You get a call from an unknown number. You weigh your options. It could be yet another cold call or it could be your kid’s school, your doctor’s office, or UPS trying to deliver a package.
You take a chance and answer the call, only to be met with “Hi, it’s Dwight from Dunder Mifflin. Are you free for a quick chat?”
Now you’re stuck in an awkward position of trying to get out of the conversation while still being respectful to the sales rep who is just doing their job.
Cold calling is a time honored tradition in the world of sales. It’s a right of passage that nearly every salesperson has been through. Even so, it’s not the most effective way to set a meeting. The average conversion rate for cold calling is just 2 percent. For every 100 sales calls that a sales team makes, only two end up as closed deals.
We’re not saying that cold calling doesn’t work. There are countless success stories of sales reps closing their biggest ever deals from a cold call. But, there’s been a trend of sales teams solely relying on cold calling to fill their pipeline and neglecting other methods that may be more effective.
We’re breaking down 3 tactics that you can use to fill your pipeline with high-quality leads that don’t require you to make 100 dials a day.
Tactic #1: Leverage Your Connectors
Connectors are people in your network who have relationships with people you want to meet. Let’s be clear, connectors aren’t just “work friends.” It’s great to have people you can go to lunch with on a work day, shoot the shit, and call it business. Connectors are people you can have purposeful meetings with the end result being warm introductions to prospects.
Here are a few ways to spot a natural connector:
- Someone that proactively asks you about who you’re trying to meet with.
- Someone that has already introduced you to a contact – via text, email, or even in person.
- Someone who is highly active on LinkedIn, like 10k+ connections sort of active.
Once you’ve identified connectors in your network and set up meetings, it’s important to come prepared to make the most out of the conversations.
Do your research ahead of time. Research the connector on LinkedIn, and look for connections to companies or people on your conquest list. Just as importantly, consider who is in your network that you could introduce this connector to.
You’ve done your research and are on the way to the meeting. It’s natural to feel some nerves before your first few connector meetings. It can feel uncomfortable to ask for a connection. But, keep in mind that connector meetings are reciprocal. You want to help them as much as you want them to help you.
Here’s our go-to, non-awkward way to ask for a connection.
“First I’d like to know who you’re looking to meet. Then, I’ll show you who I’m looking to meet. We can see if there’s anyone on that list you can help connect me to. Then, we’ll both leave with commitments to each other.”
Once the meeting wraps up it’s all about follow up. Make sure that you make any connections that you committed to in a timely manner – within a day or two. This shows your connector that you’re serious about getting the most out of your relationship.
Tactic #2: Make the Most Out of LinkedIn
Let’s be clear. When we tell you to use LinkedIn, we’re not talking about sending 50 canned messages to people you’ve never met. We mean using LinkedIn as a tool to get high quality, warm sales meetings.
The first thing you need to do is grab your Conquest Account List (if you don’t have one- make one now).
Once you’re on LinkedIn, search the company that you’re looking to get connected to. Navigate your way to the People section of the page. Narrow the list to your 2nd level connections. Peruse the list until you find the person, you’d like a warm introduction to, then click Mutual Connections. Scroll down the list until you spot someone you feel comfortable asking to introduce you to the prospect. Once you’ve found a connector, shoot them an email or text requesting the introduction.
You might be feeling some internal resistance on asking for the connection. Here’s a few key things to include in your message:
- Use the word ‘favor.’ People like being asked to help & appreciate the acknowledgement that this is a favor.
- Clearly make the ask. Make a specific request to be introduced to a particular individual.
- No pressure. Be sure to give them an ‘out’ if they don’t know the contact well enough.
Now, you’re thinking, what happens if you can’t find someone to make an introduction. It’s simple. Cut your losses, and move on to the next company on your conquest list.
Tactic #3: Attend Events IRL
COVID-19 did all salespeople a disservice. We’ve all gotten comfortable sitting at home behind our screens. Attending an in-person networking event sounds incredibly daunting and maybe even a little scary.
But, the tides are turning. We’re seeing a resurgence of in-person events, and they are an underutilized way to find new business.
If you’re not sure where to start, turn to everyone’s best friend. Google. Simply, search “Networking Events (Your City). Make sure you do your due diligence before committing. Nothing is worse than showing up to an event that isn’t full or doesn’t have the people you’re trying to meet.
We’re not going to deny it. Walking into a room where you don’t know anyone can be terrifying. You need to lean into being uncomfortable. Nothing good has ever come from being complacent with comfortability.
Remind yourself that everyone is there for the same reason as you. No one is going to think it’s weird if you insert yourself into a group conversation.
You’ve gotten over the hump of being scared and have a good conversation going. Don’t fall into the trap of just exchanging business cards. Be assertive, and set the meeting while you’re at the event.
Here’s some language you can steal:
I’ve really enjoyed our conversation and would love to keep it going. Let’s get something on the calendar now for next week. I’m free on Tuesday from 10 am to noon. Does that work for you?”
People will appreciate you taking initiative and not spamming them with emails post-event.
If you’re feeling trapped and burnt out of the cold calling game, mix it up. Trying something new is never going to hurt you.