Cold calling is the act of telephoning someone who you don't know, to try and sell them something they don't necessarily want.
Now that's an uphill battle. I know, I've tried it. I've also paid other people to do it for me. I don't do it any more though, because there's a better way.
Think about it, you've got to find the right person to talk to within an organisation, educate them about your product, convince them that it's a good match for them, and then close the deal. I've got a lot of respect for people that can do that!
"But didn't you say that there is a better way?" I hear you shout. Well yes there is.
Focus on warm leads.
What if you knew that someone at a certain company had a requirement that you could meet?
What if they had even visited your website, and you knew their search phrases, and the specific product pages they viewed?
Now that's a better deal. Using a service like Jumplead you can focus your time and effort on much better prospects and easily increase your conversion rates.
But how do I know who to ask for?
Well. Why not invest some time researching your new found lead? You're not running against the clock any more, because you know there's a requirement.
Take a look at their website, recent projects, news, product launches etc. when you put the call in you want to be prepared.
Next find the company on LinkedIn and look for the names of people in the roles you'll need to connect with.
Tip: Join LinkedIn groups that relate to the roles of your typical customers within a company, this will give you greater visibility. Or alternatively, go for a paid account.
Then put the call in.
Can I warm them up a bit more before I call?
Now everyone is different and sometimes a more softly softly approach is called for.
If that's the case then there are a number of things that you can do to 'align' yourself with an organisation and find the people responsible for purchasing what you offer.
Why not follow them on Twitter and Linkedin. They might just check you out, like what they see and call you!
Can I use my existing network?
Of course you can. Finding existing connections that can introduce you to the people you want to connect with at your target company is a virtual recommendation!
Sounds good. Any more smarty pants methods up your sleeve?
Well as a matter of fact, yes.
Have you got a blog? Find something they've done recently and write an article about it demonstrating your insight into their marketplace and then contact your prospect for a quote or comment.
This flatters them, puts you front and centre as well as demonstrating your enviably deep knowledge of their business and marketplace.
For a high value client you might even commission some research relevant to their marketplace and approach them with it, this would demonstrate thought leadership and leverage reciprocation, particularly if the report is perceived as valuable.