Tropical Island or Antarctic: What Are Your Sales Calls?
Jeffrey Gitomer, author of The Sales Bible and Customer Satisfaction is Worthless, Customer Loyalty is Priceless states "Cold calling is a fading process because business people are tired of cold calls. Buyers are smarter and more selective. And the biggest reason — Business people want more relationship oriented than hit-and-run salespeople."
Three Reasons Why
Cold Calling
Could Be Warmer
- You most likely are interrupting someone. Putting your information in the hands of someone who is already predisposed to purchasing your type of product is sometimes an easier way to start the relationship.
- Time restrictions. Each person can only make so many calls per day limiting the amount of calls they can complete. Not only does this put more pressure on those doing the calling it limits the ability of the entire department to continue to grow. While sending a newsletter or other marketing materials you can leverage your staff's time.
- People hate it. Sales associates tend to hate making cold calls and prospects hate receiving them. Cold calls can damage your business image and slowly deteriorate the attitude of sales personnel, resulting in lack luster performance over time.
Generate Warm Leads
Strategic Positioning
Focus your efforts on showing prospects how you can help them.
Allow prospects to see your organization as an expert providing quality information in your specific field. They learn something about you and they will begin to contact you instead of you contacting them. This puts your sales staff in more control of the situation and keeps your prospects at ease.
Permission Based Email Marketing
Permission based email marketing means the recipient wants and has interest in your product and service offerings. They want to receive your company's information.
One of the most powerful forms of permission based email marketing is an email newsletter. Recipients of your email newsletter ask to receive email information to understand your products and services, become educated about your industry and develop a trust relationship with your company.
When your sales people follow-up on newsletter results, it is already a warm or hot call, not cold. Email newsletters help build a relationship with your prospective client without:
- Annoying them
- Bothering them in a meeting
- Putting your sales team at a disadvantage
Proven Systems can help you develop a solution to reach more prospects and customers in a positive, strategic manner that will help increase your company's image and create much warmer prospects. For more information visit www.ProvenSystems.com or call 970-223-6565, and we will help you find a powerful emarketing solution. |
