Hint: Because It Still Works When Done Right!
In the past month, I received three telemarketing calls from companies trying to sign me up as a customer. All three companies were selling SEO services and yes, they were using cold calls (which they all swear is the worst method of lead generation) to develop new leads for their business.
The first one was Google ™ or at least a telemarketing company working for Google. The other two were smaller well-respected marketing companies that focus on SEO as a method of growing your business and developing more leads.
I asked two of the SEO salespeople why they were using cold calls, not Facebook, LinkedIn, blogs, pay per click, SEO, and other social media for their lead generation, and they both gave me the same answer. SEO is great if you rank in the first 3-5 search results, but it won’t help you if you don’t have a top ranking. I bet their bosses will freak out when they read that.
Secondly, they need to reach out to the vast majority of their potential market which are companies that are not searching online for their product or service at that time. The only way to reach them is to actively develop a targeted outbound strategy to engage new prospects and try and generate interest. That outbound strategy includes cold calls, letters, emails and other proven “old school” marketing techniques.
By using outbound telephone calls these SEO companies can quickly connect with potential customers that may not be thinking about their products or services at that time. The goal of their phone call is to start a conversation about lead generation and then convert these prospects into customers for their SEO services.
But isn’t Cold Calling Dead? No, it’s not! When done properly it is one of the fastest methods of connecting with potential customers and either qualifying or disqualifying them. By developing a great value proposition, the right message and proper training, we have had clients reach 20% to 30% of their targeted market with cold calls.
Will cold calling work for your business? That’s a loaded question. The first question you need to consider is whether you are prepared to make the calls in the first place. Very few sales people actually like cold calling so if you are not willing to pick up the phone and call a prospect then the question is moot.
If you need help developing a calling program with impact, please check out the B2B Sales resource centre. If you need help generating more leads and converting more of your prospects into customers, consider investing in a business mentor.
Robert J. Weese,
B2B Sales Coach, Author, Professional Speaker
Are you looking for a speaker at your next sales conference? Robert J. Weese is a former broadcaster, award-winning professional speaker, author, and sales coach. He has lead high-performance sales teams to record growth. For more information email. Robert@b2bsalesconnections.com
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