The COVID 19 pandemic has affected B2B sales disproportionately. How can business bounce back? Here are 5 best cold calling tips for post pandemic sales success.

In early 2020, no one could quite predict how the COVID 19 pandemic would affect business. One year later, not only has it negatively impacted sales and growth but has brought numerous businesses to their knees.  B2B sales have particularly been hard hit as everyone adopts a wait and see attitude.

Research shows that 50% of B2B buyers are cutting market budgets and holding off on purchases. Fortunately, there is some light at the end of the tunnel. With the promise of a vaccine and an end to lockdowns in sight, businesses must step up their sales techniques to survive in a post-pandemic environment.

One way that businesses can do this is by doubling down on prospecting. The logic is that if 50% of businesses are cutting down on budgets, then the other 50% are not. This is especially true for businesses in communication technology and e-commerce. B2B businesses can get a piece of the pie by intensifying their prospecting efforts using all available methods.  Think email marketing, social media, pay-per-click advertising, and cold calling.

In particular, Cold calling can play a fundamental role when it comes to prospecting for leads post-pandemic. Traditionally, it is not the easiest sales method there is. Cold callers find themselves having to contend with unanswered calls and uninterested prospects. However, if tweaked appropriately, cold calling can still be useful in B2B sales, particularly at a time like this.

Further, several post-pandemic dynamics have turned the tables for cold calling. Research shows that B2B seller interactions have moved from face to face to digital, and this model serves both selling and prospecting. As more sales interactions take place over the phone, it means that with the right preparation, it will be easier to have someone pick up your call.

Here are our best B2B Cold Calling Tips for Post Pandemic Sales Success:

Understand how the pandemic has affected your prospect

Similar to prospecting before the pandemic, understanding your prospect's situation before you call is fundamental. Cold calling a prospect only to hear that the business closed down or is undergoing layoffs can get awkward quickly. Before you make the call, check their website and social media accounts for relevant updates. Find out what they are struggling with and tune your value proposition as an answer to it.

Another important angle to consider is your prospect's customers. How have they been affected by the pandemic, and how has their buying behavior changed? For instance, if you sell restaurant equipment, you know that your prospect may not be looking to buy immediately due to lockdowns.

Be empathetic and offer value

During these unprecedented times when everyone is looking to survive, being empathetic with your buyers will go a long way in creating lasting connections. When you get someone on the other side of your phone, avoid giving them a sales pitch. Start by finding out how they are doing and how the pandemic has affected their business.

Listen attentively without interrupting, and do not be afraid of asking questions that can help you establish how their buying process has changed. It is only by empathetic listening that you can understand what the buyer needs. At this point, you may mention incentives, discounts, or favorable payment options you may be offering.

Due to the pandemic, B2B sales are happening much differently, with a lot of the usual back and forth cut by the inability to travel or have face to face meetings. This means that a cold call can quickly turn warm and generate results faster than it would have before. If you have clearly communicated value, you might just jump to the head of the line when your prospects decide to buy.

Follow up on cold leads

You probably have a list of leads that you haven't spoken to in six months or more. You might even have dismissed some of them entirely. This is the time to break out that list and try your luck. The pandemic has caused so much disruption in businesses, forcing them to adapt and change. A buyer who was not ready to commit six months ago might be ready now.

Most importantly, the pandemic has affected businesses negatively, and B2B sales teams must stay relevant and connected with buyers. This can be achieved by sending them tailor-made information, sharing relevant market insights, and answering their questions. Knowing what customers are struggling with, what they are looking for, and how their businesses are faring will help design solutions to their needs.

Capitalize on referrals

If ever there was a time to go all out to get leads, it is now. This includes taking advantage of past (and happy) customers to refer you to other potential buyers in their circles. A truly cold call results in a sale only 2% of the time. Research shows that referrals result in 3-5 times more conversions, and the lifetime value of a referred customer is 25% higher than that of other customers.

When a past customer gives you a referral, it creates a level of familiarity which can instantly get you through the door to a meeting. From there, it is up to you to create a trustworthy relationship by delivering as expected.

Some B2B businesses are losing out on getting new clients for failing to take advantage of referrals. This is while 78% of B2B marketers confirm that referrals generate excellent quality leads. So, what are you waiting for? Whip up a list of your happiest clients and request them to recommend you to contacts in their industry who might benefit from your product/service.

Overhaul your script

If you have a trusted cold calling script that has brought you great results before, toss it out. To go back a little, a script is fundamental for cold calls. This is because it helps you stay focused on the conversation at hand without adding fluff and unnecessary pleasantries that may take away from your goal. It also boosts confidence, mainly if you are new to cold calling.

However, post-pandemic cold calls will need a little more creativity as it is not business as usual. It may be harder to get hold of a decision maker with remote and working from home arrangements. Fortunately, due to the pandemic, businesses are taking a more inclusive approach to financial decisions. As such, your pitch needs to read like you are talking to the decision-maker and not as a bridge to them.

Similarly, businesses are making buying decisions more carefully. After doing your research and establishing a need, you need to demonstrate value in real terms. If your script is not doing this, then you are likely to go around in circles.

Conclusion

The COVID 19 pandemic has wholly upended how business is done. B2B sales have suffered greatly, and businesses have to rethink their sales techniques to stay afloat. This includes going all out on prospecting on social media, PPC adverts, cold calling, email marketing, and others.

With a proper understanding of the client's situation and an empathetic attitude, cold calling can play a significant role in getting new business leads. This is alongside capitalizing on the power of referrals, redefining calling scripts, and following up on cold leads. As a 'new normal' sets in, the businesses that continue prospecting with consistency will thrive. Click here to learn more about how to do B2B cold calling the right way: https://saleshive.com/.