Acquisition is tiki-taka

Acquisition with Impact

Does cold calling still work?

Sure!

And, of course, we have new legislation that makes cold calling more difficult, and buyers would rather receive an email or a LinkedIn message.

When we bring up this topic with marketing or sales professionals, we see these as the so-called "boxes."

1 – Cold calling is outdated

There is a belief that there are better ways to reach agreements.

Of course, there’s some truth to this mindset, because buyers are busier than ever. Even the best customers find an unexpected phone call “disruptive.”

The idea that you shouldn't bother people is one side of the coin.

The other side of the issue is practical—the investment required just to speak to someone is enormous.

“Cold calling is the best option after doing nothing”

2 – Action is followed by reaction

This line of thinking stems from the idea that sales is, after all, a game in which a proactive approach is valued.

Whether you're good at or bad at cold calling.

The numbers are important.

If you make enough calls, day in and day out, those appointments will come naturally.

It's not a matter of talent, but of discipline.

Opponents of this adage would likely call this approach “old school.”

“It’s not the best-looking guy in class with the most girlfriends, but the one who asks the most often.”

3 – It works if you're good at it

Yes, there are many ways to set up appointments. And making phone calls works well for sales professionals who are trained to sell over the phone.

So is it just for the old-school salesperson after all?

Yes and no.

Yes, because the salesperson has over 40 years of experience with cold calling, it’s almost a Pavlovian response to immediately pick up the phone (without drooling) whenever a sales call is on the agenda.

And no, because as a salesperson, you have to be convinced that you can learn any new technique—and for many young salespeople, making phone calls is simply a new technique.

Just as digital sales will be new to the old-school salesperson.

“It’s not about whether you can do something, but how well you can do it.”

4 – Cold calling is an important part of the process

“If you think you’re too small to make a difference, then try going to bed with a mosquito in the room,” an Afrikaans proverb

To be honest, I met the mosquito’s “second cousin” two days ago…

The Cricket

He managed to sneak into the house and hide in the ventilation system.

And whether his pitch makes an impact

It seems they can survive for 10 to 20 days without food.

Good luck

Every minute, he says hello to us.

Cheep, cheep, cheep… cheep, cheep, pfffff.

It's a perfectly executed mating call, but to be honest, it just annoys me.

And then a thought crosses my mind.

This is probably what prospects sometimes experience when salespeople say the same thing over and over again.

Call, call, call.

Email, email, email.

InMail, InMail, InMail.

Stop making noise and “sing” at different pitches using our tiki-taka acquisition method.

Video calls, email, LinkedIn audio —and vary the order.

And maybe, just maybe, the Cricket will be welcome next time.