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Mike Lieberman, CEO and Chief Revenue ScientistThu, May 26, 2016 5 min read

How to Stop Cold Calling and Start Closing

{}Let’s all say it together now “cold calling doesn’t work!” Don’t believe me? Recent stats show that only a tiny little 2% of cold calls actually result in appointments being scheduled. That means 98% of the time, your cold-calling efforts are actually pretty useless—they’re a drain of your resources, your personnel, and your time.

 If you’re using cold calling as your main revenue-generating sales tactic, then you’re probably struggling to stay afloat.    


People Hate Cold Calling

We understand that you’ve probably been cold calling for years now. It’s a huge aspect of your sales strategy. But that doesn’t mean that you should keep doing it, just because you’ve always done it. In fact, we’re here to tell you that you really should stop. Not only is it ineffective but people hate it. Why else would there be the National Do-Not-Call List? People believe that telemarketers are scam artists, and many are, even if your sales people aren’t. The fact is that, regardless of your intentions, your recipients are viewing your cold calls as annoying, interruptive, and even harassing in nature.

So isn’t it about time you stop bothering people and instead adopt a new methodology that not only works better but also receives a warmer welcome?

How to Stop Cold Calling

Wouldn’t it be nice if you could stop chasing down leads? If you could have people come to you to buy instead? Wouldn’t it be great if you had a consistently full pipeline of leads so you wouldn’t have to go bothering people trying to generate revenue? And wouldn’t it be amazing if you could actually start closing deals faster, more often, and more effectively?

You can, if you stop cold calling and instead adopt inbound marketing and selling.

Inbound marketing is the multi-pronged approach to getting found by leads online. It uses tactics such as social media marketing, email marketing, SEO, and blogging to attract leads to your brand. With inbound marketing, you can give your customers the content they want and seek out online during the buyer’s journey. And they’ll love you for it! Customers are always looking to digest new and interesting information online before making purchasing decisions. And if you’re there giving them quality content when and where they want it, they’ll think highly of you for it. Inbound marketing not only helps you generate leads but also helps you nurture them so they’re ready to buy from you. It’ll make closing deals easier than ever.

How Inbound Marketing and Selling Helps You Close

Inbound marketing helps your sales team close in a few ways. It all starts by attracting the right leads that are willing and able to buy, unlike cold calls, which just bother people who aren’t qualified or interested in purchasing at all. It’s the people who are interested in your products or services that are going to be seeking out and finding your content online. In addition, inbound marketing gives your prospects control of the sales process, which they desperately want—it lets them be in charge of making their decisions and allows them to be the ones choosing to contact you.

Furthermore, all of the content that you’re giving your prospects helps them become more informed, which means they’ll already have the information they need to make their purchasing decisions before they even talk to your sales reps. Your reps won’t need to do much convincing or explaining to get the sale. And lastly, as you know, building trust during the sales process is critical considering people are inherently distrusting of sales people, and inbound marketing helps you to build relationships online, improving credibility and trust.

Then, when you adopt inbound selling best practices and ditch outbound selling techniques like aggression and pushiness, you can ensure that your sales people are equipped with the right knowledge, tools, technologies, and intelligence they need to effectively close inbound customers.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.