Managed services marketing paradigms will require cold calls on occasion. You’ve got leads, you’ve got prospects, and you’ve got time on your hands. If your marketing team isn’t doing something useful, but they are on the clock, then you’re wasting money. Cold calls are a great way to fill the gaps, and they have a collaterally motivating effect. If your team does well enough, cold calls aren’t strictly necessary, making sellers able to focus on more edifying things. If they’re not doing well, they have no choice but to cold-call prospective clients. Still, you can see surprisingly positive figures with cold calls if you’re diligent.
The following are a few tips to help you employ more successful cold calling:
Get Them Talking
One managed services marketing strategy that’s very effective in terms of cold call conversion involves getting prospects to open up about themselves. This can be done a number of ways; active listening is integral in all of them. Cold callers need to truly hear what those they’ve contacted are saying. Additionally, they need to find points to turn the conversation naturally toward MSP-related sales. Ask those you’ve called about existing services and operational difficulties. The more they talk, the more information those who’ve called them have to work with. This allows for points where you can branch off into a successful pitch.
Don’t Accept Excuses
If you’ve got somebody on the hook and they start trying to back out, this can be a difficult scenario— but you can get around it. Don’t roll over! Now you don’t want to be rude, either; but odds are, whatever excuses they throw your way aren’t likely to be founded on concrete facts, but on a misunderstanding of some variety which you now have the opportunity to correct.
Anticipate Likely Scenarios
When are you calling? Who are you calling? Where are you calling? What needs does this lead you’re reaching out to out of the blue have? If you research beforehand, design a call flow with likely response scenarios, and truly understand who you’re calling, you’re more likely to turn a cold call into a successful conversion. At the very least, you can arrange for a more in-depth call further down the line.
Ensure You Belong
Sound authoritative on the phone. This involves a level of bluff, but you can pull it off if you’re properly confident. Train outbound callers to find an “in.” The idea is to ask questions which make you sound important, and which are likely to over-ride “gatekeepers” of your target. A “gatekeeper” may be a receptionist or even an underling. Know the name of who you need to talk to and have a level of polite impatience subtly informing your outreach. Whoever answers the phone, they don’t want to make their superior angry at them for holding off on routing an important call.
Managed services marketing which incorporates refined cold-calling technique will simultaneously empower marketers to greater success while increasing rates of successful conversion. There’s always room for improvement here, and there is opportunity for notable levels of profit should cold call techniques be properly refined. Consider current strategies and where they might be optimized.