Cold Calling 2.0
In a world of new technologies, the world is embracing Web 2.0 and the new ways in which business is conducted. Interaction is now broader and more varied, and people have a huge range of information at their fingertips.
Yet some things about business just don’t seem to have changed yet. Cold Calling is one of these.
Just as delivering a presentation that is company-focused and not audience-focused will leave presenters and audiences unsatisfied, a call with no relevance will leave both salespeople and prospects unsatisfied. Cold calling – that is, calling people you do not know and who are not expecting your call – often wastes time and money, producing fewer qualified leads, which ultimately are what result in a sale.
In Sales 2.0, the B2B buyer is in control. The buyer knows what she wants to buy, and she has heard enough sales pitches that she is beginning to distrust, or even dislike, them. Salespeople must better understand prospects’ needs, and engage with them in a more relevant and effective manner. Sales is now even more about listening to prospect’s needs and behaviours, and identifying who you can help, and how.
Rather than spending time trying to sell to the wrong people, salespeople should instead spend their time identifying who the right person to speak to would be, and what kind of needs the prospective company has. This means doing more than just pick up the phone. Yes, it’s about research, but it’s also about engaging with prospects and finding out what they want. Give them the option to find out more about you. How about sending them a link to a few slides online, via a hosting site such as myBrainshark? Or even use a platform such as LiveMeeting to deliver an interactive presentation, so you could talk about what is most relevant to them?
The key is to find the person you should talk to. Asking the right questions and doing the right research will save you time, effort, and money – and your prospects will appreciate it.
The email study was conducted by Aaron Ross.
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5 Comments to Cold Calling 2.0
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Juliet Glendinning, Communications Consultant, Police Mutual
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