Search all prospects in this view... Name + + + Procter & Gamble Vimbo Wikivu COMPANY INSIGHTS Domain zzzquil.com vimbo.com wikivu.com Find valuable new prospects By country By industry Country Industry
  • Start searching for your perfect fit prospects today GET HUBSPOT CRM Prospects WEBSITE VISITS Search all prospects in this view... Name + + + Procter & Gamble Vimbo Wikivu COMPANY INSIGHTS Domain zzzquil.com vimbo.com wikivu.com http://www.hubspot.com/crm?utm_source=slideshare&utm_campaign=ripcoldcall
  • 2. Track your emai ls Get not ificat ions when prospects open your emai l , so you can capita l ize on their at tent ion in the moment Activity Stream OPENED NOT OPENED CLICKS SALESFORCE HUBSPOTALL 8 ViewsMute Thread Christopher O. has opened New Proposal OPENED 10/14/2015 in Massachusetts United States 2 ViewsMute Thread Anum H. has opened Fall Inventory List OPENED 10/14/2015 in Cambridge, Massachusetts 30 ViewsMute Thread Mark R. has clicked Pricing Page CLICKED 10/12/2015 in Cambridge, Massachusetts
  • 3. Research Research your buyer to make your message relevant to their s i tuat ion and personal ized to them
  • 3. Research Research your buyer to make your message relevant to their s i tuat ion and personal ized to them Learn more about your buyer on: Linkedin Twit ter Company Site Personal Blog Google Industry News Press & Media Page SEC.gov
  • 4. Get not ified about t r igger events Use Google Alerts to set an alert for your target companies and industr ies. Alerts Monitor the web for interest ing new content Apple This will create an email alert for [email protected] CREATE ALERT Show options
  • 5. Work your network Before reaching out to a new prospect , check LinkedIn to see i f you have any shared connect ions. I f so, reach out and ask i f your common acquaintance would be wi l l ing to introduce you.
  • Your warm emai l checkl ist : Target good fit buyers Track your emai ls Research Get not ified about t r igger events Work your network Research
  • Your warm emai l checkl ist : Target good fit buyers Track your emai ls Research Get not ified about t r igger events Work your network Research Use a CRM
  • GET HUBSPOT CRM Prospects WEBSITE VISITS Search all prospects in this view... Name + + + Procter & Gamble Vimbo Wikivu COMPANY INSIGHTS Domain zzzquil.com vimbo.com wikivu.com The HubSpot CRM makes it easy for salespeople to personalize and track their interactions. It’s free, so there’s no risk. Why not just try it out? http://www.hubspot.com/crm?utm_source=slideshare&utm_campaign=ripcoldcall
  • Cold cal l ing had a good run, but i t ’s t ime to give buyers what they real ly want . Warm outreach = Happier buyers = More sales = Happier sel lers
  • And that ’s an equat ion we can al l get behind.
  • Are you commited to serving today’s buyer? Subscr ibe to the HubSpot Sales Blog, and join the inbound sales revolut ion. SUBSCRIBE http://blog.hubspot.com/sales-subscribe
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