Brrrrrrr - Cold Calling

In this era of business development where 'business networking' appears, for most, to be the 'preferred' medium for creating business relationships it seems that the 'good ol' telephone' has been pushed even further to the back of the desk, gathering dust, hiding away......

But why is this? Especially in SME/Micro business territory where the thought of 'telemarketing' or 'cold calling' is somewhat 'frowned upon'.

A couple of thoughts

Firstly, some business owners assume that making telephone calls is purely 'selling' and that is the first mistake. Yes, you must have a purpose when commiting to this activity, an objective for the call, have prepared for outcomes that might occur, but what realistically are you looking to achieve on that first call? Do you really think your are going to make a sale?

So the question is, if you're not their to make a sale, what could you be there for? What is your objective?

Could it be notifying businesses that you exist?
Informing people and businesses of your product or service?
Helping other people by explaining who you are and how you help businesses like theirs?
Profile raising?
To ask to meet the person involved? (notice we've not sold anything yet)

Not so cold now?

Think about business networking. You go to an event, talk to people who may or may not form part of your target audience and you may get 1 or 2 people who you agree to meet up with you outside of the networking group parameters. You may have been lucky enough to speak to 8-10 people that morning in 2 hours and from that gained 2 meetings. Those meetings are probably to 'network further' rather than 'sell' right?

Don't get me wrong, I think networking is a huge part of any businesses revenue development activity but let's get one thing straight. Networking does not put you in IMMEDIATE contact with your target audience. There is a reliance on your networking peers to 'talk about you' and prompt a referral of some description which may come a little way down the line. Your message, due to 'chinese whispers syndrome' could become a little diluted and the nature of this approach, being reactive, means that you never really are 'in control' of your activity.

Straight to the heart of your chosen audience

Telecommunicating takes you straight to the heart of your audience and bypasses any reliance on another person to create a need for you. It is the most proactive way of getting your message across to businesses and as the message comes directly from you that means that your message should be clear as a bell, not second hand, not 'diluted'. In addition, how many calls could you make in 2 hours? 10, 15, 20, 30?

When you think about it, telecommunicating is direct awareness raising of your business to your chosen market and with that in mind, how can you not choose to look at picking up the phone and making calls? At the very least, you know that your business name is being heard in the right neck of the woods.

So what's stopping you?