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Northeast HVAC News Guest Column

Does cold calling work for B2B Commercial Marketing?
By Melissa Rich-Landis

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 face-to-face appointments.

Rich Enterprises Inc provides marketing services that include: cold calls, warm calls, lead generation, appointment setting as well as market research. Not every business needs all types of marketing services but all businesses need new revenue streams in order to build their sales pipeline and grow.

Our marketing packages include:

Contact list if based on SIC and geographics
Company goals
Sample call scripts
Sample voicemail scripts
Sample appointment confirmation scripts
Sample email scripts
Common objections and rebuttals

Contact us to create your next custom marketing program! (888) 443-5247 .

Rich Enterprises, Inc. was founded in 1999 on the premise that businesses must not only maintain, but must always seek new revenues and opportunities in order to succeed.
Our sales team is anxious to provide information about products, pricing, and answer your questions. Rich Enterprises, Inc. is responsible for a wide range of sales outsourcing services and looks forward to creating a sales solution and program that best suits your needs. For more information visit




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