Let's be honest. Who likes seeing an unknown number come up on their phone?
I'd bet that we all let that slide straight to voicemail. See if they leave a message, and if not, probably Google the number to see who it is.
Am I right?
Probably.
Unsurprisingly, there has been a significant shift in how businesses approach prospecting and customer engagement based on what is working and the behaviours of the person being prospected.
Also, post-COVID, who is even at their desk anymore? Our lives are busier than ever, and as I said above, no one likes unknown calls coming through on their mobile phone.
The once-dominant practice of cold calling is increasingly seen as outdated, intrusive, and ineffective.
In today's cultural and technological environment, the reality is that no one wants to be cold-called anymore.
Prospects prefer to engage on their terms and through channels that allow them to opt into conversations. This shift has left cold calling an archaic practice that often does more harm than good.
But is there a place for a phone call in your sales engine?
The changing dynamics of buyer behaviour
The way buyers and prospects interact with salespeople has fundamentally transformed.
People no longer appreciate being interrupted by unsolicited phone calls. If indeed they ever did?
But this is especially true in a world where personal and professional boundaries are more blurred than ever.
The digital age has empowered consumers to control how and when they interact with brands. Whether through email, WhatsApp, or other digital platforms, prospects are more likely to engage when that channel allows them to opt into conversations rather than being forced into them.
This shift in behaviour is not just about preference but also about efficiency. Buyers want to qualify someone's potential value before committing their precious time to a conversation.
By its very nature, cold calling disrupts this process and attempts to force a dialogue, which can often lead to resistance and frustration.
The challenge with cold calling is not just its intrusiveness but also its inefficiency. The odds of catching someone at the right time, in the right mood, and with the right level of interest are slim. This makes cold calling a low-yield, high-effort activity that often frustrates everyone.
The rise of digital channels
On the other hand, an approach via email or LinkedIn means prospects can access many different data points before deciding to ignore or engage. And they can do it on their terms, at a time that's convenient for them.
Because of this, email and LinkedIn have proven to be far more effective for top-of-funnel prospecting. These platforms allow prospects to see the value that a salesperson can bring before they commit to a conversation.
A well-crafted email or LinkedIn message allows the prospect to engage on their terms, at their own pace, and when convenient. This approach is far less intrusive and more respectful of the prospect's time and attention.
Moreover, digital channels provide a platform for value-led messaging.
When a salesperson can communicate the benefits of their product or service concisely and compellingly, they increase the likelihood of the prospect opting into a conversation.
This opt-in approach is far more aligned with the way people make decisions today, making it a more effective method for initiating contact with potential customers.
The role of the phone in the modern sales funnel
Let's be clear. I'm definitely not saying, "Don't ever pick up the phone".
Far from it. Instead, use the right tool for the right job at each part of your sales funnel.
While cold calling may decline for cold prospecting, the phone remains a precious tool when used at the proper sales funnel stage.
Once a relationship has been established through digital channels and the prospect has shown interest, a phone call can effectively accelerate the relationship and move the conversation forward.
The key is to use the phone strategically. Rather than relying on it for initial contact, sales professionals should leverage the phone in the middle to bottom stages of the funnel.
At this point, the prospect is more familiar with you and is more likely to be receptive to a conversation. A phone call at this stage can deepen the relationship, clarify any outstanding questions, and ultimately move the prospect closer to a purchase decision.
Overcoming reluctance to use the phone
Despite the decline of cold calling, some sales professionals may still hesitate to pick up the phone, even when it is the right tool for the job.
This reluctance could be due to generational differences or a preference for digital communication platforms like email and LinkedIn. However, sales teams need to recognise the unique value of a well-timed phone call.
The phone can be a powerful tool when used with other communication methods. For example, following up on an unanswered email with a quick phone call can create multiple touchpoints and increase the chances of a successful engagement.
This multi-channel approach allows sales professionals to reach prospects through different means, maximising their chances of initiating a meaningful conversation.
Let's wrap this up
Stop cold-calling at the top of the funnel. You're wasting time when you could be using significantly more time-efficient and effective channels and tactics to build your top-of-funnel pipeline.
However, while cold calling may no longer be an effective top-of-funnel strategy, the phone still has an important role in sales.
The key is to use it strategically, in conjunction with digital channels, to engage prospects at the right time and in the right way.
By respecting the preferences and behaviors of modern buyers, sales professionals can build stronger relationships and achieve better results.