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Cold Calling as a Lead Generation Tactic

Written by Contributor, on 20th May 2019. Posted in General

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Lead generation is a hugely important new business activity for many businesses. So which method is best? There is little doubt that cold calling continues to remain both a popular and effective method of generating leads.

Cold Calling is a sales practice in which targeted customers are contacted, with whom you’ve had no prior relationship or personal contact. This is usually a method used by businesses when they are looking to evolve their new business strategy.

There are a number of telesales agencies out there, but one of the best we’ve come across is Alchemis in London. As a new business development agency, they’ve helped hundreds of clients to grow their business through the years, with cold-calling and telesales playing a key part in that success.

There is still some stigma behind cold calling, but if it is done smartly and correctly, then it can be a very useful lead generation tactic. So, what are the typical results from cold calls?

• An individual on average would be expected to make around 80 calls a day.

• From the 80 calls, they would be expected to leave 40 voice messages.

• From the 40 voice messages, 1 number would be expected to return the call.

• Out of the original 80 calls, the number of conversations held would be around 15 on average.

• Through this you would be expected to book 1 or 2 meetings.

• This means over a year; the caller would likely generate 15 to 20 orders on average.

(Statistics taken from learn.marsdd.com)

Here we cover a number of steps to help improve on Cold Calling results

1) Sustaining a call

Calling works best if its consistent over a long period. Most calls will require lead nurturing, so it is important not to pressure the potential prospect to make a quick decision. This means taking time and giving across all information, which may be done through a follow up call.

2) Making all calls count

Every part of the process can build an impression. This means it is important not to close the call if the targeted person is unavailable. Can you speak to an alternative decision maker?

3) Call Guides

Scripts have long been the preferred option for the likes of telemarketers. However, they have their faults and leave little room for conversation. Call guides are a much more effective option and they allow a clear outline and leaves for questions to be asked from the potential customer. A great call guide will be built around flexibility, with the different variable outcomes.

4) Respecting All

Assistants can be a great way of developing a positive relationship with the potential customer. Therefore, respecting them in the same way could have a great influence further down the line.

5) Always be relevant

Calling someone and knowing nothing about them or their business is one of the worst things you can do. This means ensuring that you are informed on the potential customer and have a sound working knowledge of them. This can be a great step to gaining a positive reaction or outcome from the call.

6) Email opt-in from call

It can be a great step to get the prospect to opt-in to further information through e-mail. This can then be a way of staying in future contact from the call.

7) Following up the initial call

One of the most important steps in any new business development activity, is follow-up. Following up the initial call with promptness and covering the needs of the potential customer is essential. The follow-up is a great way to engage further with meaningful conversation, in order to build the bridge to a positive future relationship.

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