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Cold Calling - Cold Calling Techniques That Really Work!

April 10, 2012 | Comments: 0 | Views: 91

Call it cold-calling; call it telemarketing; call it sales; telesales; call it lead nurturing. At the end of the day one thing remains common: you want to connect with the person at the other end of the line and sell them something.

Now I'm in a unique position as a marketing professional. Not only do I have the pleasure of working with "inside sales" and developing programs, scripts, etc., I also have the pleasure of receiving many of these "cold calls". As such, I feel a kinship, heck even empathy, for those folks who are on the other end of the line/email when it seemingly appears out of the blue.

I have made it a personal rule over the years that if I don't recognize the incoming phone number, it goes to voice mail. If I do happen to pick up the phone, in a momentary lapse of judgement, you'd better be on the ball. I can promise you, no matter what time it is, I DON'T have a few minutes to spare right now. Offer to book a time and send me some information in advance.

If you REALLY want to talk to me then I need to see the value in it. How will you make my job easier, my day better or my campaigns more successful? Know who you're talking to, both from a business perspective and a persona perspective. Understand my challenges and offer a differentiating alternative.

On the other hand, I do tend to sympathize more than others, since I too am measured on the success of outbound marketing and lead conversion. This means that yes, I may fill out your survey, I might listen to your pitch, I will review (skim) the material you send me and I will probably visit your website.

So if you want to elicit a response from me, here are my top tips:

  1. Do speak slowly and clearly. Spell your name and/or company name if you have to. And for goodness sakes don't whiz through your phone number!
  2. Do tell me why you're calling.
  3. Do send me a proper calendar invite when I agree to a call. Make sure your contact details are included should I need to reschedule.
  4. Do spell-check your email and any attachments you send me.
  5. Do have a compelling subject line for your email and make sure the 1st paragraph supports it.
  6. Do make sure you know my name and the name of my company.
  7. Don't leave a voice mail that says you want to discuss an "opportunity" without giving me some clue as to what it's about.
  8. Don't leave your whole pitch in a voice mail. If 10 seconds has passed and you're still droning on, I will hang up.
  9. Don't tell me you have done work with IBM, Microsoft, Cisco, etc. Apparently everyone has. It doesn't differentiate you.

Finally, if it sounds like you're reading from a script, if there are lots us "umms" and "errs" then, you guessed it....CLICK.

But here's the good news. If you impress me with your approach and if I see a fit for your product/solution, chances are very high that I will give you an opportunity to quote for my business. And once you win me as a customer, and deliver on your promises, then not only will you have a repeat customer, but you will also have a loyal recommender to a vast network of colleagues and friends.

About Joanne Gore

Joanne Gore has nearly twenty years of enterprise marketing and communications experience, including corporate and small office environments. She is a talented and creative marketing professional, always positive and able to see the big picture. She possesses the organization/prioritization skills which allow her to manage multiple projects from inception to implementation, meeting deadline demands and budgetary constraints.

A true mentor, Joanne marries her passion for marketing with clear, creative feedback and inspiration. Joanne develops lead generation and conversion programs, re-brands product lines, implements social media strategies, manages PR and media relations campaigns, overhauls websites, develops highly targeted marketing campaigns, and delivers results.

Joanne is a marketing geekette by day, a fitness instructor by night, and a mom 24-7.

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Source: EzineArticles
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Article Tags:

Voice Mail


Call Returned


Inside Sales




Cold Calling


Sales Quota


Customer Loyalty

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