{"id":363,"date":"2017-02-28T13:00:15","date_gmt":"2017-02-28T13:00:15","guid":{"rendered":"http:\/\/blog.datananas.com\/en\/?p=363"},"modified":"2017-07-07T16:59:14","modified_gmt":"2017-07-07T14:59:14","slug":"cold-calling-2-0","status":"publish","type":"post","link":"https:\/\/blog.datananas.com\/en\/cold-calling-2-0\/","title":{"rendered":"What is Cold Calling 2.0 ?"},"content":{"rendered":"

Cold Calling 2.0 is a prospecting technique allowing you to prospect new accounts without Cold Calling.<\/p>\n

Cold Calling a prospect means that he does not know you and is not expecting your call… not great! Based on this observation, Aaron Ross thought up a new process he could set up at Salesforce.com without using Cold Calling.<\/p>\n

This Cold Calling 2.0 technique is part of a more global approach which also gave its name to the book he wrote: Predictable Revenue.<\/p>\n

By creating a dedicated prospecting team at Salesforce, the Predictable Revenue \/ Cold Calling 2.0 technique allowed the sales team to generate 100 million dollars of Annual Recurring Revenue (ARR).<\/p>\n

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After several tests using emailing as the first contact method, Aaron Ross managed to increase response rate with an ingenious idea:<\/p>\n

Cold Calling 2.0: the technique<\/h2>\n

Instead of sending an email directly to the decision-maker, the prospecting\u00a0 technique 2.0 involves sending an email to his direct manager<\/strong>, or to someone a hierarchical level or two above the decision-maker, asking him to refer you to the right person.<\/p>\n

For example, if your decision-maker is the Marketing Director, you would send an email directly to the Managing Director.<\/p>\n

The Rules to follow<\/h3>\n

For Cold Calling 2.0 to work (and more generally, any prospecting approach using Cold Emailing<\/a>), there are several essential rules to follow:<\/p>\n

Don’t send a message that is too sales-oriented, like: “Hello XX, Let me introduce myself. I work for X, we have been selling Y to Z since 1867, blah blah blah…”<\/p>\n

On the contrary, the email must be very short and get right to the point (“short and sweet<\/strong>” in the author’s words). \u00a0You must remember that by targeting this level of the hierarchy, the person who will receive your email already receives about 200 emails a day.<\/p>\n

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  1. Your email must be readable in full on a smartphone screen.<\/strong><\/li>\n
  2. The answer must not require more than two seconds at most: either a “yes,” or a click on the “forward” button, etc…<\/li>\n<\/ol>\n

    In this email, you will only ask one thing: to speak with the person who manages X, where “X” is the problem your product solves, or a particular function. If your email is straight to the point, there is a good chance the Managing Director will transfer it to the decision-maker.<\/p>\n

    The decision-maker who receives your forwarded email will generally have no other choice than to make an appointment for a phone call. \u00a0After all, it is his boss who is asking him!<\/p>\n

    In another article, you will discover few examples of emails that use Cold Calling 2.0.<\/p>\n

    Cold Calling 2.0 benefits<\/h2>\n

    There are many benefits to Cold Calling 2.0:<\/p>\n