Cold Calling Sales Approach not Working


Dear M & M:

Cold calling sales approach just does not seem to be working any tips to get better results

– Dan

Dear Dan:

According to CSO Incites that 57% of the purchasing decisions have been made before the seller meets the buyer. The days of “one and done” are over too. Even if you are dealing with one key decision maker on average there are 4 people involved in business to business (B2B) purchasing decisions. It is increasingly more important to find out what goes into a purchasing decision and what goes on to get a formal final approval. According to a survey in 2011 from Neilson 90% of consumers trust their peers and only 10% trust an unknown source. Further research shows that cold calling hits a brick wall 97% of the time. Leverage your relationships and network, network, network. Referrals are a great way to increase your chances (the stronger the referral the stronger the relationship). Some say the chances of your pitch being successful increases 4 times if you are referred to the prospect by one of his peers. Establish credibility. According to IBM in 2012, 75% of B2B purchases use social media as part of the decision process. People share everything in today’s environment of social boundaries. LinkedIn is a great way to leave a trail for people to find out information about you in a professional B2B relationship. In today’s ever increasing socially connected business world, using online channels to connect and engage with prospects might be a great way to increase your chances of closing the deal. Tactfully using social data collected just might be your in.


To ask your questions: Call the Small Business Development Center(SBDC) at Cochise College (520)-515-5478 or email or contact the Sierra Vista Economic Development Foundation(EDF) at 520-458-6948 or email


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