Cold calling has been around since long ago. Lately it has been trashed claiming it wasn’t effective.
Visiting door to door
There have been different forms of Cold calling; At the earliest days of selling people went door to door.
This was expensive and time consuming because of travel and lodging costs.
Cold calling by telephone
Thanks to the telephone network, the physical visit could be replaced by just calling and asking for a short conversation. The cost of travel and lodging was eliminated but the face to face contact was lost.
Thus additional or other methods, techniques and qualities were needed in order to get the message of the proposition or the benefits explained.
Cold calling with Tele-operators
Then the Call centre with Tele-operators and Tele-marketers made its appearance.
As a Tele-operator is less costly than a Sales rep, using scripts they could do the ‘footwork’ to get the first contacts. Much depended on the script.
Cold calling by emailng
As most people obtained a corporate email address, the Tele-operators could be replaced by sending out emails for investigating on the interest of people in companies. Of course there is no interaction as this communication channel is unidirectional.
Many methods have been defined and experimented with “Landing Pages” just to convince the ignorant visitors to visit the website and to get interested. Still large amounts of emails are required, as the right person has to be addressed, using the right message, at the right moment to generate some interest.
Cold calling on website visitors
The next step is using the potential in the “free” website visitors. This population brings a series of advantages over all of the other who have been called upon before:
The benefits of these “free” visitors are:
- Because of their interest in the products or services
- Have been pulled onto the website instead of being pushed
- Can be qualified before calling based upon:
- Search terms used
- The pages visited
- The time spent
- Website data (search terms, pages, time)
- Company information found on the Internet
- Contact person information
Benefits of website visitor calling:
Whereas with all previous solutions, the method used is “Pull” and very little information is known before the pitch or conversation, using the website allows for:
- Calling upon people who are pulled in by all marketing efforts
- Serious and thorough preparation of the message or conversation
This makes this method:
- More cost effective (you only call those who are interested)
- Higher ROI
- Less waste of time
- Less fear for being rejected.
This last item might be one of the most important for two reasons:
- If a Sales rep is nervous because of the fear of rejection, he will be less confident, and thus less effective.
- Winning stimulates better results. Even if the Win is only a positive conversation with a potential customer, the ‘feel good’ mode will push the Sales rep to perform even better in the next calls to be made.
Website visitor identification: LEADSExplorer
What is needed is a solution providing the identification of the website visitor, the search terms used and the data about the pages visited. This is not a web analytics solution, as they aggregate data on the website itself. These requirements call for a data information application aggregating data for each visiting company, even if there are several visitors, who can be returning visitors.
Once the company identified, a CRM is the most practical to follow-up on the efforts of Sales and marketing towards the visiting companies.
The best is to have one combined solution with website visitor identification and CRM in one offering, keeping all the data in one data base and in one environment. Allowing to go back and forward between discovery of the visitor and the events and planned actions of Marketing and Sales. As the data is in one environment, the interaction between sales and marketing events can be matched with the visits of the potential customer.
Read more on: LEADSExplorer The CRM with website visitor discovery by company name and visitor interest.