{"id":4485,"date":"2026-07-31T13:17:33","date_gmt":"2026-07-31T11:17:33","guid":{"rendered":"https:\/\/comcare360.de\/?p=4485"},"modified":"2026-08-03T19:12:24","modified_gmt":"2026-08-03T17:12:24","slug":"from-post-and-pray-to-predictable-sales","status":"publish","type":"post","link":"https:\/\/comcare360.de\/en\/insights\/from-post-and-pray-to-predictable-sales\/","title":{"rendered":"From \u201cPost and Pray\u201d to Predictable Sales: Why the Phone Never Went Away in B2B"},"content":{"rendered":"

<\/p>

Ever\u00adyo\u00adne is redis\u00adco\u00adve\u00adring the pho\u00adne. Good sales teams had never put it down. Becau\u00adse Lin\u00adke\u00addIn and other social media crea\u00adte visi\u00adbi\u00adli\u00adty \u2013 con\u00adver\u00adsa\u00adti\u00adons crea\u00adte cla\u00adri\u00adty. The lis\u00adte\u00adner is back, even though he was never gone.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

\n
\ud83d\udccb Con\u00adclu\u00adsi\u00adon<\/div>\n

The tele\u00adpho\u00adne is curr\u00adent\u00adly being cele\u00adbra\u00adted as a new dis\u00adco\u00advery on Lin\u00adke\u00addIn \u2013 alt\u00adhough pro\u00adfes\u00adsio\u00adnal sales teams had never put the pho\u00adne down. This post puts the deba\u00adte in per\u00adspec\u00adti\u00adve: Lin\u00adke\u00addIn, con\u00adtent, email, AI, and auto\u00adma\u00adti\u00adon crea\u00adte visi\u00adbi\u00adli\u00adty and reach, but visi\u00adbi\u00adli\u00adty alo\u00adne is not sales. Only per\u00adso\u00adnal dia\u00adlo\u00adgue turns a data set into a qua\u00adli\u00adfied cont\u00adact. You will learn at which points in a mul\u00adtich\u00adan\u00adnel pro\u00adcess the tele\u00adpho\u00adne is the decisi\u00adve link, how you can qua\u00adli\u00adfy with BANT and an ABC clas\u00adsi\u00adfi\u00adca\u00adti\u00adon \u2013 and why your next orders may have long sin\u00adce been in your own CRM. <\/p>\n \u23f1\ufe0f Rea\u00adding time: approx. 8 minutes<\/span>\n<\/div>\n<\/div><\/div><\/div><\/div>

\n
Con\u00adtents<\/div>\n
1.<\/span> Sud\u00adden\u00adly, ever\u00adyo\u00adne dis\u00adco\u00advers the phone<\/a><\/div>\n
2.<\/span> Why the nar\u00adra\u00adti\u00adve of sales wit\u00adhout a tele\u00adpho\u00adne was so successful<\/a><\/div>\n
3.<\/span> The dif\u00adfe\u00adrence bet\u00adween visi\u00adbi\u00adli\u00adty and sales<\/a><\/div>\n
4.<\/span> Why peo\u00adp\u00adle remain important at cru\u00adcial points<\/a><\/div>\n
5.<\/span> The pho\u00adne as part of a mul\u00adtich\u00adan\u00adnel process<\/a><\/div>\n
6.<\/span> What can be cla\u00adri\u00adfied in a pho\u00adne call<\/a><\/div>\n
7.<\/span> BANT and ABC: Struc\u00adtu\u00adre for good conversations<\/a><\/div>\n
8.<\/span> The unde\u00adre\u00adsti\u00adma\u00adted oppor\u00adtu\u00adni\u00adties in one\u2019s own database<\/a><\/div>\n
9.<\/span> The atti\u00adtu\u00adde of Com\u00adCa\u00adre 360<\/a><\/div>\n
10.<\/span> Visi\u00adbi\u00adli\u00adty crea\u00adtes reach. Con\u00adver\u00adsa\u00adti\u00adons crea\u00adte business. <\/a><\/div>\n<\/div>\n<\/div><\/div><\/div><\/div>

Suddenly, everyone discovers the phone<\/strong><\/h3>\n

It is a remar\u00adkab\u00adle spec\u00adta\u00adcle. For years, the tele\u00adpho\u00adne was the chan\u00adnel in B2B sales that was only tal\u00adked about with a wrink\u00adled nose in cer\u00adtain cir\u00adcles. And now, sud\u00adden\u00adly, the same feeds are fil\u00adling up with a new rea\u00adliza\u00adti\u00adon: You have to call again. <\/p>\n

So that this artic\u00adle does not beco\u00adme a misun\u00adderstan\u00adding: This is not a plea to switch off all digi\u00adtal chan\u00adnels and march back to the dial. It\u2019s a plea to rethink sales for what it is \u2013 a pro\u00adcess that intel\u00adli\u00adgent\u00adly con\u00adnects peo\u00adp\u00adle and channels. <\/p>\n<\/div><\/div><\/div><\/div><\/div>

<\/span><\/div>

\u201cPost and Pray\u201d hits the quiet cor\u00adner of the pho\u00adne: While the feed glows with likes, reach and fol\u00adlo\u00adwers, order inta\u00adke and sales wait in vain for a conversation.<\/em><\/p>\n<\/div><\/div><\/div><\/div><\/div>

Why the narrative of sales without a telephone was so successful<\/strong><\/h3>\n

The the\u00adsis of tele\u00adpho\u00adne-free sales was so suc\u00adcessful becau\u00adse it hit a sore spot. Becau\u00adse let\u2019s be honest: Hard\u00adly anyo\u00adne likes to make pho\u00adne calls in a sales context. <\/p>\n

And this does not only app\u00adly to clas\u00adsic cold cal\u00adling. The agreed call\u00adback, the fol\u00adlow-up to an offer, the pre\u00advious inte\u00adres\u00adted par\u00adty, the exis\u00adting cus\u00adto\u00admer \u2013 all this cos\u00adts over\u00adco\u00adming. A post is easier to wri\u00adte than a pho\u00adne call is made. A mes\u00adsa\u00adge can be for\u00admu\u00adla\u00adted, cor\u00adrec\u00adted and sche\u00addu\u00adled at your lei\u00adsu\u00adre. A pho\u00adne call requi\u00adres you to be pre\u00adsent at the same moment, to react and to expect a real reac\u00adtion from the other person. <\/p>\n

The mes\u00adsa\u00adge \u201cYou don\u2019t have to call any\u00admo\u00adre\u201d was the\u00adr\u00ade\u00adfo\u00adre less a sales insight than a temp\u00adting pro\u00admi\u00adse. It freed from some\u00adthing uncom\u00adfor\u00adta\u00adble. The fact that it was so rea\u00addi\u00adly belie\u00adved says more about our rela\u00adti\u00adonship to tele\u00adpho\u00adning than about the actu\u00adal effec\u00adti\u00adve\u00adness of sales channels. <\/p>\n<\/div><\/div><\/div><\/div><\/div>

The difference between visibility and sales<\/strong><\/h3>\n

This is whe\u00adre the real error in thin\u00adking lies. Lin\u00adke\u00addIn, con\u00adtent and social media can gene\u00adra\u00adte atten\u00adti\u00adon and visi\u00adbi\u00adli\u00adty. Howe\u00adver, visi\u00adbi\u00adli\u00adty is not yet a con\u00adver\u00adsa\u00adti\u00adon, not a qua\u00adli\u00adfi\u00adca\u00adti\u00adon, not an appoint\u00adment and not an order. <\/p>\n

If you only publish con\u00adtent, send mes\u00adsa\u00adges and then wait for someone to get in touch, you are not sys\u00adte\u00adma\u00adti\u00adcal\u00adly cul\u00adti\u00advat\u00ading the mar\u00adket. He does \u201cpost and pray\u201d: post, send \u2013 and pray that some\u00adthing will come back. <\/p>\n

The pro\u00adblem with \u201cPost and Pray\u201d is not the indi\u00advi\u00addu\u00adal post or mes\u00adsa\u00adge. The pro\u00adblem is the lack of a sequel. Atten\u00adti\u00adon that is not trans\u00adfer\u00adred to a con\u00adcre\u00adte next step fizz\u00adles out. And a signi\u00adfi\u00adcant part of the sales suc\u00adcess is thus left to chan\u00adce \u2013 the hope that the right per\u00adson sees the right con\u00adtri\u00adbu\u00adti\u00adon at the right time and takes action on their own.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

Why people remain important at crucial points<\/strong><\/h3>\n

Espe\u00adci\u00adal\u00adly in B2B, it\u2019s rare\u00adly about fast, exch\u00adan\u00adgeable purcha\u00adses. It is about com\u00adplex decis\u00adi\u00adons that requi\u00adre expl\u00adana\u00adti\u00adon and are eco\u00adno\u00admic\u00adal\u00adly rele\u00advant. And befo\u00adre such decis\u00adi\u00adons, mana\u00adging direc\u00adtors, purcha\u00adsing mana\u00adgers and sales mana\u00adgers usual\u00adly want to talk to a poten\u00adti\u00adal part\u00adner in per\u00adson again. <\/p>\n

This is not just about fac\u00adtu\u00adal argu\u00adments and a lack of infor\u00adma\u00adti\u00adon. It\u2019s about trust, com\u00admit\u00adment, sym\u00adpa\u00adthy and the fee\u00adling of working with the right peo\u00adp\u00adle. This dimen\u00adsi\u00adon sim\u00adply can\u00adnot be read from likes, clicks or auto\u00adma\u00adted reac\u00adtions. It is crea\u00adted in direct dia\u00adlo\u00adgue bet\u00adween two people. <\/p>\n

In addi\u00adti\u00adon, the\u00adre is an often over\u00adloo\u00adked point: Many rele\u00advant top decis\u00adi\u00adon-makers do not spend their day on Lin\u00adke\u00addIn. They don\u2019t read every post, don\u2019t see every mes\u00adsa\u00adge, and don\u2019t respond to every digi\u00adtal cont\u00adact attempt. If you rely exclu\u00adsi\u00adve\u00adly on being noti\u00adced online, you are igno\u00adring a signi\u00adfi\u00adcant part of the very peo\u00adp\u00adle you actual\u00adly want to reach.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

The phone as part of a multichannel process<\/strong><\/h3>\n

So that the\u00adre is no new misun\u00adderstan\u00adding here: The pho\u00adne is not play\u00aded off against Lin\u00adke\u00addIn, email, con\u00adtent, auto\u00adma\u00adti\u00adon or AI. On the con\u00adtra\u00adry. Each of the\u00adse chan\u00adnels has its jus\u00adti\u00adfi\u00adca\u00adti\u00adon \u2013 and its spe\u00adci\u00adfic role in the process.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

\n
\n
Lin\u00adke\u00addIn & Social<\/div>\n

Visi\u00adbi\u00adli\u00adty & Reach<\/p>\n <\/div>\n

\n
Con\u00adtent<\/div>\n

Impar\u00adting competence<\/p>\n <\/div>\n

\n
Email & Outreach<\/div>\n

Speech<\/p>\n <\/div>\n

\n
Auto\u00adma\u00adti\u00adon<\/div>\n

Speed in the process<\/p>\n <\/div>\n

\n
Arti\u00adfi\u00adci\u00adal Intelligence<\/div>\n

Rese\u00adarch, prio\u00adri\u00adtiza\u00adti\u00adon, preparation<\/p>\n <\/div>\n

\n
Tele\u00adpho\u00adne<\/div>\n

Cla\u00adri\u00adfi\u00adca\u00adti\u00adon, qua\u00adli\u00adfi\u00adca\u00adti\u00adon, commitment<\/p>\n <\/div>\n<\/div>\n

Lin\u00adke\u00addIn and other digi\u00adtal chan\u00adnels crea\u00adte awa\u00adre\u00adness. Con\u00adtent con\u00adveys com\u00adpe\u00adtence. Auto\u00adma\u00adti\u00adon acce\u00adle\u00adra\u00adtes pro\u00adces\u00adses. Arti\u00adfi\u00adci\u00adal intel\u00adli\u00adgence rese\u00adar\u00adches data, prio\u00adri\u00adti\u00adzes cont\u00adacts, pre\u00adpa\u00adres con\u00adver\u00adsa\u00adti\u00adons, and sup\u00adports your employees. All of this is sen\u00adsi\u00adble and modern. But it does not replace the moment when a cont\u00adact beco\u00admes a relationship. <\/p>\n

This is exact\u00adly whe\u00adre the role of the tele\u00adpho\u00adne lies. It is neither an out\u00adda\u00adted chan\u00adnel nor the new panacea. At cer\u00adtain points in the pro\u00adcess, the  cru\u00adcial link<\/strong>: bet\u00adween visi\u00adbi\u00adli\u00adty and cont\u00adact, bet\u00adween cont\u00adact and qua\u00adli\u00adfi\u00adca\u00adti\u00adon, bet\u00adween inte\u00adrest and appoint\u00adment and bet\u00adween appoint\u00adment and con\u00adcre\u00adte busi\u00adness relationship.<\/p>\n

So the lis\u00adte\u00adner is not the enti\u00adre dis\u00adtri\u00adbu\u00adtor. At the cru\u00adcial points, howe\u00adver, it is the next step that makes ever\u00ady\u00adthing else effective. <\/p>\n<\/div><\/div><\/div><\/div><\/div>

The phone as part of a multichannel process<\/h3>\n

Each chan\u00adnel has its jus\u00adti\u00adfi\u00adca\u00adti\u00adon \u2013 and its spe\u00adci\u00adfic task in the process.<\/p>\n<\/div>

\n
\n
Lin\u00adke\u00addIn & Social<\/div>\n

Visi\u00adbi\u00adli\u00adty & Reach<\/p>\n <\/div>\n

\n
Con\u00adtent<\/div>\n

Impar\u00adting competence<\/p>\n <\/div>\n

\n
Email & Outreach<\/div>\n

Speech<\/p>\n <\/div>\n

\n
Auto\u00adma\u00adti\u00adon<\/div>\n

Speed in the process<\/p>\n <\/div>\n

\n
Arti\u00adfi\u00adci\u00adal Intelligence<\/div>\n

Rese\u00adarch, prio\u00adri\u00adtiza\u00adti\u00adon, preparation<\/p>\n <\/div>\n

\n
Tele\u00adpho\u00adne<\/div>\n

Cla\u00adri\u00adfi\u00adca\u00adti\u00adon, qua\u00adli\u00adfi\u00adca\u00adti\u00adon, commitment<\/p>\n <\/div>\n<\/div>\n

This is exact\u00adly whe\u00adre the role of the tele\u00adpho\u00adne lies. It is the cru\u00adcial link at cer\u00adtain points in the process.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

What can be clarified in a phone call<\/strong><\/h3>\n

An important point in advan\u00adce, becau\u00adse it is so often misun\u00adders\u00adtood: Tal\u00adking on the pho\u00adne does not auto\u00adma\u00adti\u00adcal\u00adly mean sel\u00adling. A good con\u00adver\u00adsa\u00adti\u00adon does not have to pro\u00addu\u00adce a deal in the end. It often does some\u00adthing much more valuable \u2013 it crea\u00adtes clarity. <\/p>\n

A sin\u00adgle pho\u00adne call can ser\u00adve, among other things, to:<\/p>\n

    \n
  • Iden\u00adti\u00adfy the right cont\u00adact person,<\/li>\n
  • get to know a cont\u00adact in person,<\/li>\n
  • under\u00adstand the actu\u00adal needs and situa\u00adti\u00adon of the company,<\/li>\n
  • Qua\u00adli\u00adfy a lead and sche\u00addu\u00adle an appointment<\/li>\n
  • to send rele\u00advant infor\u00adma\u00adti\u00adon in a tar\u00adge\u00adted manner,<\/li>\n
  • set a spe\u00adci\u00adfic fol\u00adlow-up date,<\/li>\n
  • Reac\u00adti\u00adva\u00adte an exis\u00adting cont\u00adact or win back a for\u00admer customer,<\/li>\n
  • dis\u00adco\u00adver addi\u00adtio\u00adnal poten\u00adti\u00adal with exis\u00adting customers.<\/li>\n<\/ul>\n

    The pho\u00adne call turns an anony\u00admous data set into an actu\u00adal dia\u00adlo\u00adgue. And it is this dia\u00adlo\u00adgue that makes a sales pro\u00adcess con\u00adtroll\u00adable in the first place. <\/p>\n<\/div><\/div><\/div><\/div><\/div>

    BANT and ABC: Structure for good conversations<\/strong><\/h3>\n

    In per\u00adso\u00adnal dia\u00adlo\u00adgue, infor\u00adma\u00adti\u00adon can be coll\u00adec\u00adted that is not reco\u00adgnizable through pure visi\u00adbi\u00adli\u00adty or digi\u00adtal reac\u00adtions. To ensu\u00adre that a con\u00adver\u00adsa\u00adti\u00adon does not slip into arbi\u00adtrar\u00adi\u00adne\u00adss, a simp\u00adle ori\u00aden\u00adta\u00adti\u00adon helps. The BANT prin\u00adci\u00adple has pro\u00adven itself:<\/p>\n<\/div><\/div><\/div><\/div><\/div>

    <\/h3>\n<\/div>
    \n
    \n
    Bud\u00adget<\/div>\n

    Is the\u00adre a rea\u00adli\u00adstic finan\u00adcial frame\u00adwork in principle?<\/p>\n <\/div>\n

    \n
    Aut\u00adho\u00adri\u00adty<\/div>\n

    Are you tal\u00adking to a decis\u00adi\u00adon-maker, a stake\u00adhol\u00adder or a rele\u00advant multiplier?<\/p>\n <\/div>\n

    \n
    Need<\/div>\n

    Is the\u00adre a con\u00adcre\u00adte need, a pro\u00adblem or a rele\u00advant goal?<\/p>\n <\/div>\n

    \n
    Timing<\/div>\n

    When could or should the topic be implemented?<\/p>\n <\/div>\n<\/div>\n<\/div><\/div><\/div><\/div>

    BANT and ABC: Structure for good conversations<\/strong><\/h3>\n<\/div>
    \n
    \n
    Bud\u00adget<\/div>\n

    Is the\u00adre a rea\u00adli\u00adstic finan\u00adcial frame\u00adwork in principle?<\/p>\n <\/div>\n

    \n
    Aut\u00adho\u00adri\u00adty<\/div>\n

    Are you tal\u00adking to a decis\u00adi\u00adon-maker, a stake\u00adhol\u00adder or a rele\u00advant multiplier?<\/p>\n <\/div>\n

    \n
    Need<\/div>\n

    Is the\u00adre a con\u00adcre\u00adte need, a pro\u00adblem or a rele\u00advant goal?<\/p>\n <\/div>\n

    \n
    Timing<\/div>\n

    When could or should the topic be implemented?<\/p>\n <\/div>\n<\/div>\n<\/div><\/div><\/div><\/div>

    It is important to note that BANT is not a rigid inter\u00adro\u00adga\u00adti\u00adon sche\u00adme. It is not a mat\u00adter of ticking off four ques\u00adti\u00adons mecha\u00adni\u00adcal\u00adly, but of under\u00adstan\u00adding in con\u00adver\u00adsa\u00adti\u00adon whe\u00adther and how a cont\u00adact can be meaningful\u00adly pro\u00adces\u00adsed further. <\/p>\n

    On this basis, cont\u00adacts can be divi\u00added into A, B and C leads for fur\u00adther processing:<\/p>\n<\/div>

    \n
    \n
    A\u2011Leads<\/div>\n

    The\u00adre is a con\u00adcre\u00adte need, and the cont\u00adact is rea\u00addy to make an appoint\u00adment in a time\u00adly manner.<\/p>\n

    Next step:<\/strong> Make an appoint\u00adment and prepa\u00adre properly.<\/p>\n <\/div>\n

    \n
    B\u2011Leads<\/div>\n

    The\u00adre is basic inte\u00adrest, but the cont\u00adact would first like to recei\u00adve infor\u00adma\u00adti\u00adon, con\u00adsult intern\u00adal\u00adly or still needs time.<\/p>\n

    Next step:<\/strong> Send rele\u00advant infor\u00adma\u00adti\u00adon and agree on a spe\u00adci\u00adfic fol\u00adlow-up time.<\/p>\n <\/div>\n

    \n
    C\u2011Leads<\/div>\n

    Curr\u00adent\u00adly, the\u00adre is no con\u00adcre\u00adte need or sui\u00adta\u00adble timing. The cont\u00adact will be taken into account for a later approach \u2013 in com\u00adpli\u00adance with the appli\u00adca\u00adble legal requirements. <\/p>\n

    Next step:<\/strong> Docu\u00adment sen\u00adsi\u00adbly and check again at the appro\u00adpria\u00adte time.<\/p>\n <\/div>\n<\/div>\n<\/div><\/div><\/div><\/div>

    On this basis, cont\u00adacts can be divi\u00added into A, B and C leads:<\/p>\n<\/div>

    \n
    \n
    A\u2011Leads<\/div>\n

    The\u00adre is a con\u00adcre\u00adte need, and the cont\u00adact is rea\u00addy to make an appoint\u00adment in a time\u00adly manner.<\/p>\n

    Next step:<\/strong> Make an appoint\u00adment and prepa\u00adre properly.<\/p>\n <\/div>\n

    \n
    B\u2011Leads<\/div>\n

    The\u00adre is basic inte\u00adrest, but the cont\u00adact would first like to recei\u00adve infor\u00adma\u00adti\u00adon, con\u00adsult intern\u00adal\u00adly or still needs time.<\/p>\n

    Next step:<\/strong> Send rele\u00advant infor\u00adma\u00adti\u00adon and agree on a spe\u00adci\u00adfic fol\u00adlow-up time.<\/p>\n <\/div>\n

    \n
    C\u2011Leads<\/div>\n

    Curr\u00adent\u00adly, the\u00adre is no con\u00adcre\u00adte need or sui\u00adta\u00adble timing. The cont\u00adact will be taken into account for a later approach \u2013 in com\u00adpli\u00adance with the appli\u00adca\u00adble legal requirements. <\/p>\n

    Next step:<\/strong> Docu\u00adment sen\u00adsi\u00adbly and check again at the appro\u00adpria\u00adte time.<\/p>\n <\/div>\n<\/div>\n<\/div><\/div><\/div><\/div>

    The underestimated opportunities in one\u2019s own data stock<\/strong><\/h3>\n

    And thus to a point that is regu\u00adlar\u00adly lost in the who\u00adle deba\u00adte about new chan\u00adnels. Many com\u00adpa\u00adnies are con\u00adstant\u00adly inves\u00adt\u00ading time and money in new leads \u2013 while their own data\u00adba\u00adses and CRM sys\u00adtems have num\u00ade\u00adrous cont\u00adacts with whom a con\u00adnec\u00adtion has long been established: <\/p>\n