6 ways to say goodbye to cold calling

6 ways to say goodbye to cold calling


Are you still cold calling?

Remember the old days, when selling was all about cold calling and pitching? A great salesperson was a resilient character indeed, attacking the phone with gusto each morning, taking rejection on the chin and moving steadily on. And those cold calls were pretty much the only way to open doors. If your company is still doing sales old-style, the likelihood is that the going is getting tougher. In fact, according to a study by Telenet and Ovation Sales Group, in 2007 it took 3.8 calls to speak to a prospect, whereas now it takes eight.

Does this mean that the role of the sales person is obsolete? Not at all. It simply means that by using technology to your advantage you can maximise your sales team’s efforts.

Whereas some years ago, the sales person was involved near the beginning of the decision-making process, nowadays, much of that process is carried out by the buyer in the comfort of their own home or office. It is up to the company to ensure that they are part of the buyer’s research. And so, the company must be present on the buyer’s online journey, by creating awareness and getting interest. By the time the sales people get involved, the potential buyer should be significantly further along the line. This is the key to inbound marketing.

And, unlike cold calling, it really works. According to Hubspot.com, 92.7% of companies that use inbound marketing saw an increase in their sales leads.

So, what do you need to do?

Here are six simple ways to harness your full sales potential and to say goodbye to hours of frustrating cold calling.

1) Make sure you can be found on Google

Before we make a buying decision, we turn to Google, whether it’s for insurance, an MBA or a new CRM. Make sure your company is well-positioned, so it’s easy to find when potential customers search. The best way to do this is through smart content creation, combining interesting and compelling content with savvy search engine optimisation (SEO). Blogs are particularly effective for SEO. You can tailor them to keywords that your market is likely to use, and Google loves fresh, regular content.

2) Make sure your website is a great destination

Once potential buyers get to your website, is it interesting? Is it easy for them to find their way around and to get the information they’re looking for? Don’t waste time and resources on attracting people to your website if your website isn’t doing its job. See our blog post here on your website as a destination.

3) Include calls to action

This is where you get your leads. By offering premium downloadable information or a free offer, you can collect your prospects’ email addresses, ensuring that you don’t lose great leads. You can then add them to your newsletter, let them know when your next blog post is out and generally keep them interested in your company. These leads should be passed to the sales team when you consider that they are interested enough to hear more about your product or service. You may need to invest to create some valuable content that people want to download, but it will be worth it.

4) Make sure that Marketing talks to Sales

All the data you collect about people visiting your website must be passed to your sales people. Where do they live? What are they most interested in? How old are they? The more the sales team know about potential customers, the better they can address their needs.

5) Give your salespeople great online tools

Whether it’s a video about how the product works, FAQs or case studies, make sure the sales team has easy information to point potential customers to. This makes their job much easier as well as being essential knowledge to develop for your site anyway.

6) Make sure the cold calls are warm

Of course, calling still has its place in a sales structure. But, in these days of LinkedIn and shared information, your sales people should never be reaching out in the dark. Often, a ‘warm’ introduction through LinkedIn or any other network is a much easier way to begin a commercial relationship. If that isn’t possible, your sales reps can still do online research to see what this potential client is interested in, what their challenges are, etc.

Just as your potential clients’ habits are continually evolving, so must yours. So, embrace the power of inbound marketing. Your sales team (and your bottom line) will thank you for it.

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