Cold-Calling Still A Viable Marketing Approach
Finding new clients is no easy feat and it is up to you to find the best means with which to do that. In the present age, since we have a lot of digital approaches at our disposal, it is easy to think that we can dispense with cold-calling.
Nothing can be further from the truth. Cold-calling is a marketing approach in which the marketer calls a potential client to solicit business without having prior contact with that client. Annoying right?
If done right, cold-calling can be an effective marketing approach for your business. Despite your fear to engage in this type of practice or despite your thinking that the approach is beneath you as some believe, it is worthwhile to give it a try and attempt to perfect it.
Select A List Of Suitable Clients
To do cold-calling right, you should avoid making it a numbers game. Throw out the mindset that every person in the phone book is a client and stop thinking that it's only about the numbers or the high number of calls you make.
On the contrary, it is not automatic that the more numbers you call, the more clients you will get. Instead think of making quality calls that are likely to produce results in your favour. It is better to talk to a few prospects and have promising results than go through the frustration of calling a lot of numbers and have almost nothing to show for it.
So how do you make quality calls? You start by building your call list based on who is likely to be interested in what you are offering. You need to do some research into your potential clients when building your call list. Have a criteria for establishing how someone qualifies to be on the list.
Use As An Introduction, Not To Push For A Sale
The reason that cold-calling has such a bad reputation is that it has often been used to push for a sale, often in an intrusive way. The cold-caller would put pressure on the prospect and try to force them or trick them into buying.
This approach is counter-productive. A better approach is to use the cold-call as an opportunity to introduce yourself and your business. Make it a pleasant conversation between your business and a prospect.
In the introductory call you simply have to introduce the business, present its value proposition and seek an opportunity for you to meet or call the prospect at a letter time. Once the pressure is off the prospect, they are more likely to be open to a meeting and hearing more about your offering.
It is at the later meeting that you fully present your offering when you will have the prospect's full attention and can then proceed to dazzle them with your marketing genius along with offering a good solution.
Avoid Fully Scripting The Call And Keep It Short
Most people will prepare a script to use on all prospects before hand. They write down what to say, memorize it and spit it out to the prospect. This is well and good until you stop and take note that people can sense a scripted conversation which automatically puts them off.
I am not saying you shouldn’t prepare for what to say but rather it should not be memorized word for word. Know what you are going to say in general and let the specifics be dictated by the flow of the conversation.
You also want to keep the call brief. Do not go on and on, taking up too much of your prospect’s time. Most people have a lot of things to do rather than listen to you go on and on about your offering. By respecting your prospect's time, you are likely to get a positive outcome.
Cold-Calling Is Hard
Prospecting is not easy and when you choose to cold-call, it's not going to be easy on you and your people either. It is an activity that strikes fear even in the hearts of the bravest of souls.
Cold-calling has a bad reputation because most people do not like to be called and disturbed when they are going about their daily business only for someone to make a sales pitch at them. That is why many countries have rules about when and how you can cold-call people which you have to observe.
There have also been many instances of scammers cold-calling and tricking people by either misrepresenting themselves or outright posing as someone else. It is your set task when you cold-call to remove any doubt in your prospect’s mind that you are genuine and not a scammer.
There is also the matter of facing and taking rejection. It is likely that you will face many rejections when you cold-call and this can take a toll on even the most confident individuals. Being rejected so many times has a psychological impact that may result in feelings of despondency and inadequacy and result in a declining ability to complete further calls.
Still A Viable Approach
Even though there are many other marketing approaches available online and off, you should not rule out cold-calling. You would rather use cold-calling in conjunction with these other marketing approaches. After all, very few things only work in isolation.
Furthermore, some of your prospects may not even be online and the best way to reach them is to cold-call. Whatever the reason, cold-calling is a proactive approach that allows you to actively reach out to prospects. It is an approach that you should surely explore.