Many people think that cold-calling is not worth the effort; however, cold-calling is not dead. In fact, it is still one of the top ways to “connect” to your audience successfully. If you own a business that requires educating your audience, then cold-calling is important. In order for you to have the best chance of gaining more clients, you need to do everything you can in order to gain market share. This includes on-going improvement of database, SEO, trade shows, email automation, social media ads, and making those outbound calls to potential clients.
What is cold-calling in marketing?
When it comes to marketing, cold-calling is when a salesperson communicates with individuals who have not previously showed interest in the products or services that are being offered. Cold-calling in marketing can include making phone calls or telemarketing, which also involves in-person visits, such as door-to-door sales. A successful cold-calling salesperson needs to be persistent enough to handle repeated rejections.
Tips to make cold-calling a success
- Learn to embrace rejections
Rejection is an essential part of any marketing activity and you will not get success until you face rejection. This is the same with cold-calling. When you make a call to inform people about your products and services that they do not know about and still have no interest after educating them, they might hang up on you. If you continue to get “no” as a response, do not take it personally. Consider asking politely for an explanation as to why they are turning you down, without pushing for a sale. You could learn valuable information about selling tactics.
- Don’t waste their time or yours
Don’t expect to get a sales lead with every cold-call you make, it just doesn’t happen. By setting that expectation, you end up wasting not only your time, but others as well. When you make your list of audiences who you want to target, take it one step further and include the companies and potential clients who you believe you can help. Therefore when you make that phone call, you are only helping improve their business and not just wasting their time.
- Speak like a real human being, not a robot
Put yourself in the shoes of the person on the other end of the phone. Would you rather speak to someone who sounds interesting and truly believes in their products and services? Or would you rather speak to someone who sounds like a robot and talks in a monotone voice? Many cold-callers stick to their script too strictly and sound too much like a robot. Most individuals become bored after hearing someone speak like they do not care about their job or the products they are trying to sell. Therefore, if you want to makes sales, then you need to talk like you truly care. Aim for engaging in a meaningful conversation so you build a rapport with that person and start the beginning of a valuable relationship.
- Ask questions
Asking questions when you make cold-calls always benefits you and helps you achieve your desired results. Ask your potential clients about their needs and wants so you know what direction to take your sales pitch in. Inquire about their company and the types of products and services they are currently utilizing. This could help you introduce what you are trying to sell. At the end of the phone call, they may not need a certain product or service from you right now, but they will know what you are offering and have your contact information for future use.
- Pitch to the right prospects (and keep track of them)
Your lists are all about quality over quantity, so do your research and pick only the customers who really need your products or services. Your lists need to be organized and categorized, such as by industry or business size. It is also a good idea to keep track of who you have already contacted, who did not answer, who did not call you back, and how the conversation went.
- Come up with a call schedule that works
This may take some time to come up with but it will benefit you in the end. You will want to call during the potential customer’s normal business hours and keep in mind the midday lunch breaks. When you first begin, try different times throughout the day. This can help you find which timeframes and hours you have the most success with. Keep track of this information and plan your call accordingly.
Cold-calling is still a successful marketing tactic now-a-days. Companies need to be strategic and put into place the right methods. It can be an effective way of connecting with potential clients as long as you keep up-to-date on who your buyers are, how they buy, and how you can help them solve their problems.