Cold calling isn't dead, you're just too scared to do it
Yes, customers are more enlightened than ever. Yes, they don't need you anymore. Yes, it's much nicer to generate a steady flow of leads from content marketing. Yes, you want your product to "sell itself".
That my friends, is what I call "The Dream". We're all striving towards "The Dream".
I'm not telling you that cold calling is the only way. Don't put all your eggs in one basket. Do content marketing, work with paid acquisition, work with LinkedIn InMails. Don't stop doing all of those things, but don't wait for them to deliver the thousands of warm leads per day you're longing for.
Until you have that lead velocity, you need to generate your own flow of prospects, and the best way to build a pipeline of prospects is still to pick up the phone.
BUT COLD CALLING IS DEAD, AARON ROSS SAYS IT DOESN'T WORK ANYMORE?!
It's not likely less effective, it's just a simple sampling error. You don't want to do it, so you don't do it very often. When you pick up the phone and reach out to cold prospects, you're out of practice - so you assume it doesn't work when they don't bite straight away.
For the purposes of this post, I conducted a simple experiment. I called 30 absolutely cold prospects over the course of two days, and gave them a 30 second pitch.
My name is James and I’m calling from a Stockholm based company called Sparta. How are you?
Have you got a couple of minutes?
I’ll keep it really short, but like I said, we’re a Stockholm based software company called Sparta and in short we build tools to help sales teams run better sales competitions in order to drive organic revenue growth. We’re seeing great results and working with [insert references customers in their industry].
Anyway, I don’t want to take too much of your time over the phone, but I’d love to find a gap in your calendar for next week to discuss whether we could help you guys! A web demo shouldn't take more than 20 minutes."
Here are the results:
In short, in just two days, I now have 12 booked demos, 8 people who want more information and only 10 people were not interested at all.
Our ambition at Sparta is to build a low-touch, scalable sales model, driven by inbound leads, but until we get there - we're still using the good old trusty phone.