Cold calling is a bit of a dirty word in the sales world. Most individuals you interview hate receiving cold calls, whilst even the sales representatives have a dislike for the practice. Yet, it remains an important strategy for many companies and it has the potential to provide plenty of benefits to a business – if only conducted properly.
This guide will look at what cold calling is all about, the reason it has a bad name and the advantages it has for businesses. You’ll learn about the core buildings blocks of a cold calling strategy and the keys to a good call.
What is cold calling all about?
The practice of cold calling refers to a situation where a business contacts potential customers without their anticipation of such an interaction. It is essentially a technique where the business approaches individuals without knowledge that they are interested.
You shouldn’t confuse it with the opposite practice of warm calling, where the business has prior knowledge to suggest to person contacted is interested in the product. Cold calling can sometimes also be mistakenly identified as telemarketing. Whilst cold calling is a form of telemarketing, telemarketing is not limited to using cold calling as a strategy. In telemarketing, there is often prior research involved and it often includes further call-ups with the individual or business.
Cold calling strategies typically refer to phone calls, but cold calling can also entail different methods. For example, drop-in visits can
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Selling insurance over the telephone is called cold calling that would enquire sales staff that are very confident, have clear and loud voice to speak to another and has good verbal communication skills,
- Conclude the call properly. Nancy misses the opportunity to ask if the client had any other questions before concluding the call. It's important that we do this in order to help promote a one call
Callers are allowed to call a wrong number only once before updating their list. This most commonly comes up when one person consented to be called or texted but then they gave up that number and it was reassigned to someone else. Callers have resources available to them to help them know ahead of time if a number's "owner" has changed.
Colleen Dillaway is a Sales and Marketing director for Bright House Networks. She has over 15 years of experience managing, public relations, and sales channels. She has crisis-management skills and media relations. She has a history working with ABC, CBS, NBC, and FOX news. Dillaway showed the class commercials for Bright House and explained the approaches that were taken to reach different customers. I will apply the concepts Dillaway used and apply them to our textbook. In chapter 13 Public Relations and Marketing is the main focus. Marketing is the process of researching, creating, refining, and promoting a product or service and distributing that product or service to targeted consumers (pg. 402-3). Public relations are the values-driven management of relationships between an organization and the publics that can affect its success (pg.403). Dillaway had to collect research to better understand how to gain and keep customers. In the process of her research she was also able to better advertise Bright House services as well. For example, Dillaway informed the class how Bright House created a commercial to aim directly at Bakersfield customers in doing this the commercial was filmed here. Chapter 13 also defines advertising as controlled media in an attempt to influence the actions of targeted publics. Going back to the Bakersfield commercial, we can see the that the targeted publics was Bakersfield consumers.
Jason Kanigan, President at Sales On Fire states that a company can choose from alternatives and get a mix of methods going: direct mail, phone prospecting, online advertising, print advertising etc. At the beginning, though, one needs to control costs. Therefore, the best advertising you and establishment can get is by phone prospecting. It's cheap: all you need is a telephone and a mouth. And if you're smart about how you do it, you can sort buyers from non-buyers in a stress-free way that is too quick. However, it's slow at the start. It's like those pond lilies that start in one corner, take forever to cover the pond out of the corner, then suddenly they cover half the pond and then the next day have taken over 100% of the surface. But at the start it's slow. The circle of
If a sales representative has a question about the information obtain by the call center they cannot contact the person directly. The call center is in another country and the information about appointments gets relayed to the sales representatives. “Communication has its limitations and has other factors that threaten stability of relationships like correct information being relayed (University of Phoenix, 2010).I also learned that the information obtained must be correct and accurate to be an effective form of communication throughout the company.
Personal selling is an important marketing component. In the glossary of our textbook, personal selling is defined as “personal communication with an audience through paid personnel of an organization or it agents in such a way that the audience perceives the communicator’s organization as being the source of the message.” (Ingram, LaForge, Avila, Schwepker, Jr. & Williams, 2015). Personal selling is trying to communicate with or convince a potential customer, usually through face-to-face contact, that your service or product is the best product or service that can satisfy or meet his or her product or service needs. Some examples of personal selling include real estate agents, retail clerks, insurance agents, automobile salespersons, telephone
Interviews of the contacted staff suggest that it is less intimidating to contact people electronically than directly approaching unknown individuals in person, on the telephone or by
I have been in a situation where a man approached me at a Cabelas (sporting goods store) and we were talking about guns. This man said I was a very charismatic individual and he would like to talk to me about a job opportunity. To make a long story short, this man was trying to sell me on a pyramid scheme. I told the man I would have to think his offer over and never called the man back. He tried to contact me many times, and I ignored his calls and text messages until he finally stopped perusing the business venture. It was a cowardly way of dealing with the situation, but it worked.