The digital era is revolutionizing the way sales teams operate. Specifically, the longtime process of solicitation without prior communication, known as cold calling, is losing popularity. The reason for this demise is primarily the rise of the internet, where the buyer feels empowerment in making their own purchasing decisions and comparing competitors.
Sales professionals, meanwhile, are well aware that less than 1 percent of cold calls result in meetings, so they are open to embracing new forms as a result.
The Alternative to Cold Calling
Sales professionals are harnessing the digital age’s embrace of data that aids in targeting and strategy. Data science helps focus on the best prospects, in addition to how and when to contact them. As a result, it’s no surprise that 79 percent of sales teams are utilizing analytics technology.
Although outreach on digital platforms may entail a lack of initial communication, sales teams are using the information to show leads they are not being selected at random. Rather, data that leverages their interests and buying habits leads to the conclusion that they may be interested in the product or services a sales team is promoting.
Sales teams combine this prospect research with quality personalization, specifically addressing leads by name and perceived needs and desires. Comparative to cold calling, where leads feel like they are a generic part of a list of thousands, personalization in the form of digital outreach can inspire leads to take more of an interest. Personalized pitching with relevant data gives off more effort than simply dialing a phone number, something leads take into account.
Digital Sales Tools
Sales teams are also utilizing digital sales tools that aid in the personalization and prospect research processes. For example, teams can use Proofy to verify email addressesso they don’t waste time and effort in sending to addresses that do not exist. Similarly, plugins like Gmass help personalize mass emailswith a few clicks, so follow-ups and personalization are easy. These tools enable sales teams to harness the power of digital outreach and available data to produce a campaign that’s effective and comprehensive.
Internet, blogging platforms, social media and forums open new paths for salespeople to build relationships beyond the act of cold calling.
The Rise of Big Data
Big data is easier to obtain when you have readily available methods, like surveys and social media feedback. Still, readily available big data is obtainable on an accessible level, which is another reason cold calling is no longer relevant. A variety of consultation companies exist to aid in targeting and personalized email content, an option for businesses that are transitioning from cold calling quickly and abruptly.
Into the future, AI will play a large role in synthesizing datainto insight that can help a sales team tremendously, specifically regarding the identification of outliers and trends. The future of sales will very much involve AI’s role in data synthesis, in addition to growing sophistication in digital sales tools and big data. All this points to the imminent demise of cold calling as a viable solution in sales and marketing.
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