You only get one chance to create a first impression, which is the difference between getting a business appointment and being ignored.
Cold calling and cold emailing are the oldest selling techniques still relevant today. However, most sales professionals struggle to choose the most ideal for creating the first contact.
This article will give you an overview of the advantages and disadvantages of each technique, aiming to provide enough information for your following prospect approach.
Overview Of Pros And Cons Of Cold Calling
Cold calling has the main advantage of a personal touch. The best form of human interaction occurs between two human beings.
While you can craft a great subject line, use the most convincing words, customize your message, and end with a great call to action, nothing beats the experience of talking to another person directly.
Further, with a cold call, you can get direct responses, handle the objection, and use your creativity to convince the prospect.
The downside of cold calling is that it is highly intrusive. Even if you call at the best time of the day, a cold call is intrusive since it forces a prospect to divert their attention to pick the call. Further, cold calling is an aggressive and pushy sales strategy. This is because the cold call mainly focuses on the sales representative products and less on the prospect’s challenges. This makes cold calling an unpleasant experience, both for the sales executive and the prospect.
Overview Of Pros And Cons Of Cold Emailing
Cold emailing is a great tool for prospecting since it is less interruptive and less intrusive. The prospect can read the email during their own time, making this sales technique more prospects-centered than cold calling.
Further, cold emails are effective and cost-efficient, both time and money. You can send unlimited cold emails in a day, but the recommended number of cold calls is 30-40 per day. With each increasing cold call, the chance of closing a deal diminishes since the success rate depends on the convincing power of the sales representative.
Further, you can use various multimedia techniques, including photos, videos, books, and flyers, to convince the prospect with the cold email. The option to attach multimedia resources is not available in the case of a cold call.
The major downside of cold emailing is that it can be easily ignored. According to Hub spot, an executive receives an estimated 300 cold emails daily. How many of these emails end up in the spam folder? Probably a massive chunk of the emails.
Even those emails that receive a response are delayed, and you can never tell when a prospect will reply. If it takes a week, month or year, it becomes difficult to rate and track the success rate of the cold email if the technique yields result after one year. Remember, one of the qualities of a good-fit prospect is awareness of a need to be fulfilled urgently. If the prospect lacks the understanding of the need and is not eager to fulfill the need urgently, then such a prospect might not be the best to pursue.
How Can You Combine The Two?
You might be forced to combine the two techniques to win a prospect in some instances. For instance, you can use cold calling as the first touchpoint and a cold email as a follow-up to provide more information about the product or service.
On the other hand, if the cold email is your first touchpoint, the prospect might request a call to give further details about your services.
Every technique has its advantages and disadvantages. This article gives you more information to prepare you to start your prospection using cold calling or cold emailing.
One critical remark is that currently, there are many cases of abuse in communication. Although companies think the only affected is the customer, a spammy email or call is very damaging to the company’s brand. So think about respecting your prospects, and you will have more chances to succeed.