Cold Calling 2.0

Wednesday, August 18th, 2010 , 5 comments

In a world of new technologies, the world is embracing Web 2.0 and the new ways in which business is conducted. Interaction is now broader and more varied, and people have a huge range of information at their fingertips.

Yet some things about business just don’t seem to have changed yet. Cold Calling is one of these.

Just as delivering a presentation that is company-focused and not audience-focused will leave presenters and audiences unsatisfied, a call with no relevance will leave both salespeople and prospects unsatisfied. Cold calling – that is, calling people you do not know and who are not expecting your call – often wastes time and money, producing fewer qualified leads, which ultimately are what result in a sale.

In Sales 2.0, the B2B buyer is in control. The buyer knows what she wants to buy, and she has heard enough sales pitches that she is beginning to distrust, or even dislike, them. Salespeople must better understand prospects’ needs, and engage with them in a more relevant and effective manner. Sales is now even more about listening to prospect’s needs and behaviours, and identifying who you can help, and how.

Rather than spending time trying to sell to the wrong people, salespeople should instead spend their time identifying who the right person to speak to would be, and what kind of needs the prospective company has. This means doing more than just pick up the phone. Yes, it’s about research, but it’s also about engaging with prospects and finding out what they want. Give them the option to find out more about you. How about sending them a link to a few slides online, via a hosting site such as myBrainshark? Or even use a platform such as LiveMeeting to deliver an interactive presentation, so you could talk about what is most relevant to them?

The key is to find the person you should talk to. Asking the right questions and doing the right research will save you time, effort, and money – and your prospects will appreciate it.

The email study was conducted by Aaron Ross.

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5 Comments to Cold Calling 2.0

  1. #1

    Alen Majer

    2:51 pm, August 19th, 2010

    Very useful, although the term Cold Calling 2.0 is not new, I used it in my book Trigger Events in 2007.

  2. #2

    Joby Blume

    3:22 pm, August 19th, 2010

    Maybe this is Cold Calling 2.1 then Alen!

  3. #3

    Drew Hunt

    8:09 pm, September 9th, 2010

    This article was great indeed, its very informative especially to those newbie here in the industry. We really do need a prospect to do the cold calling in our business. And we must be aware of things that are included to that field. If you have time and want to know more about this please check my blog at

  4. #4


    10:55 am, August 1st, 2013

    Good site!

  5. #5

    Jessica Pyne

    1:36 pm, August 1st, 2013

    Thanks Talaha – glad you’ve found useful!