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What's the best way to test cold calling strategies and measure their impact?

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Cold calling is a challenging but essential skill for sales professionals. It requires a combination of research, preparation, persuasion, and resilience. But how do you know if your cold calling strategies are working and what impact they have on your sales performance? In this article, we will show you how to test and measure your cold calling strategies using a simple and effective framework.

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1 Define your goals and metrics

Before you start testing your cold calling strategies, you need to define what you want to achieve and how you will measure it. Your goals should be specific, measurable, achievable, relevant, and time-bound (SMART). For example, you might want to increase your conversion rate, average deal size, or customer satisfaction by a certain percentage within a certain period. Your metrics should be aligned with your goals and reflect the key stages of your sales funnel. For example, you might track the number of calls made, the number of contacts reached, the number of appointments booked, the number of proposals sent, and the number of deals closed.

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?? RYAN PEREUS ??

My life is cold calling. Also, author of Trust Call ????, the only publicly available book on a fully comprehensive cold call method connecting foundational philosophy to frameworks
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Here is what we use at Superhuman Prospecting for our clients: ??DM Convo Rate on Dials: number of decision maker or stakeholder conversations based on number of dials ??ASR on Convos: number of appointments set based upon the number of decision maker or stakeholder conversations ?? ASR on Dials: number of appointments set based upon the number of dials made These three are the primary metrics that speak to a lot of what is going on with the performance. They speak to how well we're getting to the right people They Speak to how well we're converting the conversations that we have They speak to how well we're converting based upon the number of dials we make And there are a thousand questions that those comments open up.

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2 Choose your variables and hypotheses

Once you have your goals and metrics, you need to choose what variables you want to test and what hypotheses you want to validate. Variables are the factors that influence your cold calling outcomes, such as your script, your tone, your timing, your offer, or your target audience. Hypotheses are the assumptions that you make about how changing your variables will affect your metrics. For example, you might hypothesize that using a more personalized script will increase your contact rate, or that calling at a different time of the day will increase your appointment rate.

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?? RYAN PEREUS ??

My life is cold calling. Also, author of Trust Call ????, the only publicly available book on a fully comprehensive cold call method connecting foundational philosophy to frameworks
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This is a great recommendation. At Superhuman Prospecting, we've identified the 4 Elements to Cold Call Success ?? Product Relevance ?? Target Market Accuracy ? Messaging Strength ?? SDR Fit A lot of the successes are failures from cold calling can come from these four elements. Looking at the feedback from our calls allows us to make adjustments based upon these four elements. It's a continuous improvement process upward and upward

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3 Design your experiments and collect data

Next, you need to design your experiments and collect data to test your hypotheses. You can use different methods to conduct your experiments, such as A/B testing, split testing, or multivariate testing. The main idea is to compare the performance of different versions of your cold calling strategies and see which one produces the best results. You should also collect data from reliable sources, such as your CRM system, your call recording software, or your feedback surveys. You should aim to collect enough data to make statistically significant conclusions and avoid biases or errors.

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4 Analyze your results and draw insights

Finally, you need to analyze your results and draw insights from your experiments. You should use appropriate tools and techniques to visualize, summarize, and interpret your data. You should also compare your results with your goals and hypotheses and see if they match or not. You should look for patterns, trends, correlations, or anomalies in your data and try to explain why they occur. You should also identify the strengths and weaknesses of your cold calling strategies and see what you can improve or replicate.

By following this framework, you can test and measure your cold calling strategies and optimize them for better sales performance. You can also learn from your experiments and apply your insights to other aspects of your sales process. Testing and measuring your cold calling strategies is not a one-time activity, but a continuous cycle of improvement and learning.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Richard Harris?

4x Salesforce Sales Leader 5x AAiSP Top Sales Leader Teaching revenue teams how to #EarnTheRight to Ask Questions, which questions to ask, and when.
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The biggest mistake I see are leaders and founders thinking the testing takes just a few days. The expectations are completely out of whack. It’s rare that a couple falls in love at first sight, and it lasts forever. Sadly leaders fall in love at first site and then want to breakup in 2 weeks because they themselves were not willing to commit to a real baseline of testing. 100 live pickups won’t cut it for a baseline.

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What's the best way to test cold calling strategies and measure their impact?

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1 Define your goals and metrics

2 Choose your variables and hypotheses

3 Design your experiments and collect data

4 Analyze your results and draw insights

5 Here’s what else to consider

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