The top 10 sales tactics that beat cold calling

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Nothing says "trust me" like a cold call. It probably won't surprise you to know that prospects hate taking your cold calls as much as you hate making them.

Often sales people tell me they are frustrated with how to generate enough quality leads to keep their pipelines filled. They are dismayed about the quality of their marketing materials, they are concerned with their company's low profile or they feel pressure because their efforts are not generating enough new prospect leads. Do you face these same hurdles?

The best lead generation is educational because it gets you invited in by the prospect. Here are the top 10 tactics that work, but a la David Letterman, in descending order of effectiveness. These all work, but I like to save the best for last:

10. Advertising. Isn't it ironic that none of the great advertising agencies built their clientele by advertising? But if you specialize in an industry and you can get your firm's name in the right directories, it is always better to be included than not.

9. Direct mail. This is the traditional direct mail of a letter and a printed piece, like a response card. Some have used this cost effectively, maybe offering a complimentary consultation (there is a much better form of direct mail, however -- see tactic No. 1).

8. Publicity. While getting your name in the newspaper and trade journals is a cost-effective way to increase awareness about your firm, it doesn't always translate into leads.

7. Paid ballroom seminars. This is the strategy of renting out the ballroom at the local Marriott or Hilton and charging for an all-day or half-day seminar. Warning: Your information needs to be so valuable that prospects would pay money to get it. Participants should take away a substantial packet of good information from your firm (and a good meal too).

6. E-Newsletters. This is the water-torture school of marketing, and the opposite of Spam. By signing up for your newsletter lists, prospects are telling you that they are interested in what you have to say but not ready for a relationship now. These people should receive valuable how-to information and event invitations from you on a weekly basis until they decide to opt-out of the list.

5. Networking and tradeshows. This is an excellent way to gather business cards and ask for permission to include potential clients on your e-newsletter list.

4. Community and association involvement. Everyone likes to do business with people they know, like and trust. You need to get involved and "circulate to percolate."

3. How-to articles in client-oriented press. Second runner up. Better than any brochure is the how-to article that appears in a publication that your target clients read. The blurb at the end of the article lets prospects know how to find you.

2. How-to speeches at prospect industry meetings. First runner up. People want to hire experts, and an expert by definition is someone who is invited to speak. Actively seek out forums to speak and list past and future speaking dates on your website.

1. Free or low-cost small-scale seminars. The winner and reigning champion. The best proactive tactic you can employ is to regularly invite prospects by mail and e-mail to small seminars or group consultations. If your prospects are spread out geographically, you can do these briefings via the Internet (Webinars) or the telephone using a bridge line (teleseminars). Instead of cold calls try "warm calls" that are following up on an invitation to a seminar of value.

These can't be 90-minute commercials. You need to present valuable information about how to solve the problems that your prospects are facing, and then a little mention about your services. The more you help prospects the better it works.

(image courtesy of public domain images)

[Karen J.]

Right on, joannesblack, about referrals. This article answers (very well, thank you, Tom) the "But, how do I GET referrals??" objection.

All of these tactics *can* be used easily by large *or* small businesses - pick your venue with your market and your budget in mind!

@rcbishop ~ "cold calling is cheap" - only if you don't count the cost of the lasting impression of your company being invasive, and the discouragement of whoever's making the calls... there are more kinds of 'costs' than just 'dollars per hour'...

[opedanderson2]

"The best proactive tactic you can employ is to regularly invite prospects by mail and e-mail to small seminars or group consultations."

hmmm..... you are mailing who? people you already know? Or cold?

This list is written by a moron. Most small businesses don't have the budget for any of this, so they hit the phones.

Get back in your bubble, buddy.....

[ambrking]

Although I agree with the list, you should not disregard cold calling. It is still one of the most effective marketing tactic. Nothing beats to actually talking to live person.

[JerryXShea]

What do you mean "hate making cold calls?" I love making cold calls and have built up 6 small businesses making cold calls (both on the phone and just showing up at their place of business - without an appointment). "Rent the ballroom at the Hilton?" Come on Tom - This is a "Big Business" article, only all the big businesses already know this stuff. You deal in "large account sales." Great, but the average small business is not trying to sell missiles to Saudi Arabia. How about writing something for the real small business owner on "Main Street USA."

[salesgetter]

This is a good list Tom.
In this age of, "Content is King", I think article writing should be a bit higher. That will also help with SEO.

Louie
www.training.sales-getters.com

[vincegolder]

I'm in agreement with joannesblack,

When done effectively referral marketing is one of the most powerful forms of long-term lead generation methods there is and dollar for dollar will beat any other marketing strategies hands down.

Referral leads are generally generated free of cost, prospects are more receptive and easier to close, they will be easier to see and close at a more reasonable price. The most important gain is not only you get a new customer, but you also gain a new FREE referral source. I call this the "snowball effect" and will continue to generate leads automatically whilst a business owner gets to work on their business rather than in it.

Referral marketing is a structured and systematic programme that maximises your relationship with customers and reminds them about the benefit and value of doing business with you and importantly, the people they know. There are also at least 105 strategies you can associate with referral marketing so it can be a very versatile and innovative method of lead generation.

I personally hate unsolicited at work and home. I do allot of public speaking to business owners and I often ask if they hate receiving unsolicited calls, always at least 97% of the audiences hands go up, the few that don't are telemarketers!!

Whilst the strategies mentioned in the article are OK, I would recommend to any business owner that they focus on their customers and their customer will focus on them with more sales and referrals.

I have completed a white paper which lists 82 marketing strategies which include all the strategies above, plus some very innovative, productive and nil/low cost ideas, please email for a free copy.

Hope this helps,

Vince Golder
www.leadsinc.org
[e-mail]

[rcbishop14]

What a stupid article. What about cost? Cold calling is cheap and thats why its used.

[Markw1509]

Firstly, rcbishop14, you're right...cold calling is cheap. And I think most people would prefer to use something that works, rather than busting a gut to get one or two forced appointments. The article I believe, talks about building a great reputation and adding quality and value, something that cold-calling will never do.
Calling an article 'stupid' simply because it offers a different opinion to yours lowers your profile, I'm afraid.

[joannesblack]

Hi Tom:

Where are referrals on your list?

The number one best sales prospecting approach is referral selling. When you receive a referral introduction you arrive pre-sold, earn immediate trust and credibility, shorten your sales process, ace-out the competition, and convert sales prospects to clients more than fifty percent of the time.

No other sales or marketing strategy comes close to these results.

Everything on your list makes sense. We should always have an undercurrent of prospecting activities--emails, networking events, etc., but to be successful we must adopt a proactive, intentional referral strategy. Get that referral introduction!