Online Cold Calling – Using e-mail & social networks! [Part 2]

Hello again, hopping you are having a good day. Like I promise on my latest post – Is Cold Calling outdated? No think so! [Part 1] -, I will give you some more tips on how to utilize on online resources and boost your cold calling activities.

Obviously, by now your targets should be already listed and prioritized accordingly to your objectives, and aligned with your business strategy. Only after that one can think about what tactics, and sales techniques one should be using. So, please get this right first before going on cold calling and targeting randomly!

Before continuing further, I would like to share with you that using email or any social network to cold call can be risky. Why? Starting with the idea that it can be seen as spam and immediately deleted, making your time spent doing it unworthy; or that you can spoil your opportunity by using a channel to engage with the prospect that she does not appreciate; Or even, and going a little bit further, and saying that your prospect can see it as annoying, and upsetting, and call the Legal department. So be sure you follow all the legal rules in your prospect’s country. Although, unsolicited is need to sell, please do it right first time!         

In order to use internet cold calling efficiently please follow a two-key-step process to avoid falling in the risky situations mention before – Preparation and Execution.

Preparation

Please do your homework and investigate before sending an unsolicited email or online message. Try to find a way in, a lead on an issue or special need that your company can help with.  After saying that, start by getting the name of the person you want to target, the Decider, who is someone with the power of deciding on spending and budget allocation. However, before you can get in touch with her, you may have to pass by the gatekeeper (normally the Personal Assistant), an Influencer (someone you know within that orgaization with some power in other areas but not in the one you are exploring but can help you with an introduction to your dear Mrs. Decider), or even a Contact you have within the company that can help you indirectly with your mission. Ah, and never forget that your mission is, scheduling an appointment with the Decider. Second, search all the relevant information (all about the company and person you are targeting, its competitors, industry, etc) you need to achieve your goal: schedule an appointment. Third, fill in your CRM with the intelligence in order to keep a record on it.

Execution

What ever is the channel you are using, email or a message through a social network (e.g. Linkedin, Facebook, …), please follow a set of rules to make it more likely that your message is read and that you receive an answer. How to do it: direct the message to a person (your target); tailor-made it to her and company; make it short (3 paragraphs maximum); make it meaningful for the person reading; add an easy way to unsubscribe your emails; and please before sending it do check if you are doing the targeting correctly, and that this is the right person. What information to include: targeted person’s name; quick presentation of you, and some key words describing your company; a few lines pinpointing the benefits of your offer, or solutions for any problem you might have identified in your target (use this opportunity to keep your target’s attention by being creative in your writing); add a referral or at least a success case of a well known client of yours. Don’t add any files on a first email because it can be seen as a threat (viruses, etc…) being the email deleted with being read. Though, you can make a “tailor made” presentation to this specific client and add a safe link to it in your email. End up with a thanks note, and request an appointment. Mention that you will try to follow up by phone and ask for her coordinates (direct contact phone) if you do not have it yet!

Please along the process keep always the eye on the ball! Schedule an appointment first, doing business, next. Ah, and use some creative writing what being not easy can help you out with having your message read, but more than that have it replied with some free slots to schedule an appointment.

Well, good luck with your cold calling and never forget to mix your sales techniques to adequate your sales tactics to your objectives.

Note: If you have any experiences that you would like to share please feel free to comment or send me an email.

More tips on Sales here

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