This opinion piece was sent to me by James Nathan. It especially hit a cord with me as I am utterly rubbish at making sales calls, however, I have to totally agree that in general in recruitment it’s still a necessity – so stop hiding behind your email Yes, build relationships on Twitter (and LinkedIn) but also for best results …. hit the phones!
Is cold calling dead?
Well, that is a really big question. And the answer completely depends on your definition of a cold call.
If you mean, calling completely cold and hoping to sell your services there and then, well, yes it is.
If you think of cold calling as a business development tool to introduce yourself and your services to a researched target contact, then no, it is not.
Cold calling is not dead at all, but it is evolving.
In reality there are as many cold calls being made now as there ever have been. And amongst them there is a lot of good business being done. Meetings set up, follow up calls made and people kept in touch with. The difference is that style is changing and improving and so is focus.
Do NOT email – call!
I have given my thoughts many of times before about the misuse of email, but please indulge me again….
Email is a really useful tool, a great method of communicating, but not a way to build a business relationship. There is no feeling, there is no empathy, there is no understanding, persuasion, compassion….. I could go on and on.
For those who are anxious about picking up the phone, it is also the ultimate method of avoidance. Hiding behind a computer screen, tapping out and sending an introduction is of little impact, especially without follow up. Ultimately most don’t get opened or read.
Do NOT tweet – call!
The other modern enemy of business development is the growth of social media. Please don’t get me wrong. I love social media. I use it widely and I believe whole-heartedly in using it in developing a marketing strategy.
But, what is not great about it, is that it has allowed a level of laziness that we haven’t seen before. It has allowed the same consultant who shies away from the phone and emails instead, to believe that they are being proactive in developing a market.
“I’ve been on twitter” is not a valid excuse in my book. Sure this stuff has a place (as a part of a balanced strategy) but it cannot replace the old fashioned ‘introduction call’ done properly.
Quality before quantity
Quality before quantity. You need to research. You need to have a sensible target list. You need to know who you are calling and why.
Cold calling in a professional services environment is not telemarketing. It is introductory, it is well researched and it is beneficial.
And above all, done well, it works!
I think that last point is the most critical – done well, it works… and it does… but as the recipient of many ‘introductory calls’ every week I would suggest that a lot of work needs to be done until we can say cold calls are dead.
In the main callers have done little or no research on me or my organisation. Those that do have a fighting chance of engaging. It’s not a given and their success rate is still low but I will talk to people with a good, well researched proposition.
M.
These kind of calls make me cringe but as I am even worse at regular social media for me its the only way I can connect. I do masses of ‘research’ which delays the inevitable a bit more, have a coffee and check my emails then in a moment of total confidence dial that number….and you know what – I am always really surprised that the person on the other end is engaging and friendly and the call is never half as bad as I expect…