Cold calling practice is a technique that serves to initiate an advertising process and thus capture potential customers. It refers to the fact that the customer is not waiting for the salesperson call and is not necessarily interested in the offer.
It is often thought that this technique can be used for direct selling. Although companies do this, it is not recommended because the interaction can be too aggressive. Cold calls represent a relatively high risk of rejection. 90% of CEOs never answer a cold call.
Cold Calling Practice Does Not Work Anymore
1. They look for quantity, not quality
Once you have a database, you need to choose which prospects are the best fit for your offer and which ones are not interested. However, several cold calls are made, although most do not yield results. With this sales technique, there is no way to predict who will be looking for an offer because it all depends on factors outside of location or age group, even if you have that information.
2. They prioritize the sale
When the seller offers you adequate and relevant solutions, trust grows. With this technique, however, the priority is uniform sales. There is no loyalty or commitment between the parties.
3. They maintain old practices
The Internet is now a part of people’s lives, and more and more users are adapting to online shopping, which also gives them decision-making power. In contrast, cold calling perpetuates an approach that may have had some power two or three decades ago. However, it is no longer convenient because it is not attractive or allows people to compare suppliers’ information.
It is increasingly common for people to avoid calls from unknown users, especially for security reasons. Even if you have the best intentions, most people will believe that you want to use their information for some inappropriate purpose or that the call will interrupt their activities.
5. They focus their strategy on the company or product
Every effective strategy starts from the customer and his requirements and way of communicating. And the phone line is increasingly restrictive.
Best Alternatives To Cold Calling
1. Contact your customers on other platforms
If your customers and other relevant decision-makers are active social network users, it is worth investing in the strategy of these platforms as well. One of the biggest benefits of connecting with your customers through social networks is that it allows you to get a much deeper context of their interests.
Social networks allow you to see what articles your customers like, what content they share or comment on, who they follow or who their contacts are. Another possibility is to look for common connections to ask for an introduction and thus avoid a cold call.
2. Use social networks as a tool
Cold calling practice doesn’t work, but that doesn’t mean you should stop calling your customers. Use social networks to get to know them better about their hobbies and the industry they belong to, their profession, their interests, their concerns, and the news they read and share. Use this information to prepare for your first contact, whether it’s a phone call, email or direct message on a social network.
3. Influence your customers before the purchase process
Your customers are looking for information about your industry, your competitors and your company on the internet and social networks before they contact them or have a chance to talk to them.
That’s why it’s so important to make sure the information they find is the best and has the potential to answer questions even if you’re not there to answer them. It is important that you have relevant information for the entire sales process, so that your customers have references and look at them as often as they want.
Final Thoughts
The goal is to maintain a relevant and consistent dialogue with future customers, no matter where they are in the purchasing process. If you follow these ideas, you will begin to think about how you and your vendors can be relevant. When you do that, you don’t have to sell anything or implement cold calling practice. They will come to you first when ready.