The first question that should come to a marketer’s mind is: How do I get my product or service in front of as many people as possible? Traditional methods of marketing might employ some sort of physical marketing message meant to distract a potential customer into looking at that message. A more direct method is through what is affectionately known as ‘cold calling’. Cold calling is when a sales representative contacts a potential customer without a prior appointment or request for call. While calling potential customers out of the blue may sound like a daunting task, outbound sales marketing is the fastest way to establish leads and build brand awareness which will lead to increased sales. In fact, ‘cold calling’ is so effective that the following industries still employ this method within their marketing toolbox:
- B2B products and services
- Software sales and technology services
- Real Estate
- Automobile Dealerships and Service Centers
- Educational Institutions and Services
- Financial and Fintech Services
While there is a stigma attached to ‘cold calling’, this particular method of marketing still provides significant sales to businesses across many industries.
The two P’s of cold calling
The first P of cold calling is PLANNING. Successful outbound sales and marketing campaigns all have one thing in common, a detailed plan that can be easily executed by the team on hand. At the core of the campaign are the scripts that the team will use to engage customers. Crafting scripts that are easy to follow are critical for delivering a consistent message to leads and potential customers. Scripts should be tested and resisted so that effective rebuttals can be created and used to overcome objectives. Creating lead checklists ensures that all information is researched beforehand and is readily available to the caller when interacting with the potential customer. Asking lead qualifying questions will save time and increase hourly revenue. Some examples of ‘lead qualifying questions are:
- Are you the decision maker when it comes to this product / service?
- What were some of the issues or challenges you experienced with your previous provider?
- Are you under contract or open to proposals for this product / service?
The second P of cold calling is PERSISTENCE and this one can single handedly determine the success or failure of a campaign. One of the biggest challenges for cold calling is keeping a team motivated when coping with consistent resistance from customers. Whether it’s being hung up constantly or being told ‘NO’, this kind of negativity can take its toll on even the most seasoned telephone professional. Building team morale with a focus on PERSISTENCE is the best way to deliver that message to any outbound sales team.
Ultimately, cold calling campaigns are a true numbers game. The more calls and interactions made, the more sales are made. An efficient and effective campaign devised through PLANNING combined with PERSISTENCE from the team will dramatically increase chances for success.
Attitude and tone can make cold calls much less cold
The most important part of cold calling is the call itself. The direct interaction between representative and customer can make or break the sale and there are several tools that can set engagements in the right direction. The term ‘energy’ is used frequently in the cold calling business and that ‘energy’ can set the tone for the call. Reps that can identify a contact’s energy and match or exceed it tend to have more meaningful conversations with potential customers. Team members must have an upbeat attitude on every call in spite of the customer’s current mood or tone. Speed is another factor to consider during the call. Contacts may feel overwhelmed by a ‘fast talker’ and it is critical to match the customer’s speed. Pacing the call correctly will make sure all the important information is delivered.
Some other points to consider when dialing customers:
- Matching and the contact’s tone will put them at ease and improve call flow. Softening tones could diffuse tense conversations.
- Questions should always be asked in an open ended manner (requiring more than a yes/no response). Asking industry specific ‘sympathy questions’ can break down objections and defensive customers.
- Frame each interaction as a conversation instead of a sales call.
The interaction with the customer is what determines if the call becomes a sale or not. A well trained team can maximize opportunities with customers but it is an ongoing and evolving process. Frequent call quality control checks and constructive feedback will sharpen the team’s skills creating even more opportunities for the business.
The Bottom Line
In spite of the stigma, a detailed and consistent outbound calling strategy is the quickest way to build leads, sell goods and services and deliver brand messaging. According to LeadLander.com in 2023:
- 50% of decision makers that were surveyed said they preferred telephone interactions to discuss business
- A survey of buyers and purchasers revealed that 71% wanted to be contacted by sales representatives when it comes to increasing and driving business
These numbers, while aggregate, suggest that there is still some oomph when it comes to outbound direct marketing. Cold call campaigns are also ideal as they require smaller investment than traditional imprint marketing and can be launched within days of planning, not weeks or months. Cold calling still continues to be a viable marketing solution for products and services and can generate sales and brand awareness faster than other marketing methods.