Three Reasons Salespeople Default to Email for Outbound Prospecting
There is no tool in your sales arsenal that is more powerful than the phone. None. Yet sales professionals across the spectrum have abandoned the phone for spamming prospects with an endless stream of email.
Fear of the Phone
In many cases this destructive behavior has its origin in fear. These salespeople are afraid of rejection and therefore avoid talking to people. Email allows them to keep people at arms length.
Ignorance of the Power of the Phone in Outbound Prospecting
In other circumstances, it is a case of ignorance. Salespeople have been blasted with the false message that the “phone no longer works.”
They’ve been lead to believe that the only way to effectively prospect is by email. Therefore, they stuff outbound prospecting sequences with spammy emails rather than leading with the phone first.
Finally, there is the failure of leadership. From sales managers to marketing organizations, salespeople are not being taught how to do outbound prospecting by phone or held accountable for talking to people.
Leaders, through their actions and inaction, encourage email first vs phone first outbound prospecting sequences. This results in thin pipelines and, in many cases, a negative impact to the company’s brand.
Phone First Outbound Prospecting Sequences
The objective of outbound prospecting sequences is to improve the probability of engaging a prospect. For this reason, sequences deploy multiple communication channels and prospecting touches over set duration of time.
The key to effective outbound prospecting is talking to people. So, for best results, front load your outbound prospecting sequences with phone touches.
The phone is the easiest and fastest means of engaging in conversations with and setting appointments with high quality prospects. Therefore, to fill your pipeline faster, in less time, lead with a phone first approach on outbound prospecting sequences.