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The New Way to Make Cold Calls in 2020

Cold calling has always been an important part of the sales process. But the days of contacting prospects completely cold over the phone are long gone — or at least they should be. 

Today, there are several tools available to save salespeople time and energy in reaching prospects. Cold emailing software, such as Lemlist, Mailshake and Woodpecker, can help you automatically send personalized cold emails throughout the day. LinkedIn automation tools, such as Cleverly and DuxSoup, can help do the same on LinkedIn. 

While automated emails and LinkedIn messages can definitely help generate opportunities, they are only the starting point for a solid prospecting process. After running a cold email or LinkedIn campaign, you’ll have a large group of users who didn’t respond (or even open) your initial message.

While some may respond to more follow-up messages, certain prospects will never respond — either because they won’t see your message or because they will just decide not to reply. However, some of these prospects could still be clients if approached in a different way. 

To effectively reach as many prospects as possible, you have to cold call the prospects that didn’t respond on other channels, but using automation tools to begin your sales process helps to take the “chill” out of the cold call. 

Sending cold emails and LinkedIn messages is cheap and takes minimal time, so it’s a no-brainer. The advantage is that some of the prospects you call will already be familiar with your pitch if they read your previous message. 

While some prospects will still shut you down regardless, you’ll have several prospects who are more open to engaging in a conversation because you’ve already established familiarity. 

The Approach

Many people are intimidated by cold calling, in part because they get overwhelmed with having to introduce themselves, their product or service, qualify the prospect and move towards a sale. However, to make effective cold calls, you should just have just one objective in mind: give the prospect one compelling reason to pay attention to you and your offering. 

One solid, measurable result from a previous campaign or a compelling claim is enough to move interested prospects to the next stage of the sales process without having to push the prospect. 

By thawing out an otherwise cold prospect with initial communication via email or LinkedIn, you increase the odds of moving the prospect through your sales process more efficiently and effectively. 

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Charlie is the founder of ProspectAim. He has a passion for sales and helping businesses grow through the consistent use of proven prospecting messaging and techniques.


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