July 2nd, 2015 | by
2 min read

Let’s just go ahead and say it – traditional cold calling is an idiot’s approach to sales. It’s a waste of time and money, and it’s no more effective than flipping open a phonebook and hoping that someone on the page will buy your product.

Phone calls are necessary for sales representatives to connect with prospects, but they need to have the right information before they pick up the phone. In today’s sales economy, context is power.  To that end, sales reps need to know three essential things about every prospect:

1.      Who Prospects Report To

Great prospecting is about talking to the right person at the right time. Sales professionals need to know exactly who they’re talking to so they can target messaging and accurately answer a prospect’s questions. Whether they know it yet or not, a properly qualified prospect needs your help. Prospects want to know how a product can help their company specifically, and how it can meet their boss’ goals. To make a sale, reps need to have these answers.

With a single Org Chart from DiscoverOrg, sales professionals gain access to a business’ entire hierarchy. Our detailed Org Charts outline who reports to whom in order to help reps identify key decision markers. Armed with deep insights on over 25,000 companies within DiscoverOrg’s powerful database, a sales rep can directly engage the right contact with the right message at the right time. For example, a sales rep can use targeted language, like a boss’ name, to snag a prospect’s attention and then transition into a sales pitch.

2.      Current Company Initiatives 

Before they even think of picking up the phone, sales professionals need to do the required prep work. It’s a simple step, but it’s one that many sales reps think they can skip. But guess what? They can’t. Sales people need to know what their prospects are looking for so they can move through the sales funnel quickly, and with a high retention rate.

We’ve always used Scoops to uncover purchasing intent, which helps sales professionals make informed business decisions, and our new Opportunity Alerts give sales people even more full-bodied consumer insights. As the name implies, our system alerts users to new opportunities by tracking online activity and digital content consumption of B2B buyers. Sales reps can use this data to gain an edge on their competitors by knowing who is looking for the product or service they offer.

3.      Current Company Technology

Sales professionals also need to know the types of technology their prospects use. It comes down to this – there’s no point trying to sell a business something that it can’t use. Our technology install base allows users to search for companies that are using a specific type of technology so they can tailor their pitches accordingly and reach out to more relevant prospects.

With the massive amount of data available today, no call should ever be truly cold. Any sales professional using DiscoverOrg’s database can say goodbye to traditional cold calling and pick up the phone with confidence. Don’t be the ignorant sales rep wasting someone’s time on an unnecessary call – know that you have the right information to make a sale before you ever pick up the phone.

About the author

Henry Schuck

Henry Schuck is the CEO of DiscoverOrg, a 7-time Fortune 5000 company, which he co-founded at the age of 23. He has extensive experience managing the sales and marketing activities of fast-growing information technology data companies.