- Cold calling outbound prospecting does not work. When I hear this comment, it makes me giggle. You only have to take 20 seconds to look at the latest online job advertisements for Business Development Managers (BDM). 7 out of 8 times one of the key criteria for a BDM is that they can generate their own leads, including picking up the phone and prospecting. It is a highly sought-after skill. Also, it is a litmus test for any Sales Director hiring their next BDM. If a BDM can pick up the phone and close self-generated business, then they know that BDM can grow existing accounts, acquire new accounts through referrals, and respond well to inbound marketing leads. The truth of the matter is that cold prospecting over the phone is super hard work and not every BDM is willing to do it or can do it well.
- Social selling is more effective than cold outbound prospecting. Yes, you can generate good quality opportunities from Social Selling. Yes, it requires a significant effort over a period of time to build your network, educate folks and take them on a journey, and establish yourself online as a trusted expert in your area of expertise. However, if you are only relying on Social Selling and not using the phone to prospect, you are sadly missing out on a significant opportunity. I have watched with amusement the great lengths Business Development Managers go to, so they do not have to pick up the phone. Such sales activities include reconnecting with their network, working their first level network and building out a second level network to work by referral, sending targeted prospect emails, attending the “opening of an envelope” to meet people in person to network with, attend very expensive industry events, and blast out countless “copy and paste” LinkedIn connection requests or InMails all in an attempt to find new quality prospects to speak to. LinkedIn has been around since 2002. Very few senior executives respond to the blizzard of LinkedIn connection requests or InMails. In reality, you need to use all the tools at your disposal to prospect, including picking up the phone to find good quality sales qualified opportunities.
- Senior Executives do not take unsolicited phone calls. In the digital age professional buyers or senior executives are bombarded with sales messages, to the point they need to switch off from the “noise” to get through their working day. Senior executives are on video conference after video conference or using their time trying to catch-up on the tsunami of emails they receive. Then they need to make time to think, and problem solve and close themselves off to any distractions including social channels, SMS, email and receiving phone calls. Yes, getting to a senior executive by phone has got more difficult but it is not impossible. And the very reason why you make the time to prospect over the phone is because the Senior Executive will feel a sense of obligation to be professional and polite and take the time (albeit 10 seconds) to hear you out (naturally, not in every case). It is just too easy for a Senior Executive to ignore an email, InMail or not respond to some other kind of online sales message.