Strike a balance of cold and warm calls

In a perfect world I would like to be able to dial all warm calls, who wouldn’t. Most companies don’t have a large enough volume of inquiries and or event leads (all warm) to occupy a substantial portion of my time. But if they did…that would be great.

Back to reality. I have lists of thousands of names to cold call and less than an average of 15 minutes per day of warm call work. This is partly due to our process (we kick leads to the field as quickly as possible).

The hard part about balancing warm and cold calls is that warm calls are perishable and cold calls are not. If I don’t follow-up on an inquiry promptly, the opportunity disappears. If I don’t make a cold call nothing changes, I just call them tomorrow.

Unfortunately, as Inside Sales Professionals we do not control the amount of marketing that goes out to generate a steady flow of inquiries and or event leads to follow up on.

What we can do is work to build outbound cold calling campaigns that result in a four percent or better response rate. At four percent, using a dialer, you are having a good time because you are getting a lots of “yes” responses.

Come to think of it, no one really specializes in outbound cold call campaigns for Inside Sales. Marketing does advertising and programs like direct mail and trade shows. Sales people don’t like cold calling and as a result are not good at it. Some companies have Sales Development or Telemarketing/Outbound sales departments, but in technology it’s the exception, not the rule.

Anyway, I digress. The summary is to balance warm and cold calls to the degree that you can. The benefit of doing so is that you will get a morale boost. You need these kinds of boosts to go the distance as a cold call cowboy or girl.


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