Cold Calling in 2023: Adapting to a New Sales Landscape

Jeppe Liisberg
Jeppe Liisberg
  • September 7, 2023

Is Cold Calling Dead in 2023?

The year is 2023, and the debate around the relevance of cold calling in today's digital age continues to create buzz in sales circles. With advancements in AI and automation revolutionizing modern sales strategies, one can't help but wonder: is the traditional method of cold calling on the brink of extinction? Or does it still have its place in a world that increasingly relies on multiple channels of communication?

In this Myphoner article, we'll dispel the myth that cold calling is a dying art. Instead, we'll show you how it's evolving and remains an essential part of a robust, multi-channel sales strategy, especially in the era of AI and digital communication. 

We’ll also throw in some useful cold calling tactics that you can implement to ensure your strategy is successful. Let’s dive in!

What is Cold Calling?

Cold calling is a sales technique that businesses use to reach out to potential customers they have never interacted with before. It’s centered around phone-based conversations with the goal of pitching your product or service, setting up a meeting or securing a sale. You’ll be able to determine if your prospect is interested in real time. 

However, most businesses that implement cold calling today don’t fully adhere to its original meaning. Cold calling has adapted to reaching out to prospects that have been collected through lead generation, which helps save the time of your prospects and sales team. 

To elevate your cold calling technique you can consider using a simple and reliable tool like Myphoner. It offers powerful outbound lead tracking features so that you can efficiently collect and organize new leads for cold calling. You’ll be able to improve your call queues, distribute your leads dynamically, and even outsource your telemarketing.

Viewing a lead in Myphoner

Source: Myphoner

Why Cold Calling is More Relevant Than Ever

In an era where inboxes are flooded and social media feeds are overcrowded, standing out as a brand or a service provider is a Herculean task. That's where cold calling comes in. Contrary to the belief that it's a dated method of outreach, cold calling has never been more relevant. Let’s dive into the specific reasons why.

The Edge Provided by Personal Contact

Imagine the difference between a templated email landing in your inbox and a well-timed phone call from a knowledgeable representative. The latter not only demands immediate attention but also provides an invaluable opportunity to establish a personal connection. In the age of bots and automated messages, the human touch goes a long way in differentiating your brand.

Shows Effort and Dedication

What sets cold calling apart is the implicit message it sends: "We are invested in you." When a real human reaches out, it communicates effort and dedication to understanding and solving your unique needs as a customer. It's not about being the loudest voice in a noisy room; it's about having a meaningful, one-on-one conversation that could be the start of a long-term business relationship.

Real-Time Two-Way Conversation

Cold calling gives you the opportunity to have a live conversation with your potential customers. If they have any doubts or questions, you can address them immediately so they get the information they need in good time. Not to mention, hearing a person’s voice and tone can help build trust with your prospects that you wouldn’t be able to achieve with emails. 

Convey Your Messaging More Clearly

When speaking to someone directly over the phone, they’ll be able to hear the energy and genuine passion in your tone. This is particularly helpful because prospects are more likely to be interested when they can sense your genuine passion for what you’re trying to sell them. 

On another hand, you can also pay attention to your prospect’s tone and tailor your cold outreach approach based on their reactions. For instance, if they show more interest for one particular product, you can focus on that. If they seem confused, you’ll know to explain your pitch differently. 

Mastering the Cold Call: Best Practices

The question isn't so much whether cold calling works, but how to make it work for you in today's landscape. With the right techniques and tools, cold calling can be a powerful asset in your sales arsenal.

There are numerous strategies to make cold calling more effective. For instance, mastering your sales follow-up can be just as important as the initial call. A well-timed, well-planned follow-up can turn a 'maybe' into a 'yes.' 

Here are some other best practices to help you master cold calling:

  • The truth is, many people dislike cold calls from the outset. A major reason is because about 90% of consumers view unknown phone calls as scams. However, most consumers still consider their mobile devices as their preferred communication tool. 

A great remedy for this issue is to avoid hiding your caller ID and consider using an enhanced dialer that showcases your business information so prospects are less hesitant to pick up. Myphoner offers a Power Dialer with a Voicemail Drop feature so that agents can leave a message for the lead before moving on to the next one. 

The integrated dialer in Myphoner

Source: Integrated Power Dialer

  • Understanding your tone of voice and how to adjust it to the situation can make a world of difference. Explore this more in our article How to Master Your Tone of Voice in Sales Calls like a Winning Closer.
  • Contrary to popular belief, cold calling doesn't have to be an intimidating endeavor. A successful cold call starts long before the phone rings. It begins with social listening and understanding the needs and pain points of the potential customer. This pre-call homework enables you to make a tailored pitch, increasing the odds of a favorable outcome.

However, warming up for cold calling isn't just about the prospect; it's also about you, the caller. Consistent practice and skill-building can give you the confidence needed to make even non-warmed cold calls effective. Check out our articles on Cold Calling Tips, Skills & Strategies: How to Get Better at Cold Calls and How to Master Your Tone of Voice in Sales Calls like a Winning Closer for further insights.

  • Asking the right questions during the call can convert curiosity into interest, and interest into sales. For a list of impactful questions, refer to Cold-Calling Questions to Ask to Boost Conversions.
  • Lastly, don't fret about bad calls; they're a part of the journey and they can teach you how to elevate your cold outreach strategy. Furthermore, constructing relevant client personas can be instrumental in making your cold calls more effective. Take a deeper dive into this strategy by reading Using Client Personas When Cold Calling.

Case Study: Why Cold Calling Works

One of the most effective ways to validate the efficacy of a strategy is through real-world examples. Case in point: Skyepack, an educational technology company that modernizes course materials for higher education. Initially, Skyepack experimented with various sales models, eventually incorporating inside sales for direct outreach to college faculty.

Understanding the specific pain points of college instructors—like the challenges surrounding textbooks and courseware—Skyepack designed digital course packs to address these issues. Their team relied on the Myphoner toolbox, such as lead queue, lead segmentation, and intelligent retry features, for their initial outreach, resulting in a remarkable 30% efficiency boost.

The Skyepack case serves as compelling evidence that, when executed correctly and backed by strong sales tools, cold calling remains an effective tactic. For a more detailed account, check out the full Skyepack Case Study.

The Multi-Channel Approach to Sales

In a world where customers are bombarded with information from various sources, relying solely on one channel for sales outreach is a missed opportunity. Multi-channel strategies not only maximize your chances of reaching your prospect but also allow you to engage them where they are most comfortable.

For instance, a case study featured in our article, 'Achieving Significant Results with Strategic Phone Follow-ups on LinkedIn', demonstrated that adding LinkedIn follow-ups to phone calls improved the conversion of booked appointments from 15% to an astounding 40%. This shows the potential effectiveness of a multi-channel approach, substantiating why it's not just a luxury but a necessity.

This is where tools like Myphoner come into play. Offering support for calls, SMS, email, and LinkedIn, Myphoner doesn't just give you the ability to reach out; it enables you to be omnipresent in your prospect's world, thus increasing the likelihood of a successful outreach.

Elevate Your Cold Calling Game with Myphoner

Cold calling is far from obsolete; rather, it's adapting to the modern era. While the classic model of cold calling might be facing challenges, there's an evident shift toward more targeted, qualitative outreach. Such interactions not only serve the immediate goal of sales but also furnish invaluable customer insights.

While AI-powered sales tools are making headway in automating several aspects of the sales process, they can't replace the human nuances that come from a live telephone conversation. Empathy, on-the-spot decision-making, and the ability to form genuine connections are aspects where AI still has a long way to go. So, while the landscape is evolving, human cold calling remains a unique skill set that has a secure place in the foreseeable future.

Having the ability to adapt is key. That's where tools like Myphoner come in, offering not just a simple interface but also the flexibility to adjust your outreach methods to fit your specific market and situation. You’ll get a versatile suite of tools from intelligent lead routing to multi-channel capabilities like SMS, email, and LinkedIn to give your team the competitive edge they deserve. 

Ready to experience the evolution of cold calling for yourself? Register for a free-trial today!

Elevate Your Cold Calling Game with Myphoner

Give your team the competitive edge they deserve.

Personalised campaign dashboard in Myphoner.
This article was first published on March 8, 2017, and last updated on September 07, 2023.
Jeppe Liisberg

Written by

Jeppe Liisberg

I'm an entrepreneur and web developer. I've built or helped build a handful of startups.

I strongly believe in dedicated software that solves one task, but solves it really well. During my experience as an internet entrepreneur, I never found that software for cold calling, so that's why I decided to build Myphoner.

I'm very proud of what Myphoner has become, and I'm dedicated to doing everything I can to make it stay a success. That's why I greet all new customers personally and always read and reply to the feedback I get.

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