Say, what? Why your cold calling approach can kill an opportunity dead.
You’re busy. But when your phone rings you answer cheerfully (as the effects of the recent holiday haven’t worn off yet).
Then it happens.
‘Hi ! This is Jane Doe from ABC Ltd, and I’m part of the Super-Duper Saving Team. Would you like to get the best price every time you shop, without having to shop around? With our Super-Duper Savings exclusive membership, you will save…’
You’re a) surprised she’s called you on your mobile, must talk to receptionist about giving out that number, b) vaguely irritated she used your first name to presume acquaintance with you, and c) really annoyed that you couldn’t even get a word in edgeways before she started or during her sales spiel.
And that holiday feeling just wore off. If you’re nice, you’ll say ‘thanks for calling, but I’m not interested’ and say goodbye. However, if you’re like most of us, you’ll just hang up.
This type of call is why we disassociate ourselves from telemarketers who provide ‘cold calling’ services. We specialise in lead generation, and we’re a whole different kettle of fish.
Why we’re not cold callers
There’s an art to successfully calling and initiating a positive relationship with someone who is, let’s face it, a total stranger
If their first perception is that you’re a telemarketer reading a script at full speed, you’ve lost an opportunity. And in all likelihood, you won’t win back any lost ground during the course of the call (even if you’re not hung up on).
But it’s not all about the script delivery. This is why we’re so much more effective than the old style ‘cold calling’ telemarketers.
- We leverage our professional sales and business experience to call prospects without sounding like cookie cutter telemarketers. We break down inherent barriers by being instantly warm, empathetic and professional – and by listening, not just talking.
- We’re trained to call strangers. We not only know the right things to say, but we also know what we’re talking about. As part of our campaign training we learn about the pain points your prospect is experiencing, and how to use this information to engage their attention and interest.
- We use scripts. But they are only guidelines, not a stream of words that gives your prospect no opportunity to become involved, and gets their back up and the phone down. We have natural, flowing and intelligent conversations – the sort of high-value exchange of information that well-targeted prospective customers rarely hang up on.
- We make sure that your campaign messaging meets your market profile. If your value proposition is missing the mark, we proactively come back to you to discuss how we can achieve higher conversion rates by trying alternative approaches.
Win-win-win!
After a good call, everyone walks away happy.
Your prospect feels as though they have learned something of value that they can act on to benefit their business or themselves. You achieve a higher conversion rate, resulting in a more compelling ROI on your lead generation campaign investment.
And we have done what comes naturally to us, which makes us feel great. High-five!
