Northeast HVAC News Guest Column
Does cold calling work for
B2B Commercial Marketing?
I have to say yes! Cold calling is an effective
way to gain access to decision-makers and key player executives.
Commercial salespeople need to approach cold calling differently
-- and should use cold
calling to cultivate an internal referral and not to initially
call the key player.
What is the benefit of an internal referral?
A survey of senior executives was conducted to determine under what
circumstances they would respond to a contact from an unknown
salesperson. Responses showed that eighty percent (80%) of senior
executives are unlikely to ever respond to an inbound sales call.
Not great odds. Other than golf, not many people enjoy an effort
that yields such disappointing results.
The executives surveyed further indicated that the most likely way
to gain access to them is a referral from someone inside their own
company. Eighty-four percent (84%) will always or usually respond to
an internal referral.
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Can you use cold
calling for other business contacts? Yes. Many contacts that are in
business conduct businesses via phone or email compared to strictly
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· Company goals
· Sample call scripts
· Sample voicemail scripts
· Sample appointment confirmation scripts
· Sample email scripts
· Common objections and rebuttals
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