With all the competition and information overflow, it gets harder and harder to find prospects and turn them into loyal customers. Sometimes it feels like you actually have to go to the street and literally catch people’s hands to be able to show them your product. Of course, it does sound ridiculous. However, there are sales techniques that work pretty much like that without looking or being ridiculous. Those are cold calling or cold emailing.
There are many people who consider these selling techniques outdated and non-effective. And even though their success rate is not the highest, they remain popular and widely-used. Many marketers call cold calling as one of the best practices for sales productivity. Let’s look at the difference between cold calling and cold emailing, and try to answer the question of which of them is more effective.
Does email and cold calling still work?
They do work; otherwise, there would be no reason for such a discussion. Though the modern world applied some changes to both the shape and meaning of cold calls and emails. For example, let’s take a look at when emails just became popular.
People were creating virtual mailboxes and expecting emails like a child would look forward to getting Christmas presents. Now it’s quite the opposite. According to stats, regular office worker usually receives more than 121 email in just one day. It’s impossible to pay attention to all of them, and even trying to answer half of them.
The same story happened with the phone calls. At some point, people were excited about getting a call. They didn’t even mind those cold calls. But then the number of calls per day grew dramatically, and it stopped being fun. Nowadays, many people turn off all the signals on their cell phones to prevent any related distractions. It looks like there is no chance for sales people to get through and suggest their product or services. However, they still can do it even though it has become a more complicated task requiring more training and effort.
Cold calling is a phone call or personal visit from a business to a potential customer without being sure that this particular customer is interested in buying products or services offered by the business. It is one of the important tools used by sales departments around the world to convince potential customers and close as many deals as possible.
Cold calling done professionally can be very productive even though the general image of the whole process is somewhat messed up. At some point, too many untrained representatives were calling people too often. Specialists must be truly professional to manage getting a hold of a person. But metrics prove that when it happens, deals often get closed fast.
Cold calling is also the fastest way of contacting prospects. Imagine having a list of people that might be your potential customers. Finding out if there is a chance of turning them into real customers takes plenty of time. Calling makes this process less time consuming as the reply can be obtained right away, along with the feedback concerning the call itself.
Sometimes it’s hard to reach somebody you need as there are many gatekeepers preventing it. Finding the right phone number to get directly to the person-of-interest might be a pain. And even when you find it, troubles don’t end as you need to find the right time to call, and the right way of starting the conversation to grab their attention instead of being an annoying intruder.
When to Call
Cold calls work pretty well when several factors meet each other. The specialist should be trained and confident, the proper prospect should be contacted, timing should be right, and of course, the product should be interesting to the prospect. In that case deals can be closed quickly and easily.
We’d like to mention that social network profiles can serve sales representatives well when it comes to choosing target audience. Conversion rate significantly grows if you contact those who are potentially interested, instead of just random people. The only drawback is that not always can you find direct phone numbers.
Cold emailing is sending an online email or message through social networks hoping that the recipient will be interested in buying products or services offered by the company represented by the sender. This method has been used for a while now, but it still has potential.
Cold emails are often considered to be a better way of reaching modern business people who are constantly busy and unable (or unwilling) to pick up the phone. Written form is often more appealing because, in case of being interested, you can add the letter to favorites and get back to it when the timing is better.
You can include additional files into your messages, for example, presentations, pictures, links to videos, etc. Sometimes it can work to attract attention and work to your benefit. Marketing a product with additional materials is often easier.
With emails, you have to wait to find out the answer. There are no guarantees you will ever get it at all. It can leave you wondering whether the person isn’t interested, or just didn’t get to read your message. Sometimes it might be a good idea to use email for initial contact, and then try following up by phone. In this case, there is a risk of the person being totally uninterested and annoyed for being contacted again. It can stress out salespeople and influence the company reputation in a negative way.
To create effective cold email, you need specialists with outstanding copywriting skills. However, you can find a compromise and have a template created. Thus, you can just send it to all prospects automatically. It is convenient, though way less personal, which reduces the chances of getting a response.
When to Email
Cold emails can be very effective for b2b sales. Knowing that the company is interested in the products or services you provide, you should only spend time on searching who is responsible for picking potential partners or contractors. If you find the right person to write to, they might do the work for you by redirecting information to decision makers.
Emails can serve in the best way for simple goals such as scheduling meetings or phone calls, and answering some questions concerning the offer. They can prepare your prospects and persuade them, though it’s always safer to arrange a face-to-face meeting to actually close the deal.
Here is a table where we compare cold calling and cold emailing. As you can see, both methods have plenty cons and pros. We hope this comparison will help you generalize the information to be able to use it more effectively.
|Cold Calling||fast way of contacting prospects|
voice communication allows to use intonation
sometimes provides you with instant feedback
|require special skills|
can be a bit scarier than other tools
sometimes it’s hard to find numbers
can be more expensive
time-consuming and hard to be scaled
|Cold Emailing||more visually appealing|
can be read anytime
can be scaled easily
|takes time to get the answer (or not get it at all)|
requires copywriting skills
can be considered spam
automation can take time
How You Can Use Closer.bot for Cold Sales
There are tools that can assist you when it comes to cold sales. One of them is Closer.bot which is meant to help you close more deals. Basically, it can help by providing you with an opportunity of integrating Hubspot or other CRM with Slack. It significantly increases possibilities of tracking and analyzing your sales data. From activity logging to performance reviews, Closer.bot is a great assistant. With this tool, you can:
- add leads and update information in a convenient way
- make notes and keep communication more personal
- prioritize your leads for better performance
- set reminders for timely follow-ups
- get reports on your team efficiency
- update Hubspot without logging in
Summing up, when you desperately need new customers it often comes to this choice – cold email vs cold call. Obviously, both methods have advantages and disadvantages. It would probably be wrong to say that one of them is better than the other. The choice should be made for each particular situation. However, it often happens that you can use both methods at the same time without having to choose the one.