“Cold calling is expensive and doesn’t yield a great ROI.” Unfortunately, we’ve heard this claim from business owners more times than we can count. In reality, cold calling done right can raise the profile of a business, connect sales reps with qualified, interested prospects, and help convert cold leads into happy customers. However, there’s a reason why so many throw in the towel when it comes to cold calling: because it’s easy to make a very expensive mess of a calling campaign. On the other hand, when businesses follow the right formula, cold calling can be exactly the right kind of cost-effective tactic to warm up new prospects in their industry.
Why Traditional Cold Calling Campaigns Fail
It comes down to quality and getting what you pay for. Too many businesses throw together a calling campaign with no real strategy, a poorly vetted list, and an ineffective script because they’re worried about spending a lot of money on a tactic that might not work. To make things worse, a burned-out or overburdened sales team member is often placed at the helm to manage it all.
Everything from script writing to the cold calling itself takes a high level of skill, time, and energy in order to pull off. When you haven’t invested in the guidance of cold calling experts, it’s virtually inevitable that a business will spend a lot of money on a brand damaging venture with next to zero ROI. This is just one of many examples for why cutting corners in marketing is more expensive and less effective in the long run.
This doesn’t mean we’re suggesting that a business can simply outsource their calling campaigns to self-proclaimed experts and expect measurable rates of success from any service provider. Another common mistake business owners make is relying on underpriced telemarketing companies to run their cold calling campaigns. These agencies often use inexperienced calling talent who can’t connect well with prospects, and are more likely to do brand damage than serve as effective brand ambassadors.
As with any type of marketing, an ineffectively executed tactic will result in a waste of resources. With calling campaigns, enviable ROIs don’t just happen – you have to work for them.
Modern Cold Calling Campaigns Done Right
First things first: a successful cold calling campaign begins with a strategy and a high quality list, which should include direct mail addresses, company names, the names and titles of individuals at those companies. Narrow down your target market with appropriate demographic information like SIC codes and revenue stats. Using a more narrow, targeted list prevents you from spending resources on lists dominated by unqualified leads and helps your callers make the most of the time they spend reaching out to prospects.
Be cautious when attempting to utilize email in conjunction with a calling campaign. Most email automation services won’t even allow you to upload or email a purchased list. Work with an expert of using email ethically and responsibly.
The next step is writing a script that aligns with your overall strategy using tried and true script writing styles. A quality script provides answers for all likely contingencies and customer responses to prevent the conversation from actually feeling scripted. This requires writing scripts for leaving a message on an answering machine, for speaking with a skeptical customer, and working your way past skilled gatekeepers. The primary focus of an effective cold calling script should always be on the needs of the potential customer first, while providing just enough information at the right intervals to keep a lead engaged without overselling. With the aforementioned components finessed throughout a script by professional script writers, a cold caller can actually start to build relationships out of cold leads and prime them for later conversations with your sales talent.
However, even with a professionally written script, an inexperienced caller is set up to fail at a cold calling campaign. Professional calling talent dedicate all of their time to working around rude, angry, or disinterested individuals on the phone and won’t get discouraged or timid after being turned down a few times. Using professional cold callers also allows your sales team to maintain their enthusiasm and put their skills and energies towards nurturing qualified leads and actually closing sales.
If all of that information seems like a lot to digest, there’s no need to worry. Our team of marketing experts, script writers, and calling campaign developers is here to provide additional guidance whenever you need it. To get in touch, visit our Contact page here.