Pitching in sales and looking to know whether it’s cold calls or cold emails that is your best shot in 2020? The answer isn’t as simple as a yes and a no, as it depends on many factors, such as whether your prospect knows about a call prior to it. And we dive into all of that in this post.
Calling is Often Considered Rude (Kills Effectiveness When Pitching in Sales If Not Approached Right)
When you call someone, you are interrupting whatever someone is doing right now.
Somebody might be dropping off their kids to school, on the way to dinner, meeting up with friends, or perhaps simply about to go for a meeting.
The person you call, they don’t know whether you will want to talk for 10 minutes or an hour.
They didn’t put a call into a schedule, they have other things planned, and they most likely don’t know you, and thus don’t even trust you, and can’t do their research quickly enough to know if they can trust you.
With all these factors considered, phone calls are often set for failure. That’s why it often takes 8 follow-up calls to reach a prospect.
If you are wondering which is best for pitching in sales from this angle, without a doubt, the cold emailing tactic is a winner.
An email, somebody can open it at whatever time they have. You aren’t disturbing someone.
Here’s Our Suggestion:
Instead of cold calling, how about you mix both cold emailing and cold calling together.
What if you reached out to your prospect about scheduling a call. Say what you are, say what you want, and then offer a call. It doesn’t even have to be an email. You can send them a message on LinkedIn instead.
By reaching out to a prospect prior to a call, you are right away building trust and confidence, but most importantly, someone can make a schedule for you and prepare.
Cold Emails Don’t Tell You Anything
When pitching in sales with cold emails, if somebody picks up, you know that. If somebody sounds interested and starts asking questions, you know that. You get some sort of data.
With cold emailing, though? You get zero data.
When you send a message on social media, you at least know that it has been read. When it comes to sending emails, you know absolutely no information about what happens to your email after you send your email.
You don’t know if somebody has read your cold email and isn’t replying because they forgot or because they are opening your email a lot, trying to respond to your email with details.
…And what if your email wasn’t even opened?
Emails, at least without an email tracking extension like MailTag, do not provide any sort of data as far as what is happening with your email. And that makes it hard for you to select the prospects that have potential. Just as it makes it hard for you to know how to send the best possible follow-up that is more likely to cause a successful pitch.
Here’s Our Suggestion:
Use an email tracking extension.
Here’s How They Work:
If your email isn’t opened, you can automatically schedule a follow-up to be sent with MailTag after an x amount of days have passed. If your email is opened quite a lot, you can position that prospect as more likely to convert, and can thus focus on that prospect far more at this time than on a prospect that hasn’t yet opened your email. Wherein that instance, a simple follow-up will save you a ton of time as it will just make the recipient aware of the email.
Cold Calls Are on the Spot
Business decisions on the spot are often bad business decisions.
Let’s walk through this. Do you expect someone that’s in charge of a business to trust a stranger that just called them?
Of course, someone can verify who you are after a cold call, but in the moment of that call, they are naturally going to be hesitant because they don’t trust you, and you are taking up their time.
Not to mention that your prospect isn’t prepared.
And not everyone is at great at sales are you are.
Some people might be potentially interested, but they need some time to think about the questions to ask, to do their research, and to get comfortable. On a cold call that someone wasn’t expecting, that’s hard.
Emails Are More Trusted (Trust is Essential When Pitching in Sales)
What do you see when you receive a call? Just a phone number.
That’s one of the reasons why 80% of phone calls go to voicemail.
People don’t like to pick up phone calls from strangers. After all, there is a lot of scammers out there.
An email address? It’s more trusted.
Although, that depends on how you go about emailing.
Do you do one of the top 5 cold emailing mistakes, such as a lack of email signature, no professional email address, and a copy and paste?
It’s Easier to Reach Your Sales Prospect With an Email
A CEO of a company isn’t just going to give out his phone number on a website.
An email of your prospect, on the other hand? You are far more likely to find one with an extension such as Hunter, which finds all email addresses within a domain.
And even if you don’t find the email of the prospect you are trying to pitch, that email can be forwarded by someone in a matter of seconds, meaning it will reach the right person.
That’s often not quite as doable when it comes to a phone call.
It’s Much Easier to Close a Deal on a Phone Call
When it comes to pitching in sales, as far as the closing of deals is concerned, if you can get talking with someone on the phone, it’s much easier to close a deal on a phone call. Especially if your prospect was aware of a call previously because of the fact that all the questions that need to be asked can be asked and answered right away, and due to the fact, it’s much quicker to discuss on a phone call than through email.
…Somebody can call while walking or driving, meanwhile not as likely to reply to emails while walking and definitely not when driving.
Cold Calls VS Cold Emails? Which is the Best for Pitching in Sales?
Just like paid ads work best combined with organic content, the ability to mix between both a cold call and a cold email is the best practice for pitching in sales. While ultimately, the effectiveness of both will depend on your skills and what you are more comfortable with, as well as what your prospect is the most comfortable with.
Using voice is more trustworthy than text as it’s often hard to feel emotions in a text, and very easy to read something out of context, and calling is overall a more effective method of getting through topics, but people prefer to read an email at their own time, rather than being disturbed, and you never quite know if you are disturbing someone unless you scheduled a time.
Our advice? Send cold emails (or even LinkedIn messages) with cold pitches that are about a phone call. This method might require some more patience than if you just called, but you are looking for what’s best for pitching in sales because you want to convert more, and that’s how you do it.
And if that doesn’t work, follow-up whether with MailTag’s PINGs tool for automatic follow-ups if there’s no reply, or otherwise, if that doesn’t work, just call.
Of course, just like with anything it goes down to your skills, and not doing things that don’t work, which is why here’s also some sales pitching tips about things not to do…
How to Increase Cold Call and Cold Emails Conversions:
Get Someone to Refer You
If you say “Hey x, this is y, your friend c recommended me that I reach out to you as…”
…That right away creates trust that there is no other way to create.
There’s NOTHING that works as well in sales as peer recommendations.
If you already know someone or know someone that knows your prospect, mentioning the other individual goes such a long way.
- It creates trust right away.
- It allows your prospect to reach out to you the individual both parties know, possibly resulting in that individual talking great things about you, to your prospect.
9 in 10 referrals are made with recommendations. That speaks for itself.
Let us repeat, 90% of people are going to make a decision to buy something because of a recommendation by someone they trust.
Avoid These Terms in Your Cold Calls and Cold Emails:
- We provide.
- Free trial.
- Show you how.
Gingo ranked these as some of the 13 worst words to use when pitching in sales.
These terms plain and simple hurt conversion rates.
Think about it.
The word “payment” is quite emotional meanwhile words like “amount” is much more neutral and not quite as emotionally driven.
And lastly, never state the “Did I catch you at a bad time” phrase.