Updated: Mar 1
Anyone can serve. A machine can serve you a cup of coffee. That’s a Reactive Service. A Proactive Service, on the other hand, is when you Reach Out to others, like cold-calling.
7 reasons to cold-call
If they’re not aware of you, they cannot buy from you
Mindful cold-calling then emailing, is the most cost effective method of spreading awareness, understanding and interest
You constantly need new customers to replace customers that leave, because of… a) new procurement practices b) Digital Disruption c) offshoring d) new government regulations
You’ll Stand Out, because your competitors won’t do it
Service will always be King. Ask how you can serve them
Once you’ve conquered cold-calling, all conversations are easier
If you don’t cold-call and the customer calls you, it’s because they’re in research phase (meaning, you’re 1 of many on their list). Jump in now, be the first
Phone cold-calling in 5 steps
NOTE: If you email first, then phone, you have something to talk about. If you don’t have their Personal Email, send it to their Generic Address (firstname.lastname@example.org from their website).
Target Research before you call. Scan their website for talking points
Start Strong Speaking slowly, clearly and courteously are ALL essential. “James (pause) calling from Haldane Marketing, (pause) in Smithville (pause), which email can I use for your Business.”
Do not sell, engage or seek a conversation (you're a stranger and it's too early) Be a ‘Courier’ looking for an appropriate email address, to send a 'letter of introduction'
End Strong Always end on a upbeat note “Thanks Danielle, you’ll receive an email from James@jameshaldane.com.au in a few minutes, have a good day”
Follow-up (is essential, it takes 6-12 touches for them to buy) Your focus now is to HELP them. Follow-up by sending information such as; Catalogues, Case Studies, Industry Trends, Newsletters and Events Then continue to follow-up, to stay ‘top of mind’