The phone has long been the basic tool of commercial prospecting. But today, new business practices have emerged and are being used more and more. Faced with these new methods, does Cold-Calling still have a future?
Weaknesses of cold calling:
Cold calling requires having an operational sales team and strict business rules to oversee the process. From recruiting, training and framing processes, cold calling requires a lot of resources and time. It does not suit all types of companies.
Barriers to entry
With telephone prospecting, it is not always easy to reach the right decision makers right away.Prospects are often unavailable, in meetings or on the move.And of course, secretaries provide a dam at the entrance.As a result, the salesperson usually needs to repeat his calls several times before coming across a contact ready to listen to him.
Cold calling, an asset for your company?
Yet, despite its drawbacks, telephone prospecting is not yet dead, far from it.It remains in all cases the most direct way to get in touch with your prospects.And has several advantages over mailing or social selling, to consider when making your choice.
Telephone prospecting differs from emailing and social selling in its relational approach. Unlike these two other commercial practices, which have a very unilateral side, it allows to establish a real exchange with your prospects. It is thus easier to form a special relationship with them. Your sales people take the time to listen to their needs and answer their questions live. They then better understand their issues and problems, and more easily manage to put them in trust.
It gives you more visibility
You probably know it: a good part of the mails that you send are likely to pass directly in the SPAM of your prospects, or to be drowned in their inbox. For social selling, the principle is essentially the same. If your prospects are active on social networks, your message may be lost amidst the multitude of notifications they receive every day. Despite the indicators you have to know if your message or e-mail has been read, you do not know what impact it has had on your interlocutor.
With phone prospecting, things are simpler. You know immediately who is reachable and took the time to listen to your sales representatives, and who does not answer and could not be exposed to their arguments. Even better: your development teams can feel how prospects react to their business approach, if they have an enthusiastic tone, show signs of hesitation, and so on. Therefore, you have more visibility on the progress of the sales process.
It improves your conversion rate
On the prospect side, telephone prospecting, if done well, is generally appreciated. Prospects feel more taken into consideration than when sending an email or message on social networks. Because today, no one is fooled: we know that these kinds of messages are sent automatically and in bulks.
With telephone prospecting, at least, the approach is personalized. Once the business is online with a company, it is more likely to convert than through a mailing or a message on social networks.
It allows you to improve your sales performance and your promotional offers:
In social selling, mailing or telephone prospecting, you can quantify your prospecting work: number of prospects, conversion rates, etc.
The advantage of telephone prospecting is that your salespeople collect a lot of information when they approach your prospects, thanks to direct exchanges with them. This information helps you to know which arguments to put forward, and which are the brakes of your interlocutors. They are also an interesting feedback on your products or services.
Beyond the analysis of your performance, prospecting by phone allows you to know how to best guide your commercial speech later or change your offer.
Contrary to what publishers of emailing solutions or lead generation would like us to believe, telephone prospecting still has a bright future ahead of it. Its value lies in the human contact it allows. So, you can integrate it into your business practices without hesitation if you have adequate resources internally. Nothing prevents you from completing your business strategy with other levers, such as marketing engagement or social selling.