How to Cold Call B2B Leads

How to Cold Call B2B Leads B2B marketing

How to Cold Call B2B Leads

Do you think cold calling is shunned?
Certainly, the receptionist may think so.
But you can’t talk to the person in charge unless you ask the receptionist to intervene.
To talk to the person in charge, you need to be a little creative.

Understand the role of the receptionist on a representative call

First, the role of the person who answers the representative phone is as follows.
To listen to who is calling and to decide whether to transfer the call to the person in charge or not.

Therefore, the receptionist wants to know

  1. who do you want to talk to?
    Who from what company?
  2. what is the purpose of the call?

If this information is not obtained (or if it is not understood even after listening to the conversation), the call will be disconnected immediately.

Especially in the case of a call to a list with no names (addressed to the person in charge of the XX department or the person in charge of the XX system), there is no way the receptionist can understand the detailed system, and the person in charge of XX alone does not know to whom the call should be forwarded.

Even if you know where the call is being forwarded, if you do not communicate the purpose of the call to the person in charge, the person in charge will assume that you do not know what the call is about and refuse the call.

Therefore, (1) knowing immediately to whom to transfer the call and (2) informing the person in charge of the call of the purpose of the call are important factors in cold calling.

What exactly should we do?

There are many points for inside sales representatives to consider.
In this issue, we will introduce some of them.

Using Organization Information

In many cases, even if you do not know the name, if you know the division, you can contact the division representative. If it is a division representative, they will understand immediately if you ask for the person in charge of XX. The organization chart may be included in the company profile on the web page, so be sure to check it. Also, if you check seminar information, you may find information as a speaker.

Keep your message as short and clear as possible, and give it in 8 seconds.

It is easy to give a long explanation, but very difficult to keep it short. However, whether you can do so will dramatically change the rate of contact with the person in charge.

For example, in our case, “We are a marketing company specializing in B2B. We provide support for new lead acquisition. We are contacting you today to provide you with some useful information. Could you please forward this to our marketing department to the person in charge of the exhibition?” 

Declare it is not a sales pitch

Some companies clearly state to the receptionist, “Please do not take sales calls. In such cases, we may tell the receptionist, “I am not calling today to introduce our services, but to provide you with information about your current situation. By doing so, the possibility of being forwarded to the person in charge is much higher.

These are just a few examples.

Things to keep in mind when cold calling

Your contact person will take time out of his or her busy schedule to answer the phone.
Even if we are confident that we can provide information that will benefit our clients, it is the person in charge who decides whether it will be beneficial.

It is important to appreciate and respond to the receipt of important business time.
On the other hand, it is also a company’s responsibility to provide any information that would be beneficial to the customer.
Under such circumstances, we would like to ask that the person in charge understand the content of the call before deciding, rather than having the receptionist refuse the call.

Inside Sales Representatives are specialists in delivering customer experience and improving customer engagement through phone calls.
We want to continue to improve and devote ourselves to this task daily.

I&D provides high-quality inside sales representative services based on our track record of more than 3,000 projects completed in the past. Please feel free to contact us for more information.

The writer of this article.
Miyuki Saito

Manager, Global Solutions Department

Over 15 years of experience as a marketing manager, product manager, promotion, etc. for various global B2B companies.

Has executed many projects to support foreign companies wishing to start sales activities in Japan to expand their business overseas.

Graduated from the University of California, Berkeley.

Miyuki SaitoFollow
B2B marketingMarketing Strategies
Miyuki SaitoFollow


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