Qualify accounts and contacts before calling: Cold Calling 1.0 involves calling or emailing into unfiltered industry-based lists of targets. Prospecting into accounts of marginal potential is the most common waste of time by Sales Development Reps and companies. Spend serious time on identifying and clarifying your Ideal Customer Profile. Define what companies are the most similar to your top 5-10% of your customers, defined as the ones likeliest to purchase for the most revenue, and develop focused target lists based on these tight criteria. Research rather than sell: When reps do call into cold accounts, rather than cold calls, make “research calls.” The intention is different, rather than trying to get the decision maker on the phone, a rep simply learns about the company and whether there is even a potential fit or not. Blackberry-sized emails: Avoid sending long sales emails that no one reads. Send emails that are very short (readable on a blackberry) and to the point. Be honest and to the point—what are you looking for? Go beyond basic SFA: Leverage your sales force automation (“SFA”) systems in every way possible. For example, you MUST use dashboards. What about applications for de-duplication and data cleansing, contact acquisition, or tools that tell you when prospects that you are in touch with visit your website? There is a wealth of options now to enhance every step of your process — in fact, there are so many options it can be confusing! Don’t let that stop you from constantly testing new applications to see what works for your company.