Make Cold Calls Count

Yes, it’s tough business environment right now. And we’ve all got to try harder and be more effective. Are you trying to reach someone significant? When email boxes are overloaded, telephone call is quicker and more direct. (Cheap, too.) Cold calls can be an effective part of a sales strategy. So how come direct marketing principles are so often ignored?

Cold calls have always been part of our sales strategy, and it’s been an effective way to find new clients. I was recently talking to a colleague who was stunned when I told him my team leaves voicemails that get returned. His jaw dropped.

The key is to approach cold calls from a marketing perspective, and treat a voicemail as a carefully worded ad. Of course certain words flow better for some salespeople than others. I believe in different, strokes for different folks and variations are welcome, as long as it’s on message, and the delivery remains conversational. The pitch needs to be tweaked, edited and optimized regularly.

For a winning message that will WOW them, put the message in the medium and make sure the message is consistent with your brand strategy. Focus on how you're solving a problem. Tell your story in short and savvy way and keep it around 10 seconds. Be passionate, persistent and never give up. If you do it right, you will find the value in the volume.

It doesn’t cost much. But you’ll just need to make the time and effort on branding, messaging and training. The investment is worthwhile, and will make your calls count.