Cold Calling vs Emailing - Which is Better & Why?

Summary

In this video, James 'Say What Sales' Buckley emphasizes the power of phone calls in sales, highlighting that over 92% of customer interactions happen over the phone. He shares valuable strategies for handling cold calls, objections, and soft no's effectively. By focusing on the phone, sellers can manage real-time objections and gauge a prospect’s interest more clearly than with email. James also advises not to rely solely on written communication and suggests using phone calls as a more impactful and personal way to engage with prospects, especially when following up on objections or emails.

Takeaways

• 😀 The phone is the most effective tool for sales, with over 92% of interactions taking place over the phone.
• 😀 It takes an average of eight cold calls to generate a meaningful conversation with a cold prospect.
• 😀 30-50% of all sales go to vendors who respond to prospects over the phone.
• 😀 80% of all sales globally require five follow-up calls after the initial meeting.
• 😀 The phone allows you to use tone and inflection, which is crucial for keeping prospects engaged.
• 😀 The phone enables real-time objection handling, whereas written forms like email make you wait for a response.
• 😀 Soft no's (e.g., 'Not interested' or 'Take me off your list') often indicate that the prospect doesn’t have time to talk.
• 😀 Phone calls are more impactful than emails, especially when responding to objections.
• 😀 When handling objections, avoid lengthy email replies—just pick up the phone and address the concern directly.
• 😀 Soft no's are often caused by prospects not having time, so using the phone to clarify their reasons can turn a soft no into a conversation.
• 😀 Look for prospects’ phone numbers in email signatures and call them, as they may prefer talking over the phone despite using email initially.

Q & A

Why is cold calling considered more effective than email in sales?

Cold calling is more effective because it allows for real-time conversations, immediate objection handling, and personal connection through tone and inflection, which are difficult to convey in emails.

What does the statistic from the Brevit Group about phone interactions reveal?

It reveals that over 92% of customer interactions take place over the phone, highlighting the phone's critical role in sales and customer engagement.

How many cold calls does it take on average to generate a meaningful conversation with a cold prospect?

On average, it takes about eight cold calls to generate a meaningful conversation with a cold prospect.

What percentage of all sales go to vendors who respond over the phone?

Thirty to fifty percent of all sales go to vendors who respond over the phone to their prospects.

How many follow-up calls are typically required after an initial meeting to secure a sale?

Typically, 80% of all sales require five follow-up calls after the initial meeting.

Why is it important to use the phone when handling objections?

Using the phone when handling objections allows for immediate responses, clearer communication, and the ability to gauge the tone and sincerity of the prospect's concerns.

What is a 'soft no' and how can it be recognized over the phone?

A 'soft no' is a non-committal refusal, such as 'we're not interested' or 'take me off your list,' often indicating that the prospect does not have time for a conversation, not necessarily that they are rejecting the offer.

How can a salesperson handle a soft no effectively?

A salesperson can handle a soft no by asking for clarification about what the prospect is not interested in, which can help open the door for further conversation.

What is the advantage of picking up the phone to respond to an email objection?

The advantage is that a phone call is more impactful than an email response. It allows the salesperson to address the objection in real-time and with more personal engagement.

Why should a salesperson dial a phone number found in an email signature?

Dialing a phone number found in an email signature can be effective because it shows initiative and directly engages the prospect, who is likely to answer if they are at their desk.