- HOW TO WARM UP OUR COLD CALLS?
- WHAT IS COLD CALLING?
- MARKETING IS A BATTLE
- WHEN CAN WE STOP OUR MARKETING?
- WHAT IS A CALL TO ACTION?
- WE ARE ALL SALESPEOPLE; HERE'S HOW TO GET THERE
- HOW CAN MARKETING AND SALES COLLABORATE?
- HOW TO SELL MORE TO YOUR EXISTING CLIENTS?
- HOW TO MARKET YOUR NEW BUSINESS?
- WHY INCREASING SALES IS NOT THE SOLUTION?
- WHAT IS MARKETING?
- LOW COST MARKETING INITIATIVES
- HOW TO PRESENT OUR COMPANY?
- WHAT IS THE DIFFERENCE BETWEEN MARKETING AND PUBLICITY?
- 50% OF YOUR ADVERTISING BUDGET DOES NOT PRODUCE AS MUCH AS THE REST
HOW TO WARM UP OUR COLD CALLS?
NEXT ARTICLE: WHAT IS COLD CALLING?
In our last article, we talked about cold calling. Today we will look at how we can make the process easier by warming up our prospected leads.
Again, this approach should be used when the transaction amount of each customer warrants it. This is not a mass marketing strategy. For mass marketing, there are other options.
I have had a good rate of success in the past sending communication either via email or snail mail before contacting the client for my business-to-business (B2B) advertising campaigns.
Two main types of messages were used: a generic message; only the contact information is changed, and a very personalized message.
When your typical customers are similar, sending a generic message may be appropriate if you did your research well and it addresses the needs and realities of your audience. In my case, the department was human resources and what I was selling was corporate training. So, the message was written to speak to the trainer component of human resources by emphasizing the advantages we offered to them: small groups, specific vocabulary, personalized training plan focusing on their needs, etc. When the target is specific, the message can be the same since you are speaking to a similar person, from one company to another. This is the advantage of segmentation. If your segment is very homogeneous, then your message may be standardized.
What should be included in the message?
The letter/email is not used to sell, but to prepare for the telephone conversation.
The personalized approach was to sell marketing consulting services. To write the letter, I reviewed the website and the social media presence of the target company and, gave my recommendations on what I saw, examples of similar companies, and what could be improved. About an hour was spent analyzing and writing the letter. Less productive than only having to change the contact info in a generic letter, but the results were good when I followed up with phone calls. People saw what I meant, and they were generally very receptive.
In my two examples, my last initiatives were done on paper. But the same can be done by email. If you have the email addresses of your contacts and you have permission to send electronic communication (check the rules in your area), go ahead. I used paper for several reasons:
What about social media? Is this a good option? It all depends on how you use the various platforms. I think the same tips can be used, a more generic message for specific segments and a personalized message for a less focused approach. Also, be wary of robots offered to do volume approaches, especially on LinkedIn. I have never used them, but I have received several communications from these bots. How did I know they were robots? The response time will tell you. Or some errors in the message. But the response time is an important factor. Imagine, someone approaches you on LinkedIn to suggest something that looks interesting. You answer, and the reply comes after several days! All that effort to warm you up and then having to wait a few days. You have time to cool down.
If you are in the business-to-business world, LinkedIn is a great tool. Not only can you find the contact’s name in some companies, but you can approach them directly on the platform. Use the same message tips as above, and most importantly, respond promptly if you have any feedback.
Another great way to warm up your potential customers is with voicemail. You sent a letter/email and you are following up with your phone call, but the person is not available; what do you do? Do you hang up or do you leave a message? I always leave a message. A call back from your potential customer is a nice way to warm them up. But there is a downside; you do not know when they will call back. Having a good system in place, keeping track of your efforts will help you quickly put your prospect in the right context. There are several advantages to having a callback:
There is also a strategy of maximizing callbacks. It consists of calling after office hours and leaving a message on the voicemail. This is another way to warm up potential customers. I have not used this technique. But I learned about it while reading an article on cold calling. I am sharing the information. If it is for you, let me know how it works.
No matter what strategy you use, cold calling is about volume; to be successful, you must do a good volume. But do not do it blindly. Measure your efforts and see what works. Then adjust to improve your success rate. Critics are sometimes good for evaluating certain aspects of our initiatives. A message that is written over and over can be clear to us, but it may not be clear to everyone. The target in the company may not be the right one; If you have multiple comments like “I am not the one doing this, but contact the person in charge of XXXX”, then change your target. Is nobody there when you call on Tuesday afternoons? Change the day/time.
If you have any questions or comments, please do not hesitate to contact me.
Stéphane Elmaleh-Riel, B.Ed., MBA