Over the past few decades, the way that people connect with the outside world has changed drastically. The rapid proliferation of technology, such as cell phones and portable internet devices, has created an environment in which the opportunity for connection and exchange of information is greater than ever before. These changes have necessitated adaptations in marketing, networking, and sales- with some even claiming that cold calling is dead.
The cold call has three primary objectives depending on your product and sales process.
2. Set the appointment
3. Sell your product
To investigate the place of cold calling in the digital age, let’s examine some of the ways in which professional mindsets have shifted.
First, use of the internet and smartphones has created an environment where information is readily available at the touch of a button. This includes information about other individuals and companies. If you are considering working for a company, the first thing most people do is perform a search on networking sites for information. If you are going on a date, you have probably already investigated the individual’s social media profiles. Whether professionally or privately, people are used to coming to the table armed with information.
Additionally, the availability of these technologies for communication has lead to a form of connection saturation. Because it is easy for anyone around the world to contact you, people have become accustomed to saying “no” to the increasing numbers of salespeople they encounter.
So, if you want to use cold calling as an effective tool in your arsenal, what should you do?
First you should recognize that cold calling is not your first priority. The two limiting factors on your ability to make a sale are the time you have available and the number of leads you have. So rather than using cold calls as your ONLY method of making sales, use them to supplement your overall strategy. This strategy should be focused on keeping your funnel full as opportunities work their way down your pipeline.
Anything you can do to increase your chances of connecting with the right prospect will make the technique more effective. Therefore, doing research on your potential customers could be incredibly useful. Cold calling should be a backup to your arsenal of tools.
Second, make your script work for you rather than the other way around. The purpose of a script is to make sure that you concisely and accurately present the important information to your sales prospect. Additionally, following your script mindlessly will be incredibly noticeable to the person on the other end of the line. Learn your script like a well-trained actor so you can adjust what is said with the flow of the call.