Cold Calling Is Dead. Long Live (Smart) Cold Calling.

Cold Calling Is Dead. Long Live (Smart) Cold Calling.

Cold calling is tough. Super tough. Some claim cold calling is dead. Other's say cold calling doesn't work. While all of these are true, none of them is 100% true and valid for every sales scenario. B2B software sales are still largely driven by sales teams calling on their target accounts and figuring out opportunities and closing sales with people they never knew before. So no, cold calling is not dead. It's very much alive and still a big part of how sales happen in the B2B world. Now here's an important point though: cold calling done randomly doesn't work. Cold calling to random contacts that you can get for free online is useless and an utter waste of time.

Cold calling into accounts you know nothing about is like banging your head against the wall.  When you are selling your brand new product or service, I agree that you must explore and optimize all possible channels of generating warm leads including inbound marketing, SEO, email marketing, webinar marketing and so on. But you must realize that for a large percentage of B2B products and services, nothing happens without human contact and relationship building.

There is no escaping from getting on the phone and building a rapport with your prospects unless you are selling a simple sub-$100 web-based application.  So the important thing to consider is how can you maximize the productivity of your sales team's efforts by replacing random cold calling with smart and educated cold calling.

Random cold calling is when: 

  • You pick up a list from any source available and start dialing
  • You call into all sorts of companies without understanding whether or not they are qualified at a high level at least
  • You don't know who your key stakeholders are
  • You don't understand all necessary facts about your target accounts
  • You rely on cheap or free sources of large number of contacts who may or may not care about you or your products/services
Smart and educated cold calling works, though, and works like a charm. It is the foundation of most successful sales teams that can confidently generate new business outside of their existing Rolodex of contacts.

Smart cold calling is when: 
  • You understand your target accounts and build a specific list based on criterion you know qualifies them at a high level. 
  • You spend the time (internally or by outsourcing) to understand 3-5 high-level facts about your target accounts that help you to pitch smartly and in a personalized manner. 
  • You call on contacts with roles and responsibilities that reflect your decision maker and who will clearly understand the value proposition you are trying to pitch and guide you in the right direction. 
  • You present your sales team with qualified accounts with role-based contacts that are a phone call away. 
  • You focus on specific data that directly drives productive conversations for the sales team. 
  • You focus on quality then on quantity. 
  • You have a repeatable process to achieve this. 
The success of cold calling really depends on how you are doing it. Don't rely on Yellow Pages, large lists of companies and contacts from web companies that focus on quantity over quality. Focus on your specific needs, identify a process/system/partner that will deliver the precise data that you are looking for. Tweak and repeat and you are bound to succeed. 

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The quality of the contact data is well above industry average and our sales development teams have seen great success tapping into new geos using lead data from ReadyContacts. Their customer support and responsiveness also making working with them extremely easy.
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I have been pleasantly surprised by the quality of the leads purchased from ReadyContacts. The team there has been extremely easy to work with. They have been very responsive and stand by the quality of their leads. This allows my team to work in a very focused manner when identifying new opportunities in the market.

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Ready Contacts has been a great partner since we started ShippingEasy. They are wickedly fast and very open to feedback on lead quality, etc as we embark on new campaigns. We have found their leads to be higher quality than any other vendor we have tried. Their team is a pleasure to work with and always responsive.

When specialized datasets are needed, customers rely on Ready again & again.

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We had a need for a very specialised dataset to launch a campaign. I approached Ready Contacts to see if they could provide this dataset having tried other providers without any success. ReadyContacts rose to the challenge and provided us with a reliable dataset that met our criteria and allowed us to take on a campaign that we would otherwise have had to abandon.

Customers value Ready's responsiveness & professionalism.

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ReadyContacts consistently does an exemplary job of building campaign-specific marketing data sets, and is always unfailingly professional and responsive to work with.
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Ready was great to work with. They took the time to understand our needs to generate the best lead list for our requirements.

Fair pricing helps Ready build long term relationships.

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ReadyContacts is great to work with and always produced the results we wanted. They are fair with their pricing & always wanted to make sure we get the value for our investment.

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ReadyContacts has been instrumental in our demand generation strategy at Smartling. ReadyContacts continues to clearly understand our ideal customer profiles and buyer personas to curate accounts & contacts. ReadyContacts ability to deliver high quality leads while being flexible with our timelines has been instrumental in growing our pipeline. They have been a true partner!
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ReadyContacts has been an extremely reliable source to get embedded contact for our key targets accounts for marketing campaigns. I would recommend them without reservation.