The Death of Cold Calls

It’s pretty clear from buyers’reactions to cold calls that they’re..... ...bad for the buyer.It’s pretty clear from buyers’ reactions to cold calls that they’re..... ...bad for the selle

Why It’s Time to Kill the

Once and For All

50 years ago, cold calling

worked like 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, it’s a little different.

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]

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]

[seller]

It’s pretty clear from buyers’

reactions to cold calls that they’re

bad for the buyer.

It’s pretty clear from buyers’

reactions to cold calls that they’re

But what about for the seller?

Let’s consider some statistics.

Cold calling is ineffective

Less than

2%

of cold calls resu lt in meetings.

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templates that buyers

will actually respond to?

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Call back rates are less than

1%.

Assuming a 0.3% appointment booking

rate, and a 20% win rate, it would take

6,264

[seller]

It’s pretty clear that cold

calling is also

bad for the seller.

It’s pretty clear that cold

calling is also

Wondering why cold calling has become less effective?

Wondering why cold calling has become less effective?

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.

But wait - what about voicemail?

Could a great message be the cold

call’s saving grace?

I got some bad news for you there

The number of people retrieving

between 2011 and 2012.

The number of people retrieving

between 2011 and 2012.

Coca Cola & JP Morgan have done

away with voicemail for the majority

of their workers.

The number of people retrieving

between 2011 and 2012.

Coca Cola & JP Morgan have done

away with voicemail for the majority

of their workers.

from unrecognized numbers.

Cold calls are bad for the buyer, and

bad for the seller.

Cold calls are bad for the buyer, and

bad for the seller.

It’s time to kill the cold call.

Now that we’ve buried the cold call

what do we do next?

Turn up the heat.

Warm calls and emails:

• Capitalize on demonstrated buyer interest

• Are relevant to the buyer’s unique situation

• Respond to trigger events

• Take advantage of referrals

Here are a few examples with templates to get you started.

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?

Research shows that cold emailing is on the decline, and

I worry that you’re not reaching your customers as effectively as you could be

My company advocates for warm emailing, an approachthat 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%?

Warm email #3:

Responding to a trigger 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?

Peggy mentioned that you were looking for a new sales email system Could we schedule a quick call to discussthe sales email situation at Business Y?

Excited to get your warm email

system cranking?

Excited to get your warm email

system cranking?

There are just a few steps you’ll

need to keep in mind.

1 Find good fit buyers to target

HubSpot’s free CRM contains a

Procter & Gamble

VimboWikivu

COMPANY INSIGHTS

Domain

zzzquil.com

vimbo.comwikivu.com

Find valuable new prospects

By country

By industry

Country

Industry

Start searching for

your perfect fit

Procter & Gamble

2 Track your emails

Get notifications when prospects open your email, so you can capitalize on their

attention in the moment

Christopher O has opened New Proposal

OPENED 10/14/2015 in Massachusetts United States

2 Views

Mute Thread

Anum H has opened Fall Inventory List

OPENED 10/14/2015 in Cambridge, Massachusetts

30 Views

Mute 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 situation and personalized to them

3 Research

Research your buyer to make your message relevant

to their situation and personalized to them

Learn more about your buyer on:

Linkedin Twitter Company

Site PersonalBlog Google IndustryNews Media PagePress & SEC.gov

4 Get notified about trigger events

Use Google Alerts to set an alert for your target

companies and industries.

AlertsMonitor the web for interesting new content

Apple

This will create an email alert for esnider@hubspot.com

CREATE ALERT Show options

5 Work your network

Before reaching out to a new prospect, check LinkedIn

to see if you have any shared connections.

If so, reach out and ask if your common acquaintance

would be willing to introduce you.

Your warm email checklist:

Target good fit buyers

Track your emails

Research Get notified about trigger events

Work your network

Research

Your warm email checklist:

Target good fit buyers

Track your emails

Research Get notified about trigger events

Work your network

Research

Use a CRM

Procter & Gamble

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?

Cold calling had a good run, but it’s

time to give buyers what they really want.

Warm outreach = Happier buyers =

More sales =

Happier sellers

And that’s an equation we can

all get behind.

Are you commited to serving

today’s buyer?

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