As most of you know I am a regular proponent of making cold calling part of your prospecting mix. Beyond the logic of expanding your tool kit to include all things that lead to engagement, how you engage with your prospects will very much inform and shape the conversation you have with prospects. The dynamics of an inbound call are very different than those on a call that interrupts and disrupts their day, and their current direction.
When I cold call someone, and get the appointment, I have an advantage over others. Namely, the prospect has clearly indicated that they have an interest in the areas I raised in the initial cold call, but unlike those “57% of the journey buyers”, they haven’t started down a path. This allows me, as the subject matter expert, to explore in a much more proactive fashion than with a buyer who comes to me with preconceptions and a “product” they are looking for already in mind. Cold callers end up selling to a much more curious, and open-minded buyer.