Sales analysts and executives continue to debate over whether cold calling is truly dead. Those in the “dead as a doornail” camp argue that consumers have caught on and don’t respond to this marketing strategy anymore. They also point to the ways in which inbound marketing has grown immensely through search engine optimization and social media. These points are valid, but they don’t negate the value of cold calling lead generation and sales. Instead, they suggest that the tactics of cold calling must simply change with the times and technology.
If your business is struggling with its phone calls and is ready to give up on cold calling entirely, you may need to think differently. Here are some ways to bring cold calling back to life to benefit your business.
Remember the Human Element
Even if we concede that cold calling isn’t as effective as it once was, we need to consider why it was ever so effective in the first place: human connection. If this sounds sappy, remember that the best businesses are built on strong relationships. While the internet has connected us in new ways, it’s also forced us each into our own little caves. Communicating face-to-face or even voice-to-voice is like a breath of fresh air in this sequestered society.
Cold calls should be approached with the human element in mind. How can each call be personalized and grab the attention of potential leads quickly and authentically? You might think that this individual approach is impossible for cold call companies. After all, they reach out to so many people in a given day. However, in a world where so many people receive dozens of daily sales emails from different companies, even a simple phone call or voicemail can really stand out. This is especially true if the person’s name is used.
Optimize your Cold Calling Strategy
Today’s world is all about data and optimization. A cold call center should behave accordingly. If your calls aren’t reaching the right people at the right time, they might as well be for nothing. Thanks to years of internet statistics and analysis, we now know general trends that can improve a business’ cold calling strategy. This information can be used to optimize your cold calling methods.
For instance, statistically speaking, Thursdays and Wednesdays are the best days for cold calls, particularly between 4-5 PM, or 11 AM-noon. Analysis by RingLead tells us that 80% of cold calls go to voicemail. Knowing this, businesses should prepare each call with a short, informative, and personalized message in mind. Leaving a voicemail is better than leaving nothing. Better yet, an optimized voicemail might get you a call back.
Lastly, cold calling can certainly be a waste of time and money if the calls aren’t targeted. This is why it’s important to invest in effective lead generation strategies that narrow the pool of candidates. With a targeted list of candidates, your success rate for landing new customers and clients is bound to increase.
If you’re looking for a reliable team dedicated to generating leads and building relationships, contact ProScout Lead Generation Services at our Chattanooga or Nashville offices. We will collect relevant data and call the people most likely to show interest in your business. With all the leads we can get for you, you’ll have no doubt that cold calling is alive and well.
