Cold calls are dead

With the rise of social selling, automated email cadences, and other tech stacks that reduce salespeople's time on the phone, it's no wonder that cold calls are dying out.?

Or are they??

Let’s take a moment and look at why people think they can’t call prospects out of the blue.?

“They’re probably busy.”

“Most likely on lunch now, I’ll pop them an email instead”

“I know this gatekeeper will never let me through”?

“They're way too senior, they won’t take my call anyway”?

The list goes on.

But in reality, these comments are just barriers—big barriers—that salespeople are putting up for themselves.?

In my opinion, 95% of a salesperson's role is determined by their mindset. Maybe more. The reason for this is because if you were to take the barriers mentioned above, flip them on their heads, and say instead, “If they have a problem I can fix, then they'll be glad I called," that would change the way you think about picking up the phone.

Not only that, but if you’re desperate to book some time in with your prospect, you’ll sound like a child begging to stay up for another hour on a school night.?

Personally, I think cold calling is actually the best route to build trust and credibility with a prospect.

You can find out what’s happening in their world, what’s keeping them up at night, and what they’re doing, or not doing, about it. You can also get to a "no" quicker.?

Emails on the other hand. You’re up against so much competition. Well, it’s like fighting against a swarm of wasps on a hot summer day when your 2-year-old has dropped his ice cream all over him. They’re everywhere, and you have no way of stopping them.?

Of course, there are so many great tools out there to help you write the ‘perfect email’ to help you stand out from all the noise in your prospects' inbox. Ultimately, you will still end up under a mountain of others. Even worse, spam. Not only that, but the great tools that assist salespeople in crafting the ‘perfect email’ will be used by others, meaning your masterpiece will now look similar to that of your competitors.?

Even if you do get some traction via email, you still have to speak to them, so why not cut that email stage out??

Don’t get me wrong, email and other channels can play a part in sparking curiosity, particularly in the enterprise space, but the ratio between those and pure phone calls is still massively outweighed and underused.?

With so many people believing that calls will not work, it just makes it that much easier for those who do pick up the phone.?

So if you’re reading this and still believe that cold calls are dead, just know that while you’re commenting on your prospects' Linkedin post, crafting your perfect email, changing the font, and thinking of a killer subject line, someone else will be dialing your ICP’s number.?