When used correctly, the phone is a powerful way to start and develop relationships. Peter Davidson at the BeConnected blog pointed me to Kevin Stirtz’s post on cold calling. Thanks Peter.
Kevin Stirtz’s post, How to Make Cold Calling Work for Your Business, has some good points but – there is a better way.
Peter explains that we can use a bit of marketing ESP by combining our shared knowledge from various mediums such as email newsletters.
He writes, "One of the best ways to pre-qualify your leads is to work off a list of those contacts that have subscribed and clicked thru on the content of your email newsletter marketing efforts. Properly written and distributed an email marketing campaign can provide incredibly detailed information and customer intuition that will help your sales staff know what your customers are interested in."
Absolutely – we just need to be judicious with how we use that information. Don’t say, "I wanted to speak to you about [topic they clicked on] because you clicked that link a dozens times." I’ve received calls like that and it feels a bit… creepy.
If you must cold call, how do make each call relevant? How can your phone call be plus in that person’s day rather than another unwanted distraction?
The challenge of cold calling is make sure each conversation we have is relevant and meaningful. That’s what this webcast is about.
My company uses Jeff’s approach for many of our lead generation programs and it works. Why? There’s no manipulation, pitches or trickery – it is simply about authentic communication.
Watch the webcast How to have relevant conversations with top executives (Executive Level Selling)