Coaction Group - Business Technology Consulting

By Kendra Lee

Not many sellers like cold calling. They may be forced into it kicking and screaming and will try to avoid it using any excuse. They think it's the only approach to prospecting. But it doesn't have to be that way.

Ted was a financial services provider looking to grow his company. He created a cold calling plan to reach three micro-segments that he'd identified as his hottest opportunities. Together we put a strategy in place with a dynamite approach. He learned how to tailor his message to different companies, tips to get past gatekeepers, and techniques for leaving gripping voicemail.

Ted was excited! He spent weeks perfecting everything, holding off on any calls until he felt he was fully prepared.

And then it was time to execute.

After two weeks of failed attempts, Ted fessed up. He didn't want to pick up the phone.

He'd convinced himself that cold calling was the right way to prospect. Ted assumed that all successful sales people did it, and if his business was going to be successful, he had to master it, too.

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Not true.

Cold calling can be one of the most inefficient ways to find leads. Unless you have a list of specific contacts you want to reach, it simply isn't the best technique to fill your funnel.

I'm a passionate believer in alternate ways of prospecting, especially when you have a big region you're attempting to cover and you're strapped with a large number to sell. Instead, you need a plan that will bring leads in the door in a manner that's comfortable for you.

It's time to change your prospecting strategy. Here are some ideas for you.

1. Start an email campaign. Ted decided to use an email prospecting approach and drop the phone calling until people expressed interest. He created a series of six emails, sending them every three days.

Afraid of the spam laws? Keep your list small and personalize your emails to participants' needs so it feels as if you sat down to write each an individual message. To grab the attention of plan administrators, Ted focused on employees' concerns with their 401(k) plans.

2. Know your target market. Ted knew where to look for his hottest opportunities. You want to do the same. Consider the industry, geographic location, and titles of your ideal clients. Group your prospects into micro-segments with similar needs and uses of your services. Midsize companies will use your services differently than small companies.

Divide verticals into small groups that reflect their unique issues and how you address them. Keep your micro-segments small, 20-125 contacts at a time, so you can be more personal in your communications.

3. Hold an online event. Does that sound time consuming and expensive? Actually, you can run an online event practically for free, so don't let the price stop you. If content or participation is your concern, remember that you're the expert. Make your topic relevant to your target market's top issues, and attendees will want to hear what you have to say. Share recommendations based on work you've done with other clients. Offer something at the end that separates hot prospects from warm leads.

For example, you may offer a free checklist that allows your prospects to evaluate their current benefits plan against best-in-class and average plans. As they uncover the gaps they'd like to fill, you can assist them.

4. Use social media, press releases and/or articles to get noticed. They'll keep you in front of your target market where they get to know you as an expert. You'll begin to create a relationship even before they require your assistance.

Tweet, comment, and write about key issues your clients are grappling with and recommendations you're making. Some of your best comments will be about what you're discussing with clients and prospects. If it's relevant to them, you know there are others with the same challenges.

Post press releases highlighting how you're assisting clients in their businesses. They reinforce how you can help others in similar businesses. Readers may recognize their own needs in the press release and call you.

5. Create a mini-campaign. Link email, events, social media, and articles together to keep you in constant touch with your micro-segments. As a seller you don't have time to run a complicated six-month campaign, but you can run a simple one over six weeks that generates new leads along the way.

Local events are an excellent way to get new prospects, but they may seem time consuming to plan. Link your email prospecting with events using email to send invitations. This allows you to stay in front of your micro-segment consistently, demonstrating your expertise and being present when they have a need without being pushy.

Use articles as offers within your emails. Choose a blog post or article about the business issue you're highlighting. Those people who have that issue will click through to read what you recommend. If you don't like to write, never fear. The fact that you brought it to their attention makes you an expert, too. It's you they'll remember more than the author of the piece. The objective is to provide valuable information that helps your prospects make informed decisions, such as coming to you for more help.

Some people love cold calling. But if you aren't one of those people, relax, breathe a deep sigh of relief and change your prospecting strategy.

Not only will you build your pipeline, but you'll also create awareness for yourself and your company through consistent exposure. When your target prospects have a need, they'll remember you and reach out. And isn't that so much more inviting that interrupting their day with a cold call?

Kendra Lee is the author of Selling Against the Goal and President of KLA Group. Specializing in the IT industry, KLA Group helps companies rapidly penetrate new markets, break into new accounts and shorten time to revenue with new products in the Small & Midmarket Business (SMB) segment. Lee is also a frequent speaker at national sales meetings and association events.

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