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How to Streamline Your B2B Company's Material Handling Cold Calling Strategy

By Evan Lamolinara | 03/25/2019 | 8:40 PM | Categories: Current Affairs

PhoneHow much time does your material handling company spend cold calling prospective buyers? Even with the advent of digital and online sales channels, many material handling companies such as forklift, aerials, conveyors, AGV, AGC still use cold calling as part of their overall buyer outreach strategy. It's an easy, inexpensive way to promote a product or service to prospective buyers. But not all cold calls will result in a sale. On the contrary, a study cited by HubSpot found that just 1% of cold calls lead to an appointment, and even fewer result in a sale. You can still use cold calling to sell your company's products or services, but you should consider streamlining this tactic so that it doesn't consume all your material handling company's time and resources.

Limit Calls to 10 Minutes

Some material handling sales reps assume that longer cold calls are more likely to result in a sale than shorter cold calls. A report published by ZoomInfo found that calls lasting six to 10 minutes have a 29% higher conversion rate than calls lasting longer than 10 minutes. Therefore, you should try to keep your cold calls under 10 minutes. Stretching out a call for the sake of keeping the buyer on the line isn't the best way to use your time. If a buyer isn't going to make a purchase, you should move on to the next phone number on your list.

Reach the Decision Maker

Another way to streamline your company's cold calling strategy is to try and reach the decision maker. The person whom you call may or may not have the authority to make purchases on behalf of his or her business. If you reach a receptionist, for example, there's a good chance he or she won't be ale to make a purchase. To overcome this challenge, you should try to reach the decision maker. Whether it's the company's CEO or any other executive, decision makers have the power and authority to make purchases on behalf of their business.

Call at the Right Time

The time of day when you call prospective buyers will affect the success of your company's cold calling strategy. Statistics show that the best time of day to make cold calls is between the hours of 4:00 and 5:00 p.m., unless you know that they start their day earlier and end earlier too. Many warehouse, manufacturing and distribution centers often start their day by 6:00 a.m. or 7:00 a.m. So, adjust your time accordingly as the right time to call.

Now that you know how best to handle cold calling strategies, here’s how you can get to the right decision maker that has an active project going on that can use your products and services. As you may be aware, our team of researchers uncover active projects in industrial facilities, warehouses, manufacturing plants. Our Project Reports provide you with the contact person(s) for the active project as well as direct phone number and direct email. Give both strategies a try. You only have appointments and sales to gain.

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The opinions expressed herein are those solely of the participants, and do not necessarily represent the views of Agile Business Media, LLC., its properties or its employees.

About Evan Lamolinara

Evan Lamolinara

Evan Lamolinara is president of SalesLeads, Inc., a company that has been around for over 60 years, generating high quality sales leads dedicated to the sales & marketing professionals in the industrial marketplace. Mr. Lamolinara, an entrepreneur and competitor, purchased the legacy company in 2014. Since then, he's redeveloped its core software delivery platform and grew the company over 400%. Evan graduated from Mount Union College with B.A. Business Management and honed his competitive skills as a 3-year letterman on the College football team.



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