As you can imagine, as someone who both owns a business, and makes purchasing decisions on behalf of our clients, I receive a lot of cold calls. More frequently, those calls are pre-recorded, but on occasion, I receive a message from a real person. Below are a few I recently received:
“This is Fred, calling on behalf of George from Bank of Yourtown in Massachusetts, not about switching banks – please have your CFO/Controller call me back at 508.555.1212. Thank you.”
“Hi Kristin. This is Laura from MyOwnCompany. I was hoping you could call me back at 508.555.0101. Thanks!”
“My name is John and I’m a friend of someone-you-know. Can you call me at 617.555.1234?”
According to SalesForLife, only 1% of cold calls actually result in meetings, and “around nine out of 10 of top-level B2B decision-makers simply do not respond to cold outreach.”
In meetings, we talk about how hard it is to reach business owners. Because we are busy. Because we are being pulled in multiple directions. Because we are always hustling. Because we won’t pick up the phone. But each time I receive a cold call like the ones above, I have to wonder where the real problem lies – is it with the business owner, or with the caller?
The vital piece of information that is missing from almost every cold call I receive is this . . . why I should call back.
I understand salespeople don’t want to make their whole sales pitch via my voicemail. I understand each has a unique product or service to sell. But by hiding this information behind vague messaging, they aren’t telling me what’s in it for me. Or, more to the point, how my business, my employees or my clients will benefit by my taking the time to make contact, it’s unlikely you will receive a return call.
I can’t tell you if cold calling is the right choice for your sales team. But I can tell you that if you don’t tell a person why they should call you back, you might as well hang up the phone now.