Towards the end of telephone prospecting?

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Constantly evolving canvassing technologies...

The technologies used in sales prospecting are constantly evolving, and this has a considerable impact on working methods. First of all, CRM tools have developed and can now offer advanced functionalities that make handling prospects in the sales cycle much simpler. These advances enable sales teams to better organize their data, track their sales pipeline and tailor their approaches to prospects' specific needs.

In addition, marketing automation technologies have evolved, offering features such as automated e-mail marketing, message personalization and performance tracking. These tools help streamline prospecting processes, save time and improve campaign efficiency.

At the same time, the use of artificial intelligence (AI) and machine learning has also had a significant impact on sales prospecting. AI algorithms can analyze vast amounts of data to identify valuable patterns, trends and insights about prospects. This enables sales teams to target their efforts more effectively, optimize their messages and tailor their approach to prospects' preferences and behaviors. Finally, AI-based chatbots and virtual assistants have become increasingly common, offering automated assistance to prospects and enhancing the user experience.

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... and more relevant in certain situations

With the rise of digital in the business world, many alternatives to cold calling have emerged and conquered sales teams worldwide. Automated e-mail marketing, social networks, SEA and SEO can all help companies get in touch with prospects more effectively and less intrusively.

These methods offer companies different ways of establishing and maintaining more or less direct contact with their customers/prospects, with a level of efficiency that telephone prospecting could never achieve.

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The importance of investing in other prospecting/communication channels

There are several reasons why it's crucial to invest in other prospecting channels rather than relying solely on cold calling as part of your sales strategy. Firstly, prospects' preferences change over time. Some people may be reluctant to answer cold calls, seeing this approach as intrusive or disruptive. By diversifying prospecting channels, such as automated mailing, social networks, quality content and targeted advertising, you increase the chances of reaching and engaging a wider audience. This allows you to reach prospects who prefer to interact with your company in other ways, and adapt to their preferences to maximize business opportunities.

What's more, using multiple prospecting channels enables you to strengthen your global presence and reach different segments of your target market. Each channel offers unique advantages and features for interacting with prospects. For example, quality content can establish your credibility and expertise, social networks enable you to create a community and interact with potential customers, while e-mail marketing offers a more personalized and direct approach. By combining these channels strategically, you increase your visibility and your chances of generating qualified leads. Investing in other prospecting channels diversifies your approaches, enabling you to reach a wider audience and improve your overall sales prospecting efficiency.

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A quick definition of cold calling

Cold calling is a sales prospecting technique that involves contacting prospects without any prior contact or established relationship. This involves calling people or companies spontaneously, often from a pre-established list, with the aim of presenting a product, service or commercial offer.

The aim of cold calling is to initiate a conversation and establish interest in what you have to offer, with the hope of closing a sale or obtaining an appointment for a more in-depth presentation. This approach requires effective communication skills to capture the prospect's attention, respond to their objections and convince them of the value of your offer. Cold calling is a traditional, but still widely used, method that requires solid preparation, a targeted approach and perseverance to achieve positive results.

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A practice poorly perceived by your prospects and customers

While cold calling can offer many advantages, it also has its limitations. Firstly, many people no longer respond to telephone calls from unknown numbers or companies. Calls can be perceived as intrusive or disturbing, especially if the caller doesn't have enough information about the prospect, and this ignorance is felt at the end of the phone. Finally, the use of sales scripts or standardized arguments can give the impression that the company doesn't take the time to understand the specific needs of each prospect.

Cold calling must be carried out with great care. Sales reps in charge of prospecting calls need to understand the personalization stakes of each call and the brand it represents before engaging in these practices.

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RGPD regulations make it tricky to process prospect data

The RGPD (General Data Protection Regulation) regulations on B2B telephone canvassing make the practice of cold calling tricky due to its strict personal data protection requirements. Under the GDPR, companies must obtain the prior consent of prospects to contact them by phone for commercial purposes. This means you can no longer simply call random numbers without first establishing a relationship with the prospect.

What's more, you need to clearly inform prospects of the purpose for which their data is being processed, their data protection rights and how they can unsubscribe or withdraw their consent. This complexity makes cold calling trickier, as it requires a more targeted approach that complies with RGPD requirements.

What's more, the RGPD imposes additional obligations in terms of data security and confidentiality. Companies are required to implement appropriate security measures to protect prospects' personal data. This includes securing the information collected, limiting access to data and implementing robust privacy policies.

Cold calls are only allowed from Monday to Friday, and during the working hours generally used by companies (i.e. from 10am to 1pm, and from 2pm to 8pm). It is therefore forbidden on Saturdays, Sundays and public holidays, and during very early and very late working hours. Sales reps are also forbidden from canvassing the same consumer/customer more than 4 times in a 30-day period.

Any breach of these rules exposes companies to considerable fines and reputational damage. As a result, RGPD regulations make cold calling a trickier practice, requiring a more rigorous approach and framework to ensure compliance with data protection rules and to preserve prospects' trust.

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A contact with more impact and engagement than other prospecting channels

Although considered archaic, cold calling is still as effective as ever, and should remain an integral part of any successful sales strategy. A person-to-person conversation over the phone will always have more impact than discussions via e-mail or online platforms. In fact, cold calling humanizes your company. The customers you approach learn about your company from a professional who, by delivering the right message in the right way, not only makes your company known to them, but also gives it a good image if the contact has been well made.

What's more, telephone canvassing enables you to generate qualified leads faster, by quickly identifying whether or not a business opportunity can be created. By asking the right questions at the right time, you can obtain a considerable amount of information in record time. The cold call is also the perfect way for sales reps to schedule a follow-up appointment.

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A practice neglected by competitors is a differentiating practice

While telephone canvassing has become a neglected practice for many sales teams, implementing a telemarketing campaign today can be an excellent opportunity to differentiate yourself from your competitors. By opting for this less common approach, you can capture prospects' attention in a more direct and personalized way. Taking the initiative with a phone call demonstrates a real commitment to prospects, and shows them that you're willing to invest time and effort in meeting their needs.

What's more, a well-executed telemarketing campaign can build trusting relationships more quickly. Voice interaction allows you to communicate in a more engaging way, to respond immediately to questions and objections, and to adapt your pitch according to the prospect's reactions. By standing out from more impersonal digital marketing methods, a teleprospecting campaign can prove more memorable and create more significant sales opportunities. In short, by implementing a quality teleprospecting campaign, you can differentiate yourself from your competitors by offering a more personalized sales experience and developing strong business relationships with your prospects.

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One of the practices with the highest conversion rate

While a single salesperson can't usually make as many cold calls in a day as an automated mailing software sends emails, cold calls generally have much higher conversion rates than emails, online advertising and other lead acquisition levers.

If the sales people in charge of the calls are well-trained, with a good knowledge of the target AND the product, the contacts made are of undeniable quality, and will enable you to rapidly increase your sales. A well-executed first call leads more quickly to an appointment than any e-mail can (most of the time), and establishes a more human contact than any other lead generation technique can. What's more, as mentioned above, the ability to qualify your prospects from the very first contact means you can focus on only the hottest leads, greatly increasing the conversion rate of your sales actions.

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Ultimately, cold calling isn't obsolete; it remains an important tool for many businesses. However, it's important to realize that the rise of digital technologies has opened up new options for start-ups and small businesses. Alternative approaches can prove more effective in reaching prospects and creating longer-lasting relationships. Choosing a prospecting method depends on many factors, and should be done with an eye to the advantages and limitations of each option. Whether you opt for telephone prospecting or another approach, it's important to remain flexible and adapt your strategy to your company's needs.

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