Social Selling vs. Cold Calling vs. Cold Email | Which one works best?

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When I first started my career, I worked in a boiler room. It felt and looked like the scenes in Scorsese’s “The Wolf of Wall Street”, despite the fact I was only making $35K/year.

There were 200 reps. And they were led by a massively overweight Philadelphian man who we’ll call Matt (his name was not really Matt).

On day one, any ideas or conversations of cold email or social selling were dismissed. They planted the thought that all pipeline comes from the phone; everything else was a myth.

So we’d pump out 300 calls each. Every day.

And guess what? It worked incredibly well for 10% of the reps. The top 20 of us generated over 80% of the company’s revenue.

But the other 80% of reps were struggling. They didn’t have strong phone skills. For years, I simply thought, “They suck. Plain and simple. They don’t belong in sales.”

After I left that company, I started networking with other reps and sales leaders. Will Allred was able to break into key accounts with targeted cold email. Jesse Ouellette turned high-volume cold email into a cash machine. Will Aitken and Kyle Coleman were attracting thousands of leads just by posting on LinkedIn and talking to strangers online.

Yet, here I was, manually calling people.

I tested out all three channels. Cold email. Cold calling. Social selling.
Each one worked well.

But when I combined them together - when I cold called the VP that kept revisiting my LinkedIn profile and emailed his colleagues - my results were unbelievable.

If you’re wondering what channel works best… they all work really well.

While I wouldn’t give this advice 2 years ago, I’m giving it now: Master every sales channel.

It’s not a distraction.
It’s simply better outreach.

With love,
James Hanzimanolis

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