Cold calls can be productive across the board of many industries, but it is one of those tasks that easily gets left to the side because, let’s be honest most people don’t enjoy the process. For some people making a cold call is on a par with the public speaking. Which means that without meaning to they are missing out on a great way to generate brand awareness, to develop knowledge of what the public are looking for within their industry and ultimately new business.
People go into cold calling with the idea that they are going to walk away with a week full of appointments and grow their clientele by 20% and get disappointed when this is not the case. With recent cases of scamming and illegal factitive around telemarketing the public have become wary of this form of marketing, another challenge businesses need to work around.
Cold calling needs to be looked at as a part of the big picture. Generally, the process of gaining a new clients trust is a several step process. While it would be great if from one call you walk away with a sale it is not always achievable. BUT walking away with a contact and lead is always achievable. Changing the tact of your cold calls from wanting the contact to commit to something straight away to instead wanting to offer something to the contact is the first step.
Think about this, you’re at home; you get a call from a stranger asking you to talk to them about your financial planning… what’s your first thought? Now think of it this way, you’re at home, you get a call from a stranger offering to send you information about financial planning and changes that could save you money, they don’t ask you any personal questions just simply ask if they could post or email you some information, which call are you going to be more comfortable with? 90% of the contacts we talk to every day would choose the second option.
SO you take the second option, you make calls offering information now what? Educate them! Show them your skill in your industry email or post them branded information for your industry. Make sure they not only know more about your business, but they are also confident that you know what you are taking about. Demonstrate your knowledge and your professionalism. And above everything else maintain regular contact with them, email regular updates, ring them regularly to develop this new relationship and foster their confidence. Then when the time is right they will not only be clients but also referrers.
Now I know this can seem overwhelming, how are you going to find the time? The budget to do this?? This whole process can be completed in a structured marketing plan that can be managed in less time than you think, and you can do it yourself with next to no outlay! Tools such as Mail Chimp are great for this type of mass email marketing.
Don’t let the fear of something new stop you from extending your contacts!