Cold calling and cold lead marketing still have their place, even in today’s technology driven world, but, with the digital revolution, there are some new tricks to the trade. We live in a consumer-driven economy, so they’re more ahead of the curve than they used to be. Cold lead marketing is now a combination of digital and traditional techniques, but it has the same end goal: leading a prospect one step further down the funnel. Here’s how to do it in 2017:
1. Foresee and Derail Common Objections
Rejection is simply a part of the business, and most cold callers know how quickly rejection can derail a call, but doing some customer research can help you identify sources of common objections so you can tackle them before they arise.
Each company will handle an objection differently, but, no matter your response, practice it over and over. For example, a common objection is that a product or service is cost-prohibitive. Be prepared to offer alternate solutions, such as an exclusive promotion, instead of hanging up the phone.
2. Leverage Multiple Channels
If you’re still exclusively cold-calling, it’s time to come to the 21st century. The digital revolution has opened up several channels for cold lead marketing: email campaigns, social media outlets, and even things like Adwords.
One of the best ways you can nurture a cold lead is by posting relevant evergreen content on your company blog. Evergreen content, like its name, is long-lasting and sustainable. It’s not breaking news or information about the latest trends, so it remains relevant for long past its publication date. This allows traffic to build over time.
To build evergreen content for your website, consider your customers best pain points and design your work around it. These are ideas that will stand the test of time and that you can share through different channels over time (email marketing, social media, etc).
3. Prepare With Email
Cold calling can be a valuable tool in your sales arsenal, but you can warm up a cold call by sending a quick email. Create a compelling, personalized subject line, then offer a paragraph of content that addresses a customer’s pain point or business concern. Tell them you plan to call to discuss the issue further. Avoid being too “salesy” since you’re not really selling them anything at this point. Focus on providing them with VALUE at this point.
Cold lead marketing has become more sophisticated than ever thanks to today’s technology. Follow these tips to turn cold leads into loyal customers.
