Why Cold Calling Is Still Effective for B2B Business


Last Updated: May 27th, 2021

Guest Post by Andre Oentoro

In this digital era and highly competitive market space, businesses leave no stone unturned when it comes to attracting customers’ attention and engaging them. From the trendy social media campaigns to long-term explainer video campaigns, businesses have invested in sales tools that can boost their online presence, generate more high-quality leads, and skyrocket their conversion rates.

That being said, there is one traditional, old-school sales tool that still works just fine and effective today — especially for B2B business: cold calling.

Cold calling might get a bad rap because we've all received cold calls that made us cringe or even felt intrusive. But, just like any other marketing tactic, cold calling can be a powerful strategy if done well.

Not convinced yet? Here are some reasons why cold calling is still effective for B2B business and remains an important ingredient in sales despite all the more advanced digital marketing strategies out there.

Why do you need to call your prospects?

The cold call is not dead. In fact, it can be an incredible addition to your sales strategy mix. Here's why:

Creates human-to-human interactions

Thousands of new content pieces are uploaded to the internet every second. Most of them are so impersonal. But, when you call your prospects, you have an opportunity to create a more personal and meaningful interaction with them right off the bat.

This interaction plays an important role in generating prospects' trust and building a loyal customer base. And in the noisy digital world out there, prospects only interact with a brand that can understand them and offer value.

Provides a low-cost and quick marketing strategy

Another reason why cold calling is still effective for most B2B businesses is that it can help you quickly connect with prospects without spending too much time and money. This makes cold calling still look appealing for B2B that are on a tight budget. 

You don’t have to wait days or even a week to get your sales email to be replied to (if it doesn’t end up in the trash folder!). With cold calling, you can get a direct answer from your prospects whether they are actually interested in your product or service or not.

Conveys your message clearly

Without the benefit of voice tone, you run a higher risk of misinterpreting the meaning of communications. That’s why text-based content such as emails or articles can be easily misinterpreted and misunderstood. 

Cold calls help you to convey your message directly and clearly. You can explain your brand’s core value seamlessly and straightforwardly. Your prospects can understand and retain the message you deliver, helping them to make an informed decision faster.

Increases prospects’ interactivity

Other sales tools like emails, blog posts, videos, and even forms provide one-way information, where prospects have to sit back and absorb the information they are served. They might have questions and don't want to wait hours or days just to get the answer.

A cold call offers you a two-way dialog. In this case, it makes it much easier for your prospects to be actively engaged with your messages since they have more flexibility to ask specific questions and get the answer they need immediately.

Tailors messages for each prospect

Salespeople know that personalization is key in communicating with prospects. It makes them feel valued and extra special. In this situation, there's no one-size-fits-all sales message as every prospect has different needs and preferences.

But, if you do cold calling, you will understand what tone of voice and language you should use depending on the prospect you're talking to. By listening to their response and the way they talk, you will also gain more insight into their style and how they can process your message.

How do you do it right?

You can achieve all the benefits of cold calls mentioned above only if you do it correctly. On the other hand, if implemented poorly, cold calling will not only hurt your company's reputation but also can be a huge energy drain for your sales team.

Here's a quick checklist on how you can do the cold calling right:

  • Understand who you're calling. Always spend your time understanding who you're going to talk to. It will help you understand their hot buttons and build a better relationship.
  • Create a script. This will help you remember the core messages you need to deliver, making your call straightforward and to the point.
  • Introduce who you are. You're a complete stranger to them. To let you keep talking, they need to know who you are in the first place.
  • Offer value first and avoid any fluff. Nobody wants to be sold to. So go straight to the point. Make sure you offer the prospects your product value. Try to explain how it will help solve their problems. Remember, your prospects are busy.
  • Deliver consistent messages. It will help your messages stay structured and well delivered, avoiding any confusion. This way, you can achieve your goals seamlessly. 

Get cold calling to work for you

They say no sales rep makes cold calls anymore because nobody likes receiving them. However, the truth is that many sales reps still do it wrong. Done correctly, cold calls give the opportunity to open up the conversation straight away with questioning and gain insight into what is truly important to the prospect.

Cold calling can prove itself as a tried and true method of seller-generated lead generation. In other words, it remains a powerful sales tool that can be used to continuously add new prospects to your pipeline of selling opportunities.

Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).

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