Cold Calling; Building Trust and Opportunities in the Digital Age

The Irreplaceable Human Element in Sales

In an era dominated by digital marketing and automated sales, the very idea of cold calling is facing skepticism. Some even go as far as declaring it 'dead,' believing that data algorithms and analytics can replace the human touch (or voice). This is absolutely false.

Cold calling adds a personal element that emails and social media messages just can’t. The ability to hear a human voice, and respond in accordance to a prospect's tone, questions and their objections creates a rapport that automated systems cannot replace. Unlike marketing campaigns that need time and data to get results, cold calling offers immediate feedback for the salesperson.

Breaking Through and Building Trust

We all encounter thousands of advertisements throughout the day, whether in our email inbox, social media feed, on a billboard, or on the side of a bus. We are so used to ignoring the marketing we see through the day, because there is so much of it, it’d require a full-time job just to keep track of it all.

So, how does one differentiate their message in a time where everything has been heard? Break Through and Build Trust.

A well-timed phone call, can cut through the noise. It grabs the prospect's full attention in a way that a text/email cannot.

Trust is also a crucial factor, and hearing a genuine, confident, human voice on the other side can build credibility much more effectively than words on a screen. Skilled salespeople can adapt their pitch and style based on the prospect, making each interaction tailored to the prospect, and providing value no matter the outcome.

Skilled salespeople do not get swayed easily by their emotions. They challenge the prospect’s beliefs in a respectful way, and know when to back off and when to apply pressure for a decision. Even after a full day’s worth of no’s, they remain respectful towards any prospects they talk to or receptionists telling them they 'can’t forward your call.' or "‘send an email’”.

Connection and Perception of Cold Outreach

Long-term business relationships are often built on personal interactions, and cold calling or personal cold outreach can lay the foundation for these connections. Dismissing cold calling due to one bad experience with a salesperson just trying to sell something unwanted or being rude is understandable but could limit your own opportunities.

Not everyone thinks the same, and a surprising amount of people are actually quite open when realizing they are talking to a salesperson who is honest, genuine and transparent. Most people wouldn’t believe the nature of conversations I’ve experienced with a prospect on the first call, some including personal experiences most people wouldn’t 'just' share, all because the prospect felt an honest and listening salesperson on the other end of the line.

Most people have had a bad experience with a cold caller or at least know somebody who have, that will always be in the back of their head every time they don’t know who is calling, and especially within the first bit of an unsolicited call. Try to leave a positive and respectful impression on the person you are calling, no matter the outcome.

Be better than the last person that called them.

• Their day has gotten better after speaking to you.
• Keep your enthusiasm, no matter the outcome.
• Their impression of your company is better after the call.

Resilience on the Phone and Personal Benefit

Most people get discouraged when they get rejected, and start procrastinating in all sorts of different ways. Most will experience a lesser fear of rejection after the first few hundreds call (not dials), but the procrastination will still prevail.

Just because someone tells you no now, doesn’t mean they won’t say yes another time. Leave a good impression for your company and yourself on the prospect, and don’t be discouraged. You’ll get them on the next call.

Outside of business and on a personal level, this can be applied to many other aspects of life.

The resilience you get from calling 100+ people during a working day is transferable to many other aspects of life. I myself have used this to land way more interviews and jobs then a CV ever would. Even having applications rejected to ending up getting the job, sorely based on my willingness to approach them with a personal “angle”.

Success is not the result of a single approach, but the cumulative effect of many conversations. Embrace every 'no' as a step closer to the next 'yes,' and let resilience be your guide in every aspect of life.

Use the relevant

While all the digital strategies have definitely changed the sales landscape, they have not made cold calling obsolete. On the contrary, combining cold calling with digital marketing can create a outreach strategy that increases engagement and conversion.

The declaration that “cold calling is dead” is not only untrue but fundamentally misguided. In this digital and ever-evolving world, the human touch is more important than ever. It enables businesses to break through digital noise, establish trust, and engage prospects in deep and meaningful conversations that lead to valuable and long-term relationships. The art of cold calling is not a relic of the past; it continues and will continue to drive success in modern business. I believe that embracing this approach can open doors to new opportunities both at a personal level and business-wise.

In what ways does cold calling force us to confront our fears of rejection and failure?