From cold calls to spiked calls - Evernine Group gives tips for modernizing sales

Before solving the initial question, it is important to take a look at the last two years. A global pandemic has monumentally changed the way everyone works. Events and functions have been canceled, field sales trips have become virtual meet ups and more and more business is taking place online. This state of affairs has often been described in the media as the “new normal”. In many places, voices are being raised that this was a development that was not brought about by the pandemic, but merely accelerated. Sales teams need to be aware of this and position themselves accordingly - but where to start?

Before moving on to the more complex topics, such as building up an appropriate database and new sales techniques, the softer topics should first come to the fore. Many people rightly get goosebumps when they hear the word “mindset”. This term has been misused too often by supposed internet experts with expensive watches and sports cars who want to reveal the secret of a five-figure passive monthly income to others on LinkedIn or YouTube. What lies behind the word, however, is much more than a new way of thinking and an understanding of digital communication platforms. Many people are still unaware of the potential of platforms such as LinkedIn & Co - let alone how to use them efficiently.

Skilled salespeople have significantly more scope and freedom here than on traditional sales channels. Social media is not only suitable for extroverted self-promoters, but also for good listeners - keyword: social listening. There are numerous exciting ways in which salespeople can use social media to gather information about target companies and potential contacts.

One example is current press releases issued by a target company and, if required, information on specific topics that the company in question is currently dealing with. Purchasers and decision-makers and their areas of responsibility can also be identified - as can their professional CVs and areas of interest or the degree of networking they have with their own sales team. Is there already an indirect connection here, and if so, what is it? What is currently driving the target company? What is the history of the company to be approached? Who decides what? All of this can be found in social media, but also on the web. Why is this still so little used?

Now back to our initial question. Has the telephone had its day? Of course not. But digital and data-based sales are turning cold calls into spiked calls. Appropriate pre-qualification, social monitoring and the like make it possible to enrich telephone calls in advance with information and an individual story. Spiked calls increase the chances of success immensely - for example, if reference is made to a mutual contact (e.g. via LinkedIn) with the contact person on the other side of the receiver, or if the caller shows that they already know the individual challenges and topics of the target company - in relation to the specific company and not the industry in general.

“The classic sales DNA remains fundamental to being really good at this job. However, digital platforms and tools can make day-to-day work much easier and create more room for creative approaches - which also benefits customers,” summarizes Tobias Lilienthal, Head of Sales Excellence at the Evernine Group.

The Evernine Group offers sales managers a series of workshops for this purpose - from setting up a “Digital Me” to the use of sales ambassadors and the development of approach strategies.

Further information can be found on the Marketing Class Academy website and here.