Cold outreach is challenging, whether you’re doing it on the phone or via email. Connecting the two can be even trickier.
In a sales world with constant debate over what works and what doesn’t, we’re taking it back to the basics. If you’re just starting out as a sales or business development rep, I’m here to help.
Here are four tactics to help you better connect your cold emails with cold calls:
#1: Reference your research
Too often, reps throw away their personalization research once they get a prospect on the phone. What a waste of valuable insights! That understanding could help keep a buyer engaged long enough to decide if they’re interested.
A simple solution is to use your email research in cold calls to show you've done your homework. On the call, cite a specific paint point you highlighted in your email. If it was your reason to reach out over email, why should that change once you have them on the phone?
Even if they didn’t respond to your email, they might have seen it. They also might prefer to talk on the phone. It’s critical to connect the dots between your email and why you’re showing up on the phone.
#2: Ask open-ended questions
To help connect the dots, ask an open-ended question that references the research you did for your email.
Example: "I sent an email earlier about how our product can help with email deliverability. After seeing the sales team's growth, I thought it might be relevant. Can you tell me a little more about the challenges your team has been facing as you’ve increased your email outreach?"
Ask an open-ended question and cite a specific problem. You're more likely to get the person to open up and share information about their challenges. Once you have them talking, you can dive into more specific research and tie it to your product or service.
#3: Incorporate statistics
Statistics and numbers don’t typically help during cold emails. But your prospect may be more open to a stat verbalized in a way that resonates with their unique position.
Example: "Our email coaching tool includes personalized prompts that have our users seeing an average of 20.5% open rates." That same number may have made your caller's eyes glaze in an email. But it may be what grabs their attention when you’re speaking on the phone.
#4: Use relevant personalization
A good practice is to review your research before you get someone on the phone and keep it open during the call.
If you’re still building your personalization process, these are helpful insights for creating backups and segments.
Even with little to no info, you can usually find meaningful talking points on the buyer or company’s LinkedIn page or website. But don’t just reference the school they went to. That lacks relevance. Your email personalization practices can apply to your cold call, too.
You can also use Lavender to search through summaries of relevant information, social media profiles, and personality insights for tips on your buyer’s communication preferences.
These insights can be the make-it-or-break-it for keeping someone engaged on the phone. Don’t go spitting transactional phrases at someone who prefers a more conversational tone!
Of course, not every call will go smoothly. You might get hit with objections like "I'm really busy right now" or "I'm walking into a meeting."
Don't worry. That’s par for the course in sales. It’s not always about winning — it’s about managing losses. Try to turn the objection into an opportunity to continue the conversation, even if it’s just for a moment.
Ask if you can briefly explain why you're calling and see if it's relevant for them. And if all else fails, remember there are other prospects in the pipeline.
Here’s a roundup of tips for connecting the dots when following up on that email:
- Reference your research when you call them
- Ask an open-ended question
- Stats can get people thinking
- Relevant personalization > any personalization
Personalizing your emails and carrying that research into your cold calls is an effective way to book meetings. But it wouldn’t be sales if there were a guaranteed way to get through to each person.
By referencing the pain points you highlighted in your email and asking open-ended questions, you can establish credibility and get your buyer talking to give you the best chance to succeed.
Author bio: Maren is an SDR at Orum and a former hospitality professional who comes to SaaS sales with a passion for exploring tech stack additions, connecting with the community, and cuddling with her dog.