In the old days people used cold calling as a way to get hold of people too sell them something.
When I use the term “cold calling” it is a metaphor for all cold outreach, telephone, email, Linkedin inmails or advertising. It is both inefficient and ineffective and this blog will explain why.
Back in the day, cold calling was the best game in town. You created a list and called people up.
Being on the phone was the quickest way to reach people and we always like to talk to people.
The problem was that that it means interrupting people. This pisses them off.
You are in the middle of the massive spreadsheet, those figures need to be with your boss by close of pay today and somebody calls you up. Annoying? You bet!
The Inefficiency Of Cold Calling
What do I mean? When you cold call, you do so, not knowing who it is you want to talk to. So for example, in a batch of 100 contacts, you find that there are 10 that are appropriate for your message. But you have to waste effort, calling, calling, calling, calling again, only to find they are the wrong people, they purchased one last week or they don’t currently have budget.
This is a highly inefficient way of working.
That is a whole lot of effort, but let’s break that down.
You have to call 100 people, because you don’t know who to talk to. What we need is a way to filter out all the chaff and find the wheat. Right?
So How Do I Make My Sales Team More Efficient?
You can make your sales team more efficient by deploying sales navigator (SN). SN will do the “panning for gold for you”. You can use it to find people in accounts. So instead of calling 100 people hoping you can find those 8 you really need to talk to. Now you can just ring those 8 people, you can filter the other 92 out. Just think how much effort that would save. I see so many people saying that Social Selling is the “easy option” and it is.
But you have time to call 100 people right? So why don’t you dod what you just did with SN 9 times? You then make 100 calls all to the right target, just think of the time that would save and the sales you would make.
The Power of the Good LinkedIn Profile
As part of our 12 week social selling program, we teach people the power of having a great LinkedIn profile. I’m not calling it a personal brand, because that term, seems to be something unattainable. It’s something that the Brian Solis or Chris Brogan’s have. A Personal brand is a high water mark for sure.
But a good profile, is easily obtainable (a days work) and then the magic starts.
You Are the Solution to My Problem
As in the world of sales, if you approach people on social, with a good profile, the prospects should see you as the solution to their problem. We’ve had clients, 3 weeks into our 12 week social selling program, that have connected with people, so much so that pipeline has been created and sales converted.
For all those that think that social selling takes a long time. Sorry but this is utter rubbish.
In fact, we can use social selling to get higher, faster than cold calling. And it is, of course, more efficient as proved above.
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