how to contact potential customers – WAU
Cold callings are still part of the prospecting techniques, but in order to be effective today, they need to have their base optimized.
A company should invest in Digital Marketing strategies, have a great presence on social networks, but, at a certain point in the customer’s purchase journey, it needs to consider the use of good old cold calling.
At this time, it is common to question its effectiveness, after all, many managers in the commercial area believe that cold callings are outdated.
However, there are ways to optimize it and make contact more personal and contextualized – which considerably increases the chances of conversion. That is, just update your format and strategy.
If you want to ensure efficient calls with your business’s sales approach, this post will help a lot. It is designed to assist you in optimizing cold callings from your basic concepts.
After all, what is cold calling?
Cold calling is a sales technique that consists, briefly, of make a telephone contact with a potential customer who has no previous business relationship with you or your business.
Contrary to what many people think, it does not have the main objective of closing a sale on that first contact, but of prospecting and taking the first step towards the relationship.
Considering this, cold calling is a way for the company not to wait patiently for the potential buyer to make contact and demonstrate openness to a negotiation, after all, it is also interested in selling, isn’t it?
In its original design, however, some characteristics limited its efficiency, such as:
- the cost of telephony had a greater impact on business expenses, which made the strategy expensive;
- there was a restricted use of technology, either to segment the audience to be approached, or to carry out the actions themselves;
- the lack of segmentation was also another complicating factor, since it meant that salespeople had to make more calls to get better results;
- plastered processes and scripts, which were distributed to all salespeople, also prevented further customization and engagement with customers.
In addition, the information and arguments used in the approach, in most cases, were centered on the product, and not on the reality of the customers.
Over time, some adaptations were made, as well as the increased use of new channels and tools, as is the case with cold emailing, which is an alternative to the telephone approach, only carried out by email.
To get an idea, according to Email Marketing Trends 2018, 76.7% of companies use the e-mail marketing, of which 58.4% focus on promoting the commercial relationship.
What is the ideal formula for its execution?
Understanding the structure or script of a cold calling is very important, either to introduce new technologies and innovations, or to carry it out in its basic, but optimized form.
So, see what an efficient structure should contemplate.
Conducting an objective introduction
It is important to understand that the vast majority of customers receive phone calls on a recurring basis. One way to differentiate yourself, therefore, is to provoke questions in the customer.
When saying your name and the company’s brand and taking a break, for example, the salesperson will induce the interlocutor to reflect on his relationship with that contact.
In addition, allowing them to reflect briefly instead of introducing the rest of the information can also demonstrate control and professionalism, which can increase the potential customer’s interest in hearing what comes next.
Use of good rapport
There is no literal translation of rapport, the London word, into London, but it can be understood as a trigger that makes the interlocutor cooperate in the progress of the dialogue.
In other words, rapport means ask a question and call the potential customer for interaction. For example:
I recently saw on your LinkedIn that you took on a new position at another branch of the business, right? How was the city change? Do you already feel adapted?
This will create an opening and rapprochement for telephone contact, since it will induce the response, and, at the same time, show interest in the life events of the potential buyer.
Demonstration of empathy
Continue rapport with a message that demonstrates empathy it can also be very efficient for developing contact. In this case, you can continue the conversation as follows:
I have also moved to another city and I know that the adaptation process is not always simple, but the most challenging is to bring results to your company as soon as you take on the new position. Do you agree?
Always based on previous comments and approaches, it is necessary to follow cold calling in an informed way, but always seeking its initial objectives which are to prospect and recognize the terrain to be explored.
In this way, it is possible to mention that in this new experience that he is experiencing, he specialized in a certain product and, since then, has been focusing his sales on businesses in the same niche as his and providing expressive results.
Rapport should be explored again, with questions about opinion, results achieved, if it knows the effects of the product and so on.
Scheduling an upcoming interaction
The development of the message will allow to identify the needs of the potential buyer, and thus, define the chances of realizing a future business.
When there are good possibilities, it is necessary to define and schedule a next contact so that the relationship is established and maintained frequently, such as sending an email or physical portfolio.
Those less likely to buy should also not be discarded, but kept in a relationship ruler that allows new opportunities to be identified.
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What is cold colling 2.0?
Sales tools are frequently revamped, and in the case of cold calling, it was no different.
In addition to mitigating those limitations mentioned, its version called 2.0 also introduced the technique in the era of Digital Transformation.
Among its features and improvements, we can mention:
- possibility of offering more complex products and services, since, with the new solutions employed in the process, a mapping of the target audience guarantees much more assertiveness in the choice of which potential customers to approach;
- increased use of technologies in the planning and realization of cold calls, such as market intelligence solutions to map audiences and the use of VoIP calls to lower telephone costs;
- more flexible approach scripts;
- use of sellers considered as market specialists, giving credibility to the prospects.
In addition to this practical evolution, the concepts and principles of version 2.0 also differ substantially. This is the case of the attempt to sell at all costs.
In the traditional model, although the main objective was not the sale, details about the characteristics of the products and services were always part of the script.
At cold calling 2.0, the focus is on getting to know the lead more deeply and analyzing whether the business is good for both parties. For this, the strategic effort of this version is much greater in the planning phase.
With that, the calls can be more efficient, either in the transmission of information, or in the selection of which contacts will be made.
By planning, studying customer data and performing content marketing actions, it is possible to predict which contacts will have the highest conversion percentage, and then focus on them.
What is the difference between cold calling and telemarketing actions?
There are some important differences between these two modalities, even if they use the same channel for contact.
Among them, we can mention the following.
Cold callings are prospecting actions
Telemarketing can have different goals such as customer support, customer service and sales. In the case of cold callings, its focus is fundamentally on prospecting and qualifying contacts.
Telemarketing doesn’t always need specialized salespeople
Telemarketing, even those focused on relationships and sales, has well-defined processes and performance limits, that is, they act according to previously defined rules.
Cold calling, however, depends on reasoning, empathy and the strategic conduct of contact to help the lead move forward on his decision journey.
This way, product and service specialists can be more successful, in addition to, of course, knowing how to handle more flexible scripts.
Metrics and performance indicators may also differ
Telemarketing is geared towards the volume of contacts, that is, the higher the percentage of calls, even if generic, the better.
For cold calling, the indicators will also address the effectiveness of the approaches and the reaction of the contacted customers, for example.
What are the main controversies about its effectiveness?
Understanding all the cold call dynamics and accepting that it has been improved over time, why are there still controversies about its effects on companies’ results?
One of them may be the increasingly significant migration of potential customers to the digital world. It is much easier to interact with a company on social networks, for example.
In addition, some states and countries have policies that inhibit business contacts and approaches over the phone.
The ban is mainly for telemarketing, but it is possible that some customers are unable to differentiate the two and end up reporting the number to the responsible entities.
However, be it telemarketing actions or cold calling actions, it is necessary to face the fact that telephone approaches are not always welcome and appreciated by the public.
Therefore, ensuring that they are efficient, succinct, and yet relevant, is the main path to your success.
Do you want to ensure that your cold calling approaches are more efficient? Then, learn how to put together a sales script and use it as a reference for standardization.