Cold Calling is Marketing and it Works if you Have a Process!

image from www.exceptionalsales.comMy friend and highly regarded sales call reluctance coach, Connie Kadansky, points out, "It is too funny that there are sales trainers out there saying "Never Cold Call."  Salespeople who buy into "Never Cold Call" are naive because guess what? Their competition is Cold Calling!"

So true.

The reason that I've found sales people fear cold calling is they don't see it for what it is.

Cold calling is primarily a marketing activity that sales professionals are responsible for in the majority of companies they work for. 

It's step 1 of a well developed sales process plan that I call "Attraction." 

Sales people are calling to attract a qualified lead into the sales pipeline.

And attraction is a marketing activity.

You may be thinking, "What!? Marketing, what does that mean, how does that work and what's the process to use?"

On Friday, June 29th at 4 pm Pacific time I'm going to sit down with Connie and talk about a process any sales pro can use on her Blog Talk Radio show.

The segment is called, "Cold Calling Works When You Have a Process!"

Join Connie and I to learn cold callings true role in the sales process and a gain a systematic approach for cold calling that makes it much easier and more rewarding. 

Here are the details:

Time: 4 pm Pacific | 5 pm Mountain | 6 pm Central | 7 pm Eastern

Date: Friday, June 29th

Where: From the comfort and privacy of your home or office at Sales Call Reluctance Coach on Blog Talk Radio

Link to use to access the show:

Be sure to spread the word to every sales professional, entrepreneur and small business owner you know who needs to increase their sales and revenues.

Sales Process: How to Cold Call

Woman on PhoneThere was an interesting discussion about cold calling and its role in marketing today in a Linked In group focused on inside sales.

Before I share the discussion, as a quick review, cold calling is one method that can be used to uncover sales opportunities. 

The reason cold calling doesn't work for companies and professionals is they are banging the phones; no plan, no strategy, just sitting in misery and fear. Of course the results are poor. 

With that said, let's change the paradigm and create results through cold calling.

A big question that most people have about cold calling is "Should I leave a message or not."

Live conversations are the goal. However, in cold calling, live conversations can be rare, depending on the buyer persona of the niche you're working with.

When I have to leave a message I follow a 6-touch call, email, call process.

Call 1: I leave a well-crafted, 30-second, "value to the client" message, with a call to action at the end.

Then I email similar information in written form with a repeat of the call to action at the end of the email.

Call 2: In a few days (as promised in the phone message and email) call again and leave another message. Send a "Did You Get This" email (on top of the first email) after leaving the second message.

Call again in a few days (call 3) and make that a final message (take away). And email the take away message.

Often, on that 3rd call, the prospect will call either to set a time or say no interest.  Man on Phone

Either way works for me. No is as good as yes because it's final.

Maybe is what's costing businesses tons of revenue every year because it creates a weak sales pipeline. 

If no call back after call 3, move to content marketing.

Drip value driven articles and blog posts that are relevant and personal to the niche you are calling. Send  this content a couple of times per month.

Repeat the 3-step, 6-marketing touch process (as described above) again in 90 days. 

Leaving messages is a marketing touch in my world.

Messages that deliver value, done in a strategic sequence with email or other written follow up gets results all year long.

Images Courtesy: T-Koni

Sales, Sales Process and Marketing's Role

Sales graphOver the past few months I've been very focused on building sales processes. When it comes creating sales in a business through the sales process and understanding marketing's role in small business development it's important to utilize four distinct small business development steps. 

Step 1: Attraction: Marketing's job is to attract people to your offer. Your marketing plan should include a sales "soft-step", which allows interested people to take a small step toward you without risk. 

Step 2: The System of Selling: This is where the majority of sales training begins and ends. Your sales system (or sales presentation method) should allow you to convert attraction gained in marketing into revenue 1-in-3 to 1-in-5 times. That means, for every 3 to 5 sales presentations you give, you should create 1 sale.

Step 3: CRM: Client relationship management (CRM) are the processes (plural) you use to continue working with and assisting your existing clients. Most businesses miss this step completely and also miss opportunities for additional sales from existing clients. Remember, it costs far less to continue selling to existing clients than it does to attract new clients. 

Step 4: Online and Social Media marketing (attraction online): The majority of businesses never track their online and social media results. Without this information, countless hours are wasted on activities that do not accomplish the purpose of marketing, which is to attract sales opportunities. 

Lack of a well developed 4-step sales process strategy can cost businesses between 10% to 40% of revenues. 

That means that for every $100,000 in revenue earned, a small business can lose between $10,000 to $40,000 in revenues they would otherwise gain if they had a sales process plan in place.