Social Media is not a substitute to cold calling?

Gargi Banerjee

Social media may have risen like a genie out of a virtual bottle and there’s no arguing that it’s revolutionised the way we do business. But it’s too early to write an obituary for a traditional marketing tool – cold calling.

Here are two misconceptions harboured by many young entrepreneurs today:

1. Social media has made the art of cold calling redundant. Some entrepreneurs assume that potential clients will give them business simply because they are on their ‘friend lists’. Stop right there! The minute you step into a marketplace rife with competition, you realise that cold calling is not only still relevant but is still a pretty awesome sales tool.

2. Cold calling is relevant only to sell products such insurance policies, credit cards and bank loans. The truth is, cold calling is an effective tool for industries across the board. Whether a service such as an online app or a product such as a biofuel stove, every small entrepreneur owner has little choice but to resort to cold calling to drum up business.

The logic is simple. You have to start small, so researching potential customers and making a pitch about your new venture is a must.　If anything, cold calling has only evolved over the years and you can now make the most of social media and the Internet to research potential customers.

If you find your stomach knotting up at the thought of making a cold call, here are some tips that will help you build confidence.

It’s Not A Punishment!

First, get the attitude right. Unfortunately, there’s a stigma attached to cold calling. It’s anything but. As a new business owner, you should be motivated enough to make these calls to make a pitch yourself. Do it with enthusiasm and good intentions. Sure, some people will slam the phone down but let this not discourage you.

Know The Intention Of The Call

Often, beginners make the mistake of trying to make a ‘sale’ at the very first instance. This is not the purpose of a cold call. What you are essentially doing is making a pitch. It’s a good idea to begin with a freebie. For instance, if you are a creative agency, why not offer a free session of brainstorming with a potential client. Or if you’re offering lunch services to executives on the go, offer to send across a free meal. It’s a great way to showcase what you have to offer.

Do Your Homework

Before you make the call, log in to LinkedIn and research potential clients. You must know the name of the person you’re calling and be familiar with his credentials too. Guard against being too familiar. Just tell the person you’re calling enough for him to understand that even though you’re a new entrant to the field, you know a thing or two about the industry and the importance of his company.

The Etiquette Of A Cold Call

Think through things such as the timing of the call. For instance, if you’re calling someone at the end of the month, when book-keeping is at its peak, or people are running from pillar to post trying to attend morning meetings, you will get the royal snub. Although there is no perfect time to make a cold call, use your instincts. For instance, calling a potential client late on a Friday afternoon when he or she is likely to be in a good mood is a good idea instead of calling on a busy Monday morning.

Also, forget about exchanging of pleasantries. Neither you nor the person at the other end has the time for that. Just check whether it’s convenient for him or her to speak, and get straight to the point. Establish your company and state the reason for your call, upfront. Remember not to waste anyone’s time.

Be Ready To Answer Questions

You are bound to chance upon potential clients who show keen interest in your business. It is therefore important for you or your employees making the cold call to be well acquainted with the nuances of your business. You must be confident to answer all sorts of questions and justify the chance you have been given.

Finally, remember that a sales pitch can only be effective if you’re persistent. If you give up after the second call, you have defeated the very purpose of cold calling. As a beginner, you have to make these calls at least four or five times and follow them up with an e-mail or a direct mailer. There are definitely people out there who will do business with you and you can use cold calling to break the ice with them.　

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