The death of cold calling is near. Audio cassettes, CRT TVs, and typewriters have all been replaced by new technology.

It’s only a matter of time before we see the last of that one too.

The cold call is becoming obsolete, so I want to talk about how you can prepare for the coming extinction.


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀

Rotary Phones Are Retro, So is Cold Calling

Cold sales calls are made to potential prospects with only the most basic information available.

It takes 18 call attempts to reach a prospect. Why is it that cold outbound sales calls have been the backbone of our industry for years?

When a company is driven by heart, it inspires. But when they are only doing things for greed, it can be depressing.

But new movies will have to find a way because cold-calling is about as outdated as rotary dial phones. For two reasons:

  • Highly detailed user profiles
  • Self-selling by customers

What Lead to the Death of Cold Calling

Every day, people generate tons of data from their actions and interactions with others.

  • Credit card purchases
  • Web-page visits
  • Clicks on web-links
  • Location data from mobile apps
  • Watching a movie from an on-demand streaming service through your television
  • Relocation is a big decision and it often impacts many parts of your life.
  • Use of coupons
  • And much more

Another reason for the death of cold calling is that a lot of new technologies are being developed that will help improve the quality of life for many people. These include service requests by connected appliances or vehicles.

The problem with all that data is unless it’s collected and organized by customer data platforms (CDPs), then the information we’re getting from them doesn’t do us any good. CDPs create detailed user profiles for prospects based on online activity as well as offline sources like social media.

When it comes to achieving revenue goals, 83% of people surveyed said that the use of a CDP – or customer data platform- helped them achieve their goal faster.

CRMs are less comprehensive than CDPs, but CRM data is more up-to-date because it’s based on the salesperson interacting with prospects or customers further down the funnel.

Another way to help salespeople is by providing them with intent data. This tells the person if they are actively looking for something, like computer hardware.

A data provider, such as Bombora, can track visits to certain types of web content and determine if a company is actively interested in that type of product. For example new servers.

With Skimlinks, publishers share data about anonymized users that are interested in their products or services.

Smart salespeople will also check on LinkedIn and Google for any information that might be useful to their prospects.

Less cold than ever before

With all the buyer information available, businesses and consumers know more about each other now than ever before.

We have a system in place that can help salespeople know what VP to focus on. It is based on the buying authority they have.

Unfortunetly, death of cold calling is approaching. Along with traditional advertising, employers have to take advantage of new technologies such as targeted ads and social media.

With so many lead qualification tools, cold-calling is no longer as “cold” because people are much more likely to want to talk with you. In fact, the majority of unsolicited pitches now seem warm.

It’s likely that in order to be successful with cold calls these days, you need a nurturing campaign where the prospect knows who they are talking to. If someone doesn’t answer their phone when it’s called or is screening their call, then there might not even be an opportunity for them to talk back.

Technology advancement leads to the probable death of cold calling. Sending a handwritten letter is old-fashioned and inefficient. Sending an email or text message to someone with only scant information about them will get you better results.

Self-selling’s Rise

Another reason of the death of cold calling is that self-selling has become more popular.

Business users often use the internet for research and details before buying anything, such as big-ticket items like cars or TVs.

The thing about diversity is that it can both help and hurt salespeople.

I find it easier to sell my product or service because educated prospects come into the sale already knowing what they want and have narrowed down their choices.

I found that buyers are 57% of the way through the process before they contact a sales representative. They’ve already pre-qualified themselves, and all I need to do is wait for them at the bottom.

The downside to this is that instead of listening sympathetically and guiding the conversation, salespeople are relegated to last stages of the deal.

Inbound marketing is getting a lot of attention these days.

In order to attract searchers, you need to make sure that the content and other inbound marketing materials are right. You should have white papers, use cases, video demos, and buyer testimonies so they can convince a visitor – preferably by customizing it towards what your CDP or CRM is telling us about this person.

Case studies are often used in sales to help demonstrate the benefits of a product.

With inbound marketing, the buyer already knows a lot about the product when they contact you. That means that with inbound marketing materials like video demos and white papers, it is often unnecessary to provide an explanation of what your company does.

The Blind Date

People are meeting online and deciding whether they want to meet in person before ever speaking on the phone.

Old-line salespeople and old-fashioned romantics will be disappointed to know that cold calling is a thing of the past. Death of cold calling is gonna be historical and life changing. They need to get used to warm calls and self-selling.


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀
Editors Note:

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Justin McGill
About Author: Justin McGill
Justin McGill is the Founder of LeadFuze - a lead generation platform that discovers new leads for you automatically. Get 25 leads free.