*By Diego Domingues
With so many tools and the rise of the Sales theme in the world of technology companies, both traditional and startups, we have observed the constant evolution of prospecting methods. Cold calls are constantly debated for their effectiveness. However, a piece of data from the Rain Group on prospecting is surprising: 821% of executives say they are open to accepting meetings resulting from a cold call. This raises the question: why don't we see companies taking full advantage of this potential?
The answer lies in the complexity inherent in the process of executing successful cold calling. It is a common misconception that it is simply a matter of “calling potential customers.” In fact, it involves a series of requirements that go beyond mere intention. It is a practice that requires refined technique, something that not all companies are equipped to execute. Approach techniques, effective communication and a deep understanding of the customer are essential to capture the attention of busy executives.
In addition to the technique, daily motivation represents a considerable challenge. Cold prospecting requires not only a dedicated team, but also a resilient one, capable of dealing with frequent rejections and continuing to perform with the same enthusiasm. This alone increases the level of difficulty for many organizations.
Another common obstacle is the lack of well-defined pre-sales processes. Organizations need clear mechanisms that differentiate between cold, warm and hot leads, allowing for targeted and therefore more effective interactions. Personalizing the pitch is another essential factor, as executives value approaches that understand their specific needs and the context of their business.
What may seem like the biggest challenge of all is still the need for consistent and efficient management. Even with a motivated technical team, it is the management that should ensure that everyone is focused on the established goals. High performance indicators must be constantly monitored so that necessary adjustments can be made in a timely manner to optimize results.
In fact, the lack of cold and personalized calls is not a question of lack of return potential, but rather a question of inadequate organizational structure to meet this demand, engaged people, processes, CRM, and training, training and training…
At We Ramp, we are witnessing in practice what a well-structured combination of processes, personalized speech, and motivation from the prospecting specialist can achieve. And do you know what’s best? When these cold calls are done the right way, they become not only absolutely efficient, but also an unmissable strategy for establishing trusting relationships in such a voracious market.
Together, let's turn these cold calls into an incredible strategy to unlock the full potential of your sales team and, most importantly, to grow with your customers! What are you waiting for? It's time to transform this hidden potential into effective action!
*Diego Domingues, Sales Director at We Ramp.
Notice: The opinion expressed in this article is the responsibility of its authors and not of ABES – Brazilian Association of Software Companies
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