Unlike virtually any other marketing tool, cold calling lets companies change courses at almost any time.
In today's ever-changing business environment, this flexibility is critical.
Companies new to cold calling must watch early results closely.
Testing, assessing, and refining the program from the onset are critical first steps. These actions can result in a long term program that produces a predictable stream of sales opportunities.
Veteran cold callers also must work. Constant attention is needed to keep the program sharp. Here's a recommendation: continue with the program that works, but apply a portion of your tele-prospecting investment towards testing new approaches that may surpass your existing model. When you find one that is more effective, replace your existing program, but continue to test new approaches.
It's easy to test and change cold calling campaigns. Unlike print ads, radio spots, billboards, or most other marketing vehicles, cold calling programs make testing and applying those results to the program easy.
Here are some of the items that every program should assess:
1) The offer. Do you want to set a sales appointment? Do you want to invite people to a webinar? Do you simply want to collect email addresses for a campaign? Are you offering a free assessment, or a free trial? Do you need an incentive to enhance your "call to action?"
2) The list. Are the decision makers and the companies on your list the best prospects?
3) Talking points. Do your callers have the conversation points to highlight the key aspects of your program? Is there something compelling that needs to be added? Are the talking points too complicated or long?
4) Your calling team. How well do they represent you? How effective are they in talking to decision makers? Can they ask for the appointment?
5) Your ability to close the leads. This is the part that comes after a cold calling lead is identified. Can you cost effectively convert that lead into a sale? Do you have the people and processes in place? Are you getting qualified leads?
Case Studies
Here are short examples of savvy VSA clients who tested, assessed and refined their programs.
1) A software company implemented a program which successfully produced leads. However, the company was unprepared to convert the leads to sales. Now, this company plans a product-specific website, marketing materials and the right expertise to make sales calls. A second cold calling initiative is scheduled.
2) An online marketing company completed a program that produced poor results. The company has changed its offer to simplify steps prospective companies must take to enroll. A second campaign has been launched.
3) A commercial roofing company implemented a program and generated desired results. Later, the company realized the prospective clients were not a good fit. The company has implemented a second campaign targeting a different prospect list.
If you are planning a cold calling program, please call us to talk about the factors that can make or break your campaign. We'd like to know what marketing tools have worked for you in the past and show you how we can add to that success. We are happy to help.
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