Cold calling has been around for decades. And in this age of the Internet, its demise has been predicted for years as well. Why would people make cold calls when they can send a cold email, or perhaps even a cold connection request via a business social media site like Linkedin?
This assumption that there is no place for a cold calling service in the 21st century overlooks one thing however, and it’s a very important thing. Sure, there are other, more ‘cutting edge’ ways to source leads. But finding potential customers and actually making a connection and closing a sale are two very different things.
A successful connection can still only be accomplished through a direct contact and the establishment of the kind of trust and personal connection that will allow a prospect to be comfortable enough to agree to a sale. And even though social media is easy and email is fast a phone call is still the best way to make those personal connections. But that’s not all. The following are more good reasons why working with a cold calling service still works and why it should be part of every business’ overall sales strategy.
How much spam email hits your inbox every day? A lot right? Spam levels are higher than ever, so spam filters are tougher than ever, and many a well-intentioned cold email is now ending up caught by one of them. How many ads do you see on social media? Possibly enough that you have had Adblock installed in your browser for years, if you are like an increasing number of busy folks all over the world.
The Internet ‘noise’ has become so loud that people are beginning to make conscious efforts to block it out. So that LinkedIn ad campaign you were thinking of investing in? Most adblockers can even block those, so it may go unseen. A phone call cuts through all of that noise, and offers marketers a way to make a personal connection right away.
When you send a cold email or a Linkedin connection request, you will wait hours or days for even a first response. If you get one at all. It will be days – at least, more often weeks before you know if paid advertising online has had any impact at all.
With a phone call, you will almost always get a direct and immediate response right when you call. You’ll know right away if your effort was worth the time, or if your message was in point for this prospect or if you should channel your energies in a different direction.
Yes, most cold calling service providers do create a script, or at least follow guidelines about what they should and should not being saying about the services you offer or the products you are selling. However, a good cold calling sales professional knows how and when to deviate from that script and take the conversation in a direction that is ‘personalized’ for the prospect they are speaking with. You can’t do that with an online ad, and although you can with an email, to a certain extent at least, it’s a much longer process and you can’t change things on the fly in the same way as you can during a phone conversation.
Speaking one on one with another person immediately creates an immediate and personal connection. And as we mentioned earlier, that is one of the best ways to build trust and make a sale.
The best cold calling service takes this a step further though. They do a little research on the prospects that they are calling and already have ideas in mind to tap into common ground once the conversation begins. And this even comes along with another benefit; it adds to the credibility of the caller, helping differentiate them from a spam caller that many people are likely to hang up on.