Cold Calling skills are essential when your goal is to be a top sales person.
We live in a digital age where people consider themselves “salespeople” just because they studied business in college or responded to inbound leads provided by marketing. It is fair to say that technology has evolved the sales process and online marketing/social media gives a sales person a helping hand, yet at the end of the day a real sales person understands human behavior. They understand the way people want to be approached irrespective of the channel or method; whether it is via email, phone, social media etc.
For example, in the same way that we hate being called up by a telemarketer who is clearly reading a script, sounding phony and impersonal, we don’t like receiving mass email blasts, which are clearly marketing generated. These only work when your brand is recognized and trusted, NOT on a cold approach.
Real sales people can pick up the phone and generate their own leads. They understand how to create a prospecting or “approaching” strategy and the processes of executing against that strategy. They understand that some will take your call and some wont. Some will respond and others won’t. They are masters at crafting properly worded emails, with just enough messaging to intrigue the prospect to giving you a chance.
At the end of the day we are the same old human beings simply using new methods to communicate. If anything technology provides more transparency than ever before.