Should You Be Cold Calling When 'Social Selling'?
“The best cold call I ever overheard was 15 minutes of a sales development rep (SDR) discussing how the consolidation and vertical integration of the optical industry made it harder for new players to gain space on the board in the shrinking independent retailer market,” says Brandon Gracey, VP of Sales at Handshake Corp.
“If that leaves you scratching your head, it's probably because you don't work in the optical industry. Neither did the SDR in that call, but he booked a meeting with a prospect who eventually bought from us. In part because of that call and how we understood their industry and specifically addressed their challenges.”
Gracey says every buyer out there is receiving the same “Who should I talk with?’” email, going through the same screening, getting the same spin about “a product specialist who will be able to dive into that deeper.”
Fact: Successful B2B sellers use cold calls (not just email) to open discussions; not pitch.
Top sellers find prospects, qualify buyers and close them — using all available tools.
Want to consistently out-perform your peers? Become a superior researcher, be a diligent hunter and an exceptionally un-biased communicator. Don't make calls biased to the meeting or demo you seek.
Don't ask for the outcomes you want. Avoid having them on your mind.
Instead, use the phone to facilitate change-focused conversations that put customers in control.
An Absurd Debate
"Some CEO is in his office, busy running the company, a thousand things on his mind and suddenly ... ring ring ring ... 'Want a demo?' Some pimply faced SDR is pushing a demo on this dude," says Noah Goldman, adviser to CEOs of early stage companies.
Jeff Molander is the authority on making social media sell. He co-founded the Google Affiliate Network in 1999, and has been selling for 18 years. Jeff is adjunct digital marketing faculty at Loyola University’s business school, a social sales trainer and author of the first social selling book, Off the Hook Marketing: How to Make Social Media Sell for You. Most social selling trainers teach the value of engaging customers and providing relevant content. Then they demonstrate the technology. But no one tells you exactly how to produce leads and sales—using a proven, systematic approach to content. Until now.