When managing a developing strategic model like Inside Sales Cold Calling 2.0, definition and differences are important to success.
Sales performance is at the center of a successful economy. And, the nature of sales is shaped and driven by evolving and dynamic forces just like the economy. Before managers presume to manage business-to-business (B2B) sales and business-to-customer (B2C) sales, they should understand the roles and models that go into the profession.
Inside sales are remote sales.
Insides Sales is still a broad term. It covers almost all remote selling in B2B and B2C situations, especially those selling high-ticket and/or complex products and services. As such, these sales develop multiple contact points between skilled sales people and different levels of decision-makers.
- Remote: Inside Sales reach from a control center through phone or Internet contact as opposed to the legacy in-person on-site sales call.
- Contact point: Inside sales reps will have multiple touch-points, contacting decision-makers in purchasing, engineering, marketing, finance, and more.
The Inside Sales Model, thus, depending on the size of the business, will organize into teams with leads, account managers, and inside sales technicians and engineers. Technology in the form of Customer Relationship Management systems provides big data and contextual information on prospects and existing accounts.
Inside Sales Cold Calling model covers a number of strategic approaches:
- Cold Prospecting: Inside Sales Reps make a high-volume of outbound calls.
- Account Management: Inside Sales Reps are assigned full-responsibility for the securing of an account, its development, and its continuity.
- CRM Management: Inside Sales Reps capture data that defines and builds the customer relationship, combing information from incoming calls and internal reports, logging data, and managing administrative tasks.
- Sales Prospecting: Inside Sales Reps make outbound calls based on sales leads that have been qualified as interested.
- Lead Qualification: Inside Sales Reps make calls to leads to qualify their readiness and suitability for follow-up by a sales rep assigned to that product line or specialty.
Inside Sales Cold Calling 2.0
Aaron Ross’s Inside Sales Cold Calling 2.0 is yet another strategic sales model. It focuses on prospecting into cold accounts without using cold calls in the traditional sense. It questions the value and process that approaches people who do not know you or care to hear from you. Inside Sales Cold Calling 2.0 believes leads can be generated predictably. Metrics will show what action produces what result.
Now, traditional cold calling is time-intensive because the sales rep must press through several channels to locate the right decision-maker. Cutting through that bottleneck is crucial.
- Rather than surprise people with a call, use other ways to reach the key players. Use well-directed and phrased mass emails to generate referrals to the decision-makers who will then expect the call.
- Track results metrics. Busy work like counting dials or calls per day is not as important as measuring qualifications and referrals, qualified leads, or lead conversion.
- Measure and emphasize evidence of repeatability and consistency to design and generate a pipeline with promise and predictability – leaving metrics like number of calls, calls per day, and length of calls to training stages.
If you are going to reward quality rather than quantity, you have to hire well. If the emphasis shifts from pressure to make 100 calls a day to qualifying five quality prospects, you need hungry, ambitious, and trainable candidates. You provide an Inside Sales Cold Calling 2.0 process and train them to it, so you have a self-perpetuating team.
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