Cold Calling is THE Way To Build Your Business. (Just Kidding!)
"Approach each customer with the idea of helping him or her solve a problem or achieve a goal, not of selling a product or service."
How do you feel when you see that 1-800 phone number come up on your phone display? How many times do you let it go to the answering machine, or even worse you pick it up and hang up immediately so they cannot leave a message?
In 2020 cold calling does not work anymore. Buyers have changed, and as a result, our style of selling must change. Companies that do not adjust will eventually fade away, like Blockbuster and Polaroid.
What Does Work?
It is about relationships and creating value in the eyes of your potential client or customer. Instead of cold calling them, you should warm them up first by sharing content that relates to them and their potential problem that your service or product can solve. It could be as simple as a cold email or social media message that speaks to a problem they may be having with a link to an article, webinar or eBook that that you know will help them solve their problem. The goal of that first contact is to serve as a friendly introduction only and start the process of becoming a trusted resource.
When you do finally get on the phone with them, it is not time to sell but to find out more about them and their problem in order to offer additional free resources that they can use. Show that you care about them first before transitioning into a sales call. In our office, our Sales Development Reps (SDRs) will have two to three conversations with the prospect before leading them to the next step to discuss potential solutions.
This method of making the initial contact is carefully thought out. The person and their industry are researched ahead of time to ensure that they are a good prospect. This not about flinging mud on the wall and see what sticks; it is an integral part of the Sales Playbook and is measured, tested, and improved upon over time.
(If you would like to find out more about what a Sales Playbook is and how it can dramatically increase the revenue in your business, be sure to message me and I will make sure you get a free sample of my upcoming book The Sales Playbook.)
Even though call calling is dead, it does not mean that prospecting is. You need to bring fresh blood into your business if it is going to grow and thrive. The approach, however, MUST change. It is now a relationship-based economy where people want to work with and have the choice to work with companies they know, like and trust. There are so many options out there and many times you will only have one opportunity to start the relationship. If you try to push the sale too soon, you will lose it.
You must be willing to slow down the process and gain confidence first before beginning the sales process. If you can do this, you will notice an increase in sales, revenue and referrals. Is that not the goal of every company?