The phrase “cold calling” sends chills down the spines of many businesspeople. It’s often viewed as an intimidating, difficult, and boring process … and that means it doesn’t get done as often as it should.
Telemarketing campaigns help companies reach a group of targeted prospects or customers to communicate a message, gather feedback, and determine a next step for the relationship. Telemarketing can be an important part of any marketing strategy – for example, you can use it to
Generate leads
Qualify prospects who have downloaded information from your website or attended a webinar
Follow up on a direct mail or email offer
Take orders for special promotions
Keep your marketing database current
Conduct marketing research
In many companies, sales reps should make hundreds or thousands of cold calls every month to set appointments and/or generate leads. But busy reps usually prefer to work on closing their existing pipeline. Prospecting often slips on the priority list; as a result, the sales pipeline isn’t always filled with new prospects.
If cold calling is an effective way to introduce your company to new prospects, don’t ignore it. Instead of forcing a sales team to devote time to prospecting, many companies use an in-house or outsourced telemarketing group to make a high volume of calls, find decisionmakers and qualify leads for the field sales group.
When telemarketers handle prospecting, salespeople can spend 100% of their time selling and closing. Your company can produce more revenue in the same amount of time; your reps earn more commission, they’re doing what they love, and they’re more satisfied with their jobs.
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