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3 Perspectives On B2B Cold Calling In 2022

18 February 2022

The Boss to Boss Podcast features remarkable sales and marketing minds from the world of B2B & professional services.

This week we spoke with Owen Richards, founder and CEO of Air Marketing, a telesales and marketing agency that has seen astonishing growth since its launch in 2016.

In our conversation, which you can listen to in full here, we discussed the traits that define the world’s best telesales experts, how businesses can make the already challenging lives of their telesales team as straightforward as possible, and when we should expect the “death of B2B telesales” to finally arrive.

But first:

A quote from Owen:
There is nothing more effective than the phone at having a human conversation at volume. Don’t get me wrong, 10 years ago operations that were prospecting only using the phone are now doing so using email and using social alongside. But it will continue to play a mix in B2B outbound prospecting for the foreseeable future. There’s a reason why there are 10,000 SDR roles out there in London alone.

A thought from me:
The very fact that cold calling is more expensive than throwing up a LinkedIn ad… The very fact that it can’t be scaled at the push of a button. The very fact that it is bloody hard work… For all these reasons, it carries an impact and meaning that cannot be replicated through digital channels. And now that everyone has access to so much information, the ability to dislodge our audience from their decision making trajectory and teach them something new is more important than ever. I cannot imagine a more effective way of doing so at scale than over the phone.

And one from the archives – Michael Edwards, telesales expert and COO of the prospecting agency, EBQ, recently remarked:
You have to do everything possible to gain market share; continuous enhancement to SEO, trade shows, email automation, social media ads, and most importantly, outbound calls to potential customers. You can do everything possible to warm your database up, but in the end, you have to pick up the phone and call the people that aren’t calling you.
Until next time, Dan


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