To Cold Call or Not To Cold Call – That is the Question
I get asked this question a lot. The short answer is – it depends. If you are in a business-to-business business, then it is possible that cold calling is part of your sales plan.
If you are in a personal service business, life coach, image consultant, or professional organizer, it is a lot less likely to be an effective strategy. The whole idea of value-based marketing, which is one of the principles I teach in my Business Breakthrough Program, is that you give people value of some kind first before you ask them to be a client. I think you will find that far more effective than cold calling for personal services.Consider whoever you would cold call and instead invite them to a live workshop, special event or a free teleseminar; that way they will have a personal experience of you and be ready to sign up by the end of the event.
Let me make an important distinction here. Cold calling is selling not marketing, and you want to have provided some value to your prospects before you try to sell them. Remember that potential clients sometimes need up to as many as 11 contacts with you and your firm before they are ready to buy.
If you feel you have no choice but to cold call, you are failing at your value-based marketing. Begin by building up your value-based marketing strategies and then go to your warm leads, focus on creating more warm leads and you will never have to pick up that icy phone.
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