Page 53 - Burnham Sales Optimization Blueprint 2018-2019

THE POWER OF A NETWORK

Relationship Mapping: Cold Calls & Warm Calls

from Wharton School of Business

Cold Calling: Unsolicited Call

• Only 2% of cold calls result in an appointment (Leap Job).
• 74% of companies don’t leave voicemails.
• In 2007 it took 3.68 cold call attempts to reach a prospect. Today it takes 8 attempts.
• On average, sales managers make no more than 2 attempts to get a lead through cold calls.
• It takes an average of 18 calls to actually connect with a buyer.

You might have heard the saying, “cold calling is dead.” The data suggests otherwise. An industry
study showed companies who said cold calling is dead experienced 42% less growth than those
who said it was alive.

Warm Calling: Invited or Personalized Call

• Very few reps are actively asking for them.
• 73% of executives prefer to work with sales professionals referred by someone they know.
[Source: IDC]
• Salespeople who actively seek out and exploit referrals earn 4 to 5 times more than those who
don’t.
• 84% of buyers now kick off their buying process with a referral.
• 92% of buyers trust referrals from people they know.
• 91% of customers say they’d give referrals. Only 11% of salespeople ask for referrals.
• The lifetime value of referred customers is on average 16% higher than that of non-referred
customers.

Mapping Tool:

3 Suspects:

1. ___________________ Cold or Warm

2. ___________________ Cold or Warm

3. ___________________ Cold or Warm

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