Said the Cold Call To The Socialite.
Recent headlines about AC/DC’s drummer brush with the law, got me thinking why would someone want to kill someone? Such a passionate act must be a result of some big or egregious cause, or at the very least a means of avoiding harm. Then I remembered that in sales we see this all the time, over and over, people are trying to kill cold calling.
The most recent would be assassins are Socialites, social selling advocates, who seem to spend as much time sniping at and proclaiming the death of cold calling as they do speaking about what they sell, social selling products, seminars, remedies and dreams. I wish them all the luck, capitalism rules, everyone is allowed to make a buck, I just don’t understand why cold calling needs to be dead for their stuff to work. Cold calling does not present danger to them, in fact it complements and adds to social selling, just as social selling adds to cold calling success, so what’s the deal here Socialites?
You know I have never read an article or a post that was written by an advocate of cold calling, suggesting that social selling is bad, ridiculing people who use the practice to engage with prospects, suggest that it is inadequate, or about to die. Even though you can find stats that would suggested that on its own, it is not all the Socialites will have you believe.
I suspect the main reason is that cold callers do not see social as a threat, is because we do see it as a great addition to an existing set of tools and techniques we use to drive business. We cold callers seem to take a more inclusionary approach to engaging with clients and driving revenue. I would argue cold callers have taken a much more “social approach” than many Socialites who seem to either proclaim or wish that cold calling was dead. Now we all know it is not, you wouldn’t need to keep saying it if it was, it would be self-evident, when was the last time you read a piece about Plato being dead?
Let’s Spin Some Stats!(Step back you don’t wanna get any on your shoes)
To start with not every buyer has a Twitter, Facebook or LinkedIn account. Not only that but depending on who you are prospecting, it is important to note that some groups’ social media activity is in decline. According VentureBeat’s summary of the 2014 CEO.com Social CEO Report “an annual survey that investigates the social media habits of business leaders, has been released. The results show a depressingly small increase in social activity from Fortune 500 business leaders over last year’s analysis.” Further, “Amazingly, the CEO.com report shows that 68 percent of Fortune 500 CEOs have no social presence on any of the major networks. Taking a deeper dive into the data reveals that while there has been significant growth in the number of Fortune 500 CEO accounts created versus last year’s results, the number of “active” accounts grew marginally. This suggests that nearly as many business leaders with existing accounts abandoned their use of social media.”
I’ll be the first to admit that you can probably find stats to the contrary, which just goes to show that sales and sales people are just as susceptible to hype as the next group. But hype is something decision makers have a radar for, serious decision makers want facts not hype, they want tangible things that help them achieve their objectives. This leads to the fact that the most effective means of communication with senior leaders is direct. And while 68% may shun a social presence, 100% have telephones and e-mails. The key is to have a meaningful message that leads to engagement.
Here are some famous stats that keep getting dragged out (and abused):
• Corporate Executive Board reported that B2B buyers are 57% of the way to a buying decision before they are willing to talk to a sales rep.
• “A survey by DemandGen Report, reported that 77% of B2B buyers said they did not talk with a salesperson until after they had performed independent research, and 36% of buyers said they didn’t engage with a sales rep until after a short list of preferred vendors was established.”
I am not here to argue the stats, but I do want to point out that both stats refer to BUYERS. These are people who of their own volition initiated a buying cycle. Which means that by the time they are 57% – 77% of the way there, they are not looking for a sales person, but more an order taker. Sad but true. Sales People are paid to persuade and influence, not accept orders from someone who has for the most part made up their mind and is now looking to see which models are available and for someone to negotiate price and terms with. Definition of selling:
To Sell –
- to persuade or induce (someone) to buy something:
- to persuade or influence to a course of action or to the acceptance of something
The real problem with waiting for buyers, is that according to Chet Holmes and other sources, “About 3 percent of potential buyers at any given time are buying now” (The Ultimate Sales Machine – by Chet Holmes). Only 3% of your target market are active buyers, even if you social sold your share and then some, are you near quota? These 3% are the people calling you when they are more than half way through their journey, most are past persuasion or influence. If you want to talk SALES or SELLING, you need to be talking about the other 97%. If you want to sell to that 97%, you are likely going to have to pick up the phone and say something other than #wannabuy?
Since we are on stats, allow me to digress for a second. This is one quoted by a Socialite as proof of the “paradigm shift in the sales industry”
“10.8% of social sellers have closed 5 or more deals attributed to social media.” Or looked at from the other end, maybe it can be phrased “89.2% can’t attribute deals to social media”; and “54% of social salespeople have tracked their social selling back to at least 1 closed deal.” I bet the I can find unhyphenated sellers who can track a lot more deals to cold calling, and even more to just selling using all the tools available to them instead of just some.
Let’s look at the “short list claim”, and decision makers. DiscoverOrg surveyed 1,000 IT decision makers at Fortune ranked, small and medium-sized companies. It shows how outbound – today’s euphemism for cold – sales calls and e-mails affect and “more importantly disrupt vendor selection.” Further, some “Seventy-five per cent of IT executives have set an appointment or attended an event as a direct result of outbound email and call techniques.” Finally, “nearly 600 said an outbound call or e-mail led to an IT vendor being evaluated.”
So if you did cold call along with your socializing, you’d be in much better shape than narrowing your chances to one vs. the other, Socialite style.
“But I don’t sell to Fortune 500” I hear you say, “I target Small Business”, the other end of the spectrum. Well small business is only selectively accessible via social. At a conference last summer, where attendees were owners or senior managers of business that were for the most part under $25M, way less than half said they were using LinkedIn. I am a firm believer in the value and power of social and selling, but if they are not there, there is not much point. And it will not surprise you that all of them had telephones and e-mail.
Oh yes, referrals. There is no denying that a warm referral is like first prize, and an indirect referral, second prize. But cold calling usually shows up as third in terms of return on time and effort. Me, I like to bet safe and spread my risk across all three rather than betting on just one. Besides, not everyone is in a position to get or generate referrals. If you are in a more transactional sale, a new rep to the company, in a new territory, referrals will have limited utility early on. Sure you can generate some from existing “happy” clients, but you may find your probation and bank account run out first. You will need to incorporate all tools available, including the dreaded cold call.
Dreaded being the operative word. Most people who kill cold calling suck at it, makes them hate, makes them bitter. Like overweight people looking for that magic pill, instead of understanding that the magic pill combined with regular exercise and activity will always deliver a slimmer tummy, and healthier state. Sure the Atkins Diet worked for some, but it worked better for those who combined it with exercise.
I don’t like cold calling any more than the next person, but I do it, and I do social, and I do it well, or so I am told. But I don’t need to insult or undermine anyone in the process of executing my total approach to prospecting. Why do Socialites?
The point is to use all tools available, not just one or some. The only reason for camps, social killing cold calls is to sell social products. And that’s one thing that has not changed, “Buyer Beware”. Few sales people I have met can live off referrals only, or off their base. Not everybody is selling social media strategies, inbound programs, or content. Way more sales people have to sell in the trenches, selling traditional products and services, where social has a presence, referrals may play a role, but new business success includes cold calling.
Cold calling is not dead, it just smells funny when done wrong, but done right, it has the sweet smell of sales success. So let’s break down the walls, let’s get rid of the camps, stop thinking about killing or dead things, and make some calls.
That’s my two cents, what about you?