In the software industry, everything evolves at an amazing pace. Programmers are often tempted to toss everything and start from scratch. We get excited about new trends and frameworks, and we think things will be much easier if we just replace the old code.

However, we have discovered again and again that when we do this, we lose valuable knowledge incorporated in the old code. You may call it “legacy,” but that word has a positive meaning.

There are many good reasons to do something over again in another way, using a fresh take on things. You should do so, but you need to build on the experience of the past, including your own experiences and that of others.

We should not replace our software but help it evolve.

The same thing is true in sales. We should never let the excitement behind a new trend make us toss all the experience we have gained in past. Humans are still humans, and basic sales mechanisms remain the same.

It's true that with the advent of social media, a lot of communication now takes place over the Internet. It's convenient and cheap, and it’s tempting to rely on this communication medium.

It's much easier to send an email than to call someone — that's why ‘cold calling 2.0’ is getting such hype. It sounds like it's too good to be true — and it is.

In terms of direct marketing, cold calling is actually one of the most targeted, efficient and effective ways to reach potential customers. Nothing beats having a real conversation with a prospect.

Developers of popular open-source software say they couldn't have done it alone. They say they are ‘standing on the shoulders of giants’, referring to all the work done by others to create software components, modules or infrastructures that are easily included when building new software.

Again, this is true for sales as well. It's not a bad idea to send emails to people, and it's not a bad idea to connect with them on social media. Those are brilliant new tools that we should use extensively. However, social media doesn't replace cold calling. Instead, it evolves the practice and adds new, smarter, more efficient ways to cold call clients.

The missing link in cold calling 2.0 is cold calling 1.0. The idea is to combine well-tested methods with new ideas and tools.

By now, you may be asking, ‘How do you build a toolbox that can harmoniously do all this?’

The answer is to avoid expensive, complex all-in-one solutions. Cherry pick your favourite tools instead and then connect them.

Most software has moved to the cloud and has started integrating with other programs, enabling you to exchange data across different tools. This exchange is easier than you might think. With API hubs such as Zapier, you can set up integrations in a user-friendly interface. You don't need to know a thing about computer code or APIs.

Here's the lists of CRM systems, email marketing tools and lead generation services you can connect.

Today, you can build a sales process like you’re building with LEGOs.

Just pick your favourite tools and put them together. For example, you can take your Unbounce leads and automatically transfer them to myphoner. When you mark a lead as a winner, you can automatically create a calendar event in Google Calendar. The list goes on. Here's a few more examples:

See more on the myphoner integrations page.

Now you are ready to create a real ‘cold calling 2.0’ strategy that stands on the shoulders of the best sales legacy you can get: a good old, regular phone call.