5 Cold Calling Myths for Packaging Equipment Companies You Shouldn't Believe

Cold calling, a practice that has been a staple in sales for decades, is often clouded with misunderstandings—especially in industries like packaging equipment. In an era where digital channels are increasingly popular, it's easy to overlook the enduring power of a well-placed phone call. However, cold calling remains an indispensable tool for connecting with potential buyers, establishing relationships, and driving sales. Let's explore these myths in greater depth and discover how you can harness the power of cold calling to enhance your sales strategy in the packaging equipment sector.

#1) Cold Calling Is No Longer Effective

As the digital landscape expands, packaging equipment sales reps are increasingly turning to online tools—social media platforms, email marketing, and automated messaging systems—to reach potential customers. However, to believe that cold calling is no longer effective is to underestimate the power of direct, human-to-human interaction. A study conducted by Salesforce underscores this point, revealing that a staggering 92% of customer-to-business interactions still occur over the phone. This statistic is a testament to the enduring value of cold calling, even in a digital age.

Think about it: the medium you use to contact prospects often dictates their response. When you reach out via phone, you initiate a conversation that can lead to immediate feedback and a direct response, whether that's a return call or continued dialogue. On the other hand, if you limit your outreach to emails or LinkedIn messages, your engagement is restricted to that medium, and the personal touch is lost. For those struggling to find accurate phone numbers or relying solely on email addresses, tools like SalesLeads' Sales & Marketing Intelligence database are invaluable. With just a few credits, you can unlock the contact information you need to connect directly with decision-makers. Don’t miss the opportunity to elevate your cold calling strategy by integrating the right tools into your process.

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#2) Buyers Won't Listen to Voicemails

It's a common misconception that voicemails are a waste of time—that buyers will simply delete them without listening. However, the reality is quite different. Reaching a buyer on your first cold call is rare; it often takes multiple attempts—sometimes half a dozen or more—to finally connect. In these cases, leaving a voicemail is not just a fallback; it’s a strategic component of your outreach. According to research by Inside Sales, buyers listen to an average of 30 seconds of a voicemail. This gives you a critical window of opportunity to capture their attention and convey your value proposition.

The key to a successful voicemail is brevity and clarity. A well-crafted 30-second message can make all the difference in whether a buyer decides to return your call. Instead of viewing voicemails as a dead end, think of them as an extension of your sales pitch—one that can be fine-tuned and perfected to increase your chances of engagement. By consistently leaving thoughtful, concise messages, you build familiarity with the buyer, making it more likely that they will reach out when the timing is right.

#3) Time of Day Doesn't Matter

One of the most overlooked aspects of cold calling is the timing. The time of day when you reach out to potential customers can significantly impact your success. For packaging equipment companies, the optimal times for cold calling are often early in the morning, between 7:00 and 8:00 a.m., or even earlier, especially when targeting plant managers or facility managers. Why? Because these professionals are often at their most receptive before the daily grind of operations begins.

However, this isn’t a one-size-fits-all rule. Different managers and decision-makers have different schedules, and what works for one may not work for another. This is why experimentation is key. Try reaching out at various times throughout the day to determine when your target audience is most responsive. Track your results and adjust your strategy accordingly. Remember, even a small change in timing can lead to a significant improvement in your cold calling success.

#4) Buyers Prefer Email Over Cold Calls

In today’s digital world, it’s easy to assume that buyers prefer to communicate through email. And while it’s true that some packaging equipment buyers do prefer the convenience of email, many still value the immediacy and personal connection that comes from a phone call. In fact, a report found that 59% of B2B buyers consider sales emails to be irrelevant. This highlights a critical advantage of cold calling: it allows you to engage directly with the buyer, address their needs in real-time, and tailor your approach based on their immediate feedback.

Cold calls offer an opportunity to establish a rapport that emails simply cannot. You can adjust your tone, clarify points of confusion, and respond to questions or objections on the spot—all of which are difficult, if not impossible, in an email exchange. By leveraging the power of cold calling, you position your packaging equipment company as more than just another vendor; you become a trusted partner who understands the buyer’s unique challenges and can provide tailored solutions.

#5) Cold Calling Is Time Consuming

Perhaps the most pervasive myth about cold calling is that it is inherently time-consuming and inefficient. While it’s true that cold calling can be a time investment, it’s also one of the most direct and effective ways to generate leads and close sales—if done correctly. The key to making cold calling efficient lies in targeting the right buyers from the start. By focusing on qualified leads—such as operations managers, plant managers, or facility managers—you can significantly reduce the time spent on unproductive calls.

Tools like the Sales & Marketing Intelligence database from SalesLeads can be game-changers in this regard. They allow you to quickly identify and connect with decision-makers who are more likely to be interested in your packaging equipment products or services. By streamlining your cold calling efforts, you not only save time but also increase the likelihood of generating meaningful conversations that lead to sales. In the end, cold calling is not about the quantity of calls you make, but the quality of the connections you build.