Most People Hate Cold Calling – Here are Four Alternatives
Some people think there is only one approach to prospecting, but there are alternatives to cold calling.
John was a managed services provider looking to grow his company. He created a cold calling plan to reach three different micro-segments that he’d identified as his hottest opportunities.
He put a strategy in place with a dynamite approach that tailored his message to different companies, tactics for getting past gatekeepers, and techniques for leaving gripping voicemails.
John spent weeks perfecting everything, holding off on any calls until he felt he was fully prepared.
And then, when it was time to execute, John fessed up. He didn’t want to pick up the phone and make the calls.
He’d convinced himself that cold calling was the right way to prospect. John assumed that all successful sales people did it, and if his business was going to be successful, he had to master it, too. But the thought of cold calling caused him to feel deep anxiety.
4 Alternatives to Cold Calling
When cold calling isn’t for you, you’ll still need a plan that’ll bring leads in the door in a manner that’s comfortable for you. I’m a passionate believer in alternate ways of prospecting. Here are three ideas:
Start an email campaign. Afraid of the spam laws? Keep your list small and personalize your emails to participants’ needs so it feels as if you sat down to write them an individual message. Send a series of 3-4 emails three days apart to encourage a response.
Hold an on-line event. Sound time consuming and expensive? You can run one practically for free so don’t let the price stop you. If content or participation is your concern, remember that you’re the expert. Make your topic relevant to your target market’s top issues and they’ll want to hear what you have to say. Share recommendations based on work you’ve done with other clients. Offer something at the end that’ll separate hot prospects from warm leads.
Use social media, press releases and articles to get noticed. They’ll keep you in front of your target market where they get to know you as an expert. You’ll begin to create a relationship even before they require your assistance.
Leverage sequencing. Create a campaign by linking email, events, social media, and articles together to engage prospects.
Some people love cold calling. But if you aren’t one of those people, relax, breathe a deep sigh of relief and change your prospecting strategy with these alternatives to cold calling.
Not only will you build your funnel, you’ll also create awareness for yourself and your company through consistent exposure. When your target prospects have a need, they’ll remember you and reach out.