With social media, email and other digital communication channels getting more and more attention, cold calling seems pretty much a waste of time, right? Just like everything else in life, it all depends on your approach. If you pick up the phone and expect people to say ‘yes’ to your every sales pitch, you’re in for a big disappointment. On the other hand, if you pick up the phone and commit to doing your best, you will most certainly get positive results in the long run. When it comes to talking with their prospective customers, companies have a plethora of options: social media and email among many other channels. Despite the proliferation of many sales and marketing channels, cold calling remains one of the most effective tools in getting across your message.
Despite its widespread use and its proven results over and over again, some people are still wondering if cold calling is worth the effort. Because, let’s be honest here: cold calling sometimes sucks. Know why? No one wants to go be rejected over and over again. No one wants to hear cursing and yelling on a daily basis. Cold calling is tough, and not everyone can do it. Yet, everyone should learn to cold call. Why? Because it works. Also, it teaches you how to connect with people on a more emotional and personal level. People don’t just buy products or services; they buy feelings and emotions. Done the right way, cold calling can yield great results.
In a world where consumers are becoming more and more demanding, having an online present isn’t enough. Sure, you can get results by having a clear digital marketing strategy. What about sales? How can you ensure stable growth and keep costs low at the same time? That’s where cold calling comes into play.If you want to make meaningful connections with your prospects, cold calling is one of the best ways of doing just that. Granted, you need to do your own research before making phone calls. The more you know before your target audience beforehand, the better for your cold calling strategy. Below are just some of the major benefits of cold calling:
You get immediate feedback
Unlike social media or email where you have to wait before you get a response, cold calling allows you to get immediate feedback, be it positive or negative. You don’t have to wait for hours to get a quality feedback; you get direct response from the person you’re calling. Confidence is key. The more you know about your product or service, the better you can explain it to your prospects. Prompt feedback allows you to not only gain an accurate insight into the speaker on the other end of the phone line, but also tailor your message at that very moment.
Build a personal relationship
As consumers become increasingly demanding, you need to find ways to stand out from the competition. Building highly personalized relationships with your prospects is crucial. Contrary to popular belief, cold calling is still one of the best ways of connecting with prospects on a more personal level. There are a lot of digital communication technologies way more sophisticated than the classic phone calling, but they do not make up for one basic human need: hearing another human voice, talking to a human and not just receiving some automated messages. Cold calling can be turned into ‘warm’ if you do your own research about prospects. One tip is to try and find common ground with your prospects. People appreciate it when you try to connect with them on a more personal level.
Remove clutter and noise
While email providers have done a lot when it comes to spamming, we’re all familiar with the huge amount of spam we receive on a day-to-day basis. Social media has been heralded as the future of online advertising, and rightly so. The truth is, we’re bombarded with messages from companies we’ve have never heard of, from companies whose messages don’t appeal to us on a personal level. Cold calling removes all the clutter and noise, leaving only what’s really important: meaningful communication and relationships. When you talk one on one with a prospect, you remove all that internet noise and focus on the person you’re talking to. Less noise, more meaningful conversations.
Customize your message
In a world where we’re constantly bombarded with messages that don’t necessarily appeal to us, finding ways to personalize your brand messages can make a huge difference. While it is true that many salespersons rely on a script to introduce themselves to prospects, they can easily deviate from the script and adjust to the person they’re talking to. Admittedly, a well-written and researched script can be really effective, but there are times when salespersons should personalize their message on the go. That’s the great thing about cold calling; sales professionals can customize their message while taking to their prospects on the phone. That requires flexibility and empathy, something most digital communication tools don’t offer. After all, you can’t fake empathy.
Done the right way, cold calling can produce amazing results. The more calls you make, the more confidence you gain. Afraid of losing track of the conversations? That’s where a Customer Relationship Management (CRM) comes into play. Through the help of a CRM, you can log your calls, their duration, whom did you spoke to and other details. Cold calling will continue to be an effective tool in getting across your message, and, as long as you do it well, you will most certainly get great results.