Lessons from a Cold Call

Yesterday I received a cold call from a local real estate company.

Here's exactly how it went:
"Hi, this is Kathryn."
"This is Dan from XY Real Estate. Are you looking to sell your home?"
"No."
"Are you sure?"
"Yes."
"Ok, thank you. Bye."

No qualification, rapport or value and a HUGE ask. Why is that?

1. What gets measured gets done. If there’s a daily KPI around call volume, ensure business development reps have a caveat relating to pipeline stage or qualification and reframe what a cold call is today.

2. Believe in and enable social selling. Sales teams need to build relationships and get attention where buyers are. Content is the currency of the modern sales person.

3. Marketers, arm your sales teams with valuable tools and talking points that aren’t related to an ask. To stand out today means being interesting, memorable and relevant. Having and sharing industry data and insights is table stakes.

Kathryn Frankson is a B2B event sales and marketing professional at UBM. A believer that 2018 communication means knowing how to get the markets attention through thumb stopping content, audience development and storytelling, she executes sales and marketing strategies in the catering, special event, cruise shipping and pharmaceutical space.

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