I recently read an article on lead generation and how to drive sales and was surprised – no, I would say SHOCKED! – to see absolutely NO reference to Cold Calling.
Granted the post was listing ‘4 ways’, not ALL ways, to generate leads and drive sales but I think it is a disservice to leave out one of the most effective lead generation tools out there – Cold Calling.
In the post, the author talked about the ‘buyer’s journey’ and focused on the different content needs for each step. I agree that content is needed to support each step in the journey and that the type of content is different for each step. I also think that Cold Calling is an invaluable addition to the mix!
Here are my thoughts on how Cold Calling contributes to each step of the buyer’s journey.
Step 1: Awareness – where we want to establish credibility
Having a set Cold Calling cadence where you reach out to prospects on a regular basis can definitely help establish your credibility and build trust.
And delivering ‘content’ via the human voice trumps any graphic or digital delivery method for establishing credibility and gaining trust.
Step 2: Consideration – where we need to define our Unique Selling Proposition (USP) and how we differ from the competition
I would argue that since most people aren’t bothering to make the effort to Cold Call, picking up the phone and having live conversations sets you apart (makes you ‘unique’)!
I also recommend approaching the call as a ‘Conversation’ rather than as a sales call and that too will make you memorable.
Step 3: Decision: where the client has made the decision to purchase
This step actually occurs long after the Cold Calling stage. But getting to this point requires STARTING with a call to qualify the prospect (making sure they are a good fit) and laying the groundwork for a smooth transition to a successful close.
Step 4: Action: where the client takes action
Like Step 3, this final step is supported and facilitated by ensuring you have qualified leads to begin with. An effective Cold Caller will identify and qualify leads at the outset so they will more efficiently move to and through your funnel.
So, when you are looking for ‘Lead Generation’, definitely start with a strong Cold Calling plan. An effective cold caller will properly and professionally represent your brand, ask the questions needed to determine if the prospect is a good fit for your product or services and will actively LISTEN to the responses to identify pain points and extract the information you need to streamline the path from appointment, through consideration and decision, to close.
Need help getting YOUR Cold Callers up to speed? We can help. Or better yet, we can make your Cold Calls for you!
Email me at leads@oneofakindsales.com or give us a call at 908.879.2911 to learn more about how our Cold Calling Services can set the appointments you need to get more prospects into YOUR funnel and started on their Customer Journey with YOU!
