BY Jessica Helinski
Using AI for cold-calling research is likely not on your radar…yet. While AI use among sellers is growing, it’s still not widely used. But there’s plenty of opportunity for sellers to improve their cold-call success rates using this tool.
Cold calls have never been a popular activity among sellers. But it’s still a valuable outreach method. And when done well? It can produce fantastic results.
The key to great cold calls is effective pre-call research, which sets the stage for success. But this is an area where reps often falter.
30% of B2B sales reps say that pre-call intelligence is a top weakness of theirs, according to SalesFuel's research. And only 22% cite their pre-call research as a personal superpower. It’s clear that sellers are not adequately prepping for sales calls, which impacts a call’s success.
“Whether it’s a lack of time or know-how, sellers who don’t prepare for calls, especially cold calls, are dropping the ball,” AdMall Director of Sales Denise Gibson points out.
“They have to make sure that they do prep work before picking up the phone, or else, they’re hurting their chances of connecting with the lead.”
This is where AI can help.
How can AI boost cold-calling research?
As Hadley Mayse writes for gong.io, sales reps often struggle to balance preparation and impact. They either invest time researching prospects but sound generic on the call or are unprepared and lose credibility.
“The problem isn't lack of effort,” she explains.
“It's that traditional preparation methods leave reps with incomplete or outdated information.”
AI-powered cold call preparation can offer sellers relevant, conversation-ready prospect insights. Thanks to its ability to mine information from CRM systems to the internet, it can generate meaningful, valuable insights.
This gives reps what they need to have engaging, consultative conversations during cold calls that will impress leads.
What should sellers know about using AI for research?
When tapping into this digital tool before a call, sellers need to be aware of what they need. Not all data is useful for cold calls. The most effective prep prioritizes insights that create immediate relevance.
The company
Cold-calling research should always begin with understanding the business. Visualize’s Bryan Gregory suggests sellers, at a minimum, focus specifically on:
- An overview of the lead’s company
- News and updates
- Key stakeholders
To get started generating company-focused insights, he suggests inputting the following basic prompts:
- Provide an overview of [Company Name], including its history, mission, vision, and core values.
- Summarize the latest news about [Company Name] from the past six months.
- Who are the key executives at [Company Name] and what are their roles?
The industry
Effective cold-call research should also include looking into the lead’s industry. AI can help by scouring the internet for information on current news and trends, big industry players (i.e., competitors) and challenges.
“Demonstrating that you understand these components of the prospect’s business can help establish credibility and trust,” Gregory writes.
He adds that it can also identify areas for improvement (which your solution can aid with), as well as help you anticipate potential objections.
He suggests trying out the following prompts:
- What are the current market trends in the [Industry Name] industry?
- Who are the main competitors in the [Industry Name] industry, and what are their strengths and weaknesses?
- What are the main challenges and opportunities in the [Industry Name] industry?
Assist, don’t replace
These beginning steps can help enhance your cold-call research, saving you time and ensuring quality findings that are relevant to the lead. And as Gregory reminds sellers, AI, while helpful, should never completely replace your own efforts.
“AI is a tool that should supplement your already existing skillset,” he explains.
“Use it as a way to support and enhance your research and preparation efforts – not replace them.”
Supplement your work with what AI uncovers and tap into your own expertise to deliver a call that is both informative and has a human touch. Your own individuality as a seller will be what helps make the call successful.
And to polish those skills, take a look at these other tips for conducting cold calls that engage buyers, lead to more conversations and end with a deal.
Photo by Vitaly Gariev on Unsplash
