Here’s a potentially hot sales take: When done correctly, cold outreach isn’t actually a crapshoot. While it may seem like purely a numbers game, there’s much more to it than how many emails a salesperson can send or phone calls they can make.
For starters, salespeople who’ve mastered the art of cold outreach know that the real work happens before they even pick up the phone or open their inbox. Luke Mallery, a senior business development executive at heavy equipment marketplace Machinio, told Built In Chicago he doesn’t open his inbox or pick up the phone until he knows what the company does, who he wants to speak to and how he can help them.
“It’s important to remember that this is an introduction, and you need to answer those questions before they ask them,” said Mallery.
Tyler Shouse, an enterprise partnership manager at Arrive Logistics, also conducts deep research before cold outreach. In addition, he roleplays and imagines himself on the other line and what he’d want from a call with a salesperson.
With proper preparation and persistence, salespeople can tip the odds in their favor and use cold outreach to hit their KPIs and exceed their quotas. Here are tips on how to do just that from two sales pros who’ve made cold outreach work for them.
Arrive Logistics is a technology-powered freight brokerage that connects companies with cargo to move, including The Home Depot, Samsung and Kellogg’s, with carriers.
How often do you use cold outreach methods, and why and when do you turn to these methods?
In the logistics field, cold outreach is an essential tool. In a perfect world we’d be inundated with inbound sales opportunities, although we all know that is not the case. I utilize cold outreach every day because consistency over time is the key to success. A successful salesperson should never lose the skill to cold call. Through our training and mentorship programs here at Arrive, we preach that you must constantly hone your craft over time to achieve success.
On the personal side, the “why” is important for me. It’s a powerful thing to understand that in sales, I own the ability to generate income for myself through personal effort. The “why” I work for is to provide a good life for my family and I. Sales is a trying, oftentimes frustrating trade, and it’s important to remain motivated and driven by both your professional and personal goals.
I utilize cold outreach every day because consistency over time is the key to success.”
Share a time where cold outreach worked for you. What did you do and why was it successful?
Quite a few years ago when Arrive was a lot smaller and we did not have the extensive customer base we currently have, I saw an opportunity to carve out a niche. I began prospecting and focusing heavily on the paper and packaging industry. I targeted some of the bigger players in the space and began my research.
I became an expert in the field, not only on their unique logistics needs, but the industry as a whole. I could speak their language, and understanding their business helped drive their confidence in my ability to perform and drive value as a supplier once given a chance.
If someone’s going to employ cold outreach methods, what should they definitely do and what should they definitely avoid?
When you are utilizing cold outreach there are some clear do’s and don’ts. I always try to put myself in the customer’s shoes and ask what I want out of a potential supplier. It’s clear that no one wants to be sold to and the image of a pushy salesperson is not well received.
Research your prospects thoroughly. Make your message clear and personalized and demonstrate value to their business. Always be courteous, professional and thank people for their time. At the end of the day everyone is really busy, so consistently following up at a tolerable pace is the key to pushing an opportunity over the goal line. I’ve always been told that the squeaky wheel gets the oil, but squeak too much and you’ll be replaced. Find that happy balance.
Machinio is a platform to buy and sell used heavy equipment, including excavators, furnaces and presses. The company also offers website hosting and dealer management software.
How often do you use cold outreach methods, and why and when do you turn to these methods?
Cold outreach is a large part of my role and has become my go-to method to establish relationships with potential clients. I learned early on that you can’t rely on a prospect to reach out to you first, even if they’re a perfect fit. If you find the perfect customer, you need to be proactive and reach out to them to communicate the value of working together.
Share a time where cold outreach worked for you. What did you do and why was it successful?
You need to be persistent when using cold outreach because you don’t connect with the right person at the company on the first call every time. Last month, I cold called a used machinery dealer who I thought was a perfect fit and was immediately told there was no interest by the office manager. I called again the next week and was lucky enough to catch the owner, who told me he relies on the sales manager to vet companies like Machinio.
I then called the sales manager and mentioned I was only an hour away and would be happy to make the drive to visit in person. He invited me to his office that same week and we had a great conversation. He’s looking forward to starting his Machinio Advertising membership in September. In addition, we uncovered other opportunities, and they are now considering using our website hosting and dealer management software, Machinio System.
Cold outreach was successful in this case because I knew this was a business I wanted to work with and I kept trying. It took a few calls where I was told there was no interest before having a great conversation with the right person!
If someone’s going to employ cold outreach methods, what should they definitely do and what should they definitely avoid?
Focus on who, what and why. Before you reach out, research the potential client and know “who” in the company you want to speak with, “what” the company does and “why” they should be open to having a conversation with you. Tell them who you are, what your company does and why you’re reaching out in the first minute of the phone call. It always helps to incorporate some recognizable references from their industry to build credibility and curiosity. You should not take rejection too seriously. Good timing is a large part of your success and is mostly outside of your control.
Tell them who you are, what your company does and why you’re reaching out in the first minute of the phone call.”
