Mastering the Cold Approach: Smart Strategies for B2B Sales
What If I'm Starting From Scratch?
You've landed a big B2B sales role or you're starting something on your own. You're starting from right here, with no momentum at the moment. You believe a cold approach sales strategy is the way forward. What do you do?
A cold approach sales strategy in B2B sales can feel like walking a tightrope – challenging, but with the right balance, incredibly rewarding. It's about more than just making a call or sending an email; it's about strategic planning (have a good reason behind each touch point), respecting your prospect's time, and demonstrating value from the very first touch. Here are some actionable tips to refine your cold approach and boost your B2B sales success.
1. Precision Over Volume: Do Your Homework
Legitimate Interest as a reason for contact is often seen as something as a worse version of an Opt-In. But in fact, done right, Legitimate Interest can be wonderful. Because if you've done your homework and you have a really good reason to get in touch, you'll be well received 99% of the time, even with a cold approach sales strategy.
Before you even think about reaching out, research is paramount. In B2B, a truly "cold" approach should be rare. Leverage tools like LinkedIn Sales Navigator, company websites, and industry news to understand:
Their Business: What do they do? What are their recent achievements or challenges?
Why You're Measurably Going To Make Their Life Better: What pain points might they be experiencing that you can solve? What problems do you solve 2x or 5x better than their current solution.
The Angle That You're Taking: Explain why you're getting in touch. Give evidence about why. In a 'non-eyeroll' way, personalise to their life. Did they just secure funding, launch a new product, or announce a strategic shift? Mention it but make sure it actually adds to the conversation.
2. Master Time Management in Your Outreach
Your time is valuable, and so is your prospect's. Efficient time management is crucial for cold outreach success.
Batch Your Activities: Dedicate specific blocks of time to prospecting, emailing, or calling. This helps you get into a rhythm and reduces context-switching.
Prioritise Prospects: Score the prospects to prioritise the ones that you solve the problem the most for, or that feel the pain the most. Focus your prime outreach time on the highest-potential targets.
Experiment with Timing & Channels: While there's no magic bullet, test different times of day and days of the week. For B2B, early mornings or late afternoons often work well, as decision-makers might be less swamped with internal meetings.
3. The Art of "Permission-Based" Next Steps
This is where many a cold approach sales strategy fails. Don't go straight for the jugular. Instead, aim to get permission for the very next, small step, like sending an email. This builds trust and opens the door for deeper discovery. Here’s a proven sequence:
The Initial Approach (Call): Explain Who You Are & Ask for Permission to Send Info: Call them to explain in 5 sentences who you are, why you're calling them, why you're measurably better, that you have proof to this effect and ask them is it okay to send information to show it?
Leverage the "Yes" for Immediate Discovery: Now that you've got a moment, ask as many questions as isn't annoying around their needs, problems, current solutions, buying window, etc.
Send the Information & Follow Up with Value: Follow up to your email with a call that essentially says "Do you like it? Is us providing a quote something you'd like to talk about now or at a point in the future?
Don't: Send an email 1st and then call. This approach lies on your thoughtfulness and honesty about what you'd like to do and the importance you place on their permission for you to do so.
Do: By implementing these strategies, your cold approach becomes less about "cold calling" and more about "strategic opening" – building rapport, uncovering needs, and positioning your solutions to the right people, at the right time.
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