I previously talked about cold calling (and the rampant rumors of its death) in my blog post “Cold Calling is Not Dead.” But if cold calling is still alive, what does that mean for you? Should you be using it?
Many marketers are wary of cold calling. I get it - cold calling is hard and it sucks. But quite simply put, it can be a viable method for both individuals and larger companies. However, keep in mind there are some simple steps to turn cold calls warmer.
Where do you start?
Cold calling alone is not enough to grow your business, but for many it is a useful tactic. Take the time to develop your strategy so that you’re not going into calls blindly. Make sure you consider the following factors:
- Introduce a blended approach - No business can rely on just one growth tactic. Use a variety of marketing and sales tactics, commit to a set period and systematically review your results. Adapt and repeat.
- Implement an infrastructure such as HubSpot - You can't know how your marketing and sales tactics are performing unless you use sales and marketing tools to measure your results. An infrastructure that supports marketing attribution will allow you to see what tactics are working well and allocate funds appropriately. It will also show you a complete ROI for your investments. Knowing what works and what doesn't allows you to better plan your efforts.
- Learn and adopt an Inbound sales and marketing methodology - This step may seem intimidating, but it is the most important part of your marketing strategy. If you're not already familiar with it, learn the inbound sales methodology. In short, it focuses on learning about your prospects and providing information that is useful to them. Ultimately, this will increase your conversion rates.
Turning Cold Calls into Warm Calls
Once you've developed a solid strategy, you'll find yourself talking to the right people at the right time. This takes an impersonal cold call and turns it into a "warm" call - one in which you already understand who the potential customer is and how you can help them. In a cold call, you are reaching out to someone because you stand to gain from the interaction. In a warm call, you are able to offer something to the potential customer. Need an example?
Brian: Hi Alyssa, it’s Brian from Evergreen. Can I talk to you about lawn care?
Alyssa: Not really. I live on the 8th floor of an apartment building.
This is a cold call. Brian doesn’t know anything about Alyssa. Had he had more information, he would have known she wasn’t a good fit and could have avoided wasting time for both of them.
Brian: Hi John, this is Brian from Evergreen. I noticed that you read our blogs “What to Consider Before Installing a Commercial Irrigation System” and “Top Plants to Prevent Soil Erosion in the Santa Barbara Area.” Evergreen specializes in installing commercial irrigation systems and landscaping within erosion-prone environments. I would be happy to share how we’ve solved similar problems for some customers in your area.
John: That would be great! The blogs were really informative, but also quite overwhelming. There were a lot of factors that I hadn’t considered.
Brian: That’s pretty common, and we have some further support material I can send you. But first, would you mind if I ask you a few more questions? These will help me determine how we can advise.
This is a warm call. Brian is still reaching out over the phone, but he has some background knowledge about the prospect. He thinks that John will be a good fit for Evergreen and is willing to offer him some help.
Which call do you think is more likely to convert the prospect into a customer?
A well developed marketing strategy can integrate many different tactics to ensure you reach out to prospects that will be a good fit for your company. Warm calls help to build a relationship with a potential customer. For more information about turning cold calls into warm calls, please reach out to Damon via LinkedIn or Twitter.