Selling Cloud: 3 Cold Calling Tips

Cold calling customers for cloud is like cold calling customers for any other solution or service. Here are three ways you can stay ahead of the game.

Carrie Simpson, President

August 19, 2014

3 Min Read
Keep things simple when cold calling customers meaning stick to the basics
Keep things simple when cold calling customers, meaning stick to the basics.

Cold calling customers effectively can set your sales team up for long-term success in the cloud. Failing to recognize what you’re doing wrong when cold calling potential customers, however, is another story.

Keep things simple when cold calling customers, meaning stick to the basics. Cold calling customers for cloud is like cold calling customers for any other service. Bring value to customers.

The first rule of cloud cold calling is don’t talk about “the cloud.” Most business owners don’t know what “the cloud” is, nor do they realize that they’re likely already working and playing in it daily.

When calling a new prospect, start the conversation with an idea of what your solution can give them, not how they will use it or where it will live.

Sell increased efficiency, unified processes, scalability, consistency, rapid delivery, automation, reduced overhead, increased productivity, lower cost of entry, reduced total cost of ownership and the potential for increased revenue. (One at a time, please!) Once you’ve got a prospect interested in a particular result, you can address the tools they will need to use to achieve that result. Spoiler alert: cloud.

Don’t waste time trying to convert people who don’t immediately see value. Cold calling is a numbers game. This means you need to triage your leads, and recruit your marketing department to support your cold calling programs.

  • An “A” lead “gets it.” They require no education. They have an immediate need, and they are ready to talk. Escalate this lead to a closer. If you are the closer, carry on.

  • A “B” lead “gets it,” but isn’t yet experiencing enough pain. This lead requires nurturing. Maintain regular contact to remain top of mind — they will hit their pain threshold, and you will be the first responder when they do.

  • A “C” lead doesn’t understand the value of what you’re selling. They don’t “get it.” Abandon ship. A “C” lead should be pushed to a one-to-many webinar program or other drip marketing campaign, where they can choose to learn more (or not) about the solution without siphoning your precious and limited sales bandwidth.

Don’t let your prospect off the hook too easily. When a prospect is approached to discuss a new solution, there are some immediate resistance default settings.

“I’m too busy right now” should always be respected, but there is one default objection that I believe requires immediate countering, and that is, “Can you email me something?” And the answer to that is quite simply, no. You can’t. You’ve got them on the phone, so triage this lead.

Cloud solutions really don’t lend themselves well to PDFs and white papers. They need to be seen in action to really be appreciated. Ask them: “What will an email tell you that a quick demo couldn’t better show you?”

Then suggest a few times you available over the next few weeks and ask them to commit to one of them. If they will not commit to a demo, this lead goes to marketing, and you go on to the next call.

Which challenges have you faced while cold calling customers? Why is cloud more difficult to sell than other services?

Carrie Simpson is founder and CEO of Managed Sales Pros.

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About the Author(s)

Carrie Simpson

President, Managed Sales Pros

Carrie has 20 years of inside and field sales experience. She is the founder of Cold Calls Lead Generation, a business to business sales appointment setting firm. For fourteen years she has helped technology companies sell more, more efficiently. Carrie spent two years building the Managed Services lead generation program at The Eureka Project before founding Managed Sales Pros, a sales cycle acceleration firm that focuses exclusively on the managed services ecosystem. She was named by MSPMentor as one of the 250 most influential people in the technology channel for 2013.

Carrie still cold calls daily. She is responsible for client strategy at Managed Sales Pros and is available for consulting, training and speaking engagements. Carrie’s client list includes MSP industry guru Robin Robins, RMM vendors AVG Managed Workplace and Nable by Solar Winds, Network Security firm OpenDNS, the document management startup ITGlue and emerging and established MSPs from Seattle to New York City.

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