Has cold calling gone the way of the woolly mammoth and the saber-toothed tiger?
While many will nod in the affirmative to that question, cold calling still has a place in the marketer’s toolbox. So, if the details of this decades-old marketing method escape you, let’s quickly review this strategy’s finer points.
Cold calling uses unsolicited calls to lure people toward purchasing a company’s goods and services with the ultimate goal of converting these folks into long-term customers.
While ‘experts’ have predicted the demise of cold calling for years, with rumors of its imminent death buoyed by the plethora of online options available for gleaning sales leads, the grave is still empty.
But is cold calling as effectual as it used to be? That’s a fair question, and the answer is probably no. However, the truth is that cold calling still works and should have a place in your company’s marketing strategy because it can still be an active player in marketing success.
Check out these stats that back up the it’s-still-alive-and-kickin’ status.
About 51% of company owners say they prefer sales reps to contact them via phone compared to email, faxes, drop-in visits, and other media.
82% of buyers report they have accepted meetings with salespeople after a series of contacts that began with sales cold calls.
57% of C-level executives say they value information from phone calls with sales reps.
So, why does cold calling still work? Why does this been-around-for-a-long-time marketing method continue to chalk up successes?
The reasons are many, but let’s focus on two specific advantages cold calling offers.
It’s a personal connection with another person
Despite the convenience of digital access to anything and everything, talking with an actual person provides an experience that, in many ways, cannot compare to gleaning information electronically.
Finding common ground makes these person-to-person encounters not only more successful but more pleasant as well. More connect-y. Pre-call research or savvy people/conversation skills make the discovery of said common ground easier.
It cuts through the clamor of internet and social media noise
Not to cast a negative light on the online world, but sometimes it’s nice to take a break from what can be an overwhelming number of voices vying for one’s attention. The more sources hawking their wares, the more some folks become oblivious to the noise and shutdown. Especially those who prefer a
more personal touch.
Consider these “best bets” for making the most of the energy invested in cold calling.
Timing matters, so time your calls right
Timing can make or break the call, so think before you dial. Avoid lunchtime and the very end of the day. The first few minutes of the workday may not be advisable either. So, think late morning, before lunch, and early in the afternoon.
Make the focus on their problems rather than your product
Attention to the prospective buyer’s/client’s needs should be the lead focus of the call. Take time to understand their challenges and concerns. Emphasize their pain points rather than your products or services. When the time’s right, present the appropriate products and services offering aid, solutions, guidance, etc.
Strategizing marketing methods that fit your recruiting and staffing firm is what ASJ Partners does best.
Our team of marketing experts, paired with your company’s passion for placing right-fit candidates, can’t help but be a winning combination. So give us a ring today to see how a partnership with ASJ can spell success.
