Marketing Database Optimization Best Practices
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Business Contact Lists – The Achilles Heel Of Cold Calling & Telemarketing Campaigns
Jim logan posted an absolutely brilliant piece on the B2B Rainmaker blog titled “The problem with the problem with cold calling” which is a must read and brings out a very important point. In his post Jim says:
If the call you receive is irrelevant and unwelcome, the problem is with the preparation before the call, not the call itself. The person making the call failed to do their homework before the picked-up the phone.
Cold calling and telemarketing has picked up a bad name and in recent times has become a lot more notorious than it was a few years ago. As Jim points out really well, there is nothing wrong or ineffective about the process of cold calling its the preperation or lack of it which determines how effective it is. Havinig worked with clients varying from small startups to large fortune companies, we know cold calling is still a very importnat channel for sales and leads. Surprisingly, something as small and simple as the business contact lists or marketing databases which these companies can use for their telemarketing campaigns can be an Achilles heel if its not of the highest quality. One of the most important questions to ask before picking up the receiver and dialing away is:
“Am I calling the RIGHT person?”
Have you ever walked into a movie cinema a bit late when everyone is seated and you have to feel your way through the dark, bump into and trip over everyone, irritating them and apologizing as you go along? Thats what its like cold calling into an organization when you have no clue who you need to speak to finally and how to get there. Decision makers rarely outright reject calls that are relevant to what they do or will be unwilling to speak to someone who has something to say that is within their area of responsibility. It’s the constant irrelevant calls which have nothing to do with them which put them off and give cold calling a bad name. Bad contact lists are also to blame.
For example : the IT Manager of a company responsible for quality control software and systems used by manufacturing should usually be open to a discussion if he is called about questions or technology related to quality control. However if he is called by a sales person who starts talking to him about IT security and anti-virus software products he’s more likely to snub the caller for interrupting his work. In the second case the caller assumes just because he’s speaking to an IT Manager, he must be open to talking about anti-virus software. Wrong! If business contact lists and data are built based on roles of the decision makers rather than simply by job titles, the chances are connect rates are higher and conversations will be much higher than unqualified contact lists. More conversations, more opportunities, more sales. Cold calling isn’t ineffective. As Jim Logan sums up very well:
The problem with the problem with cold calling is there is no problem. The real issue with cold calling is preparation and technique – the use itself is valid.
Contact us or sign up for a free trial list of role based business contacts with complete direct contact data to experience the difference in calling on higher quality decision maker lists.
Related posts:
- Why Are Custom B2B Business Contact Lists Ideal For Your Telemarketing Campaign?
- Cold Calling Is Dead. Long Live (Smart) Cold Calling.
- Finally A Solution To Voicemail Boxes – Cold Callers Can Rejoice!
- Highly Tailored Business Contact Lists for Highly Specific Decision Makers
- B2B Lead Generation: Telecom Business Contact Lists
April 1st, 2009 at 4:49 am
I recently came across your blog and have been reading along. I thought I would leave my first comment. I don't know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often.
Joannah
http://myscones.com
November 10th, 2009 at 6:34 pm
I'm sorry — if not a bit embarrassed — it took me months to find this post and the kind words you sent my way. Thanks!
Cold calling is one of only five ways you can reach a known person or title — fax, email, direct mail, and physical visit being the other four. With that in mind, picking up the phone and calling someone is something sales people should get good at…and embrace.
Thanks Again!
Jim Logan
April 28th, 2010 at 8:33 pm
Good thing that someone finally pointed out this issue. For a B2B telemarketing company to be successful in the business, it should be prepared enough and should always keep in mind all the important aspects of the target market. In this way, the success rate is significantly improved leading to greater leads and sales.
Outsource telemarketing firms should always work with the clients as well as uphold the values in handling customers.
May 4th, 2010 at 1:56 am
I am in a telemarketing sales company, and we make sure that the client and the agent work hand in hand. With that, we are being successful at gaining SEO leads and arriving at an increased sales.
May 4th, 2010 at 8:56 am
I am in a telemarketing sales company, and we make sure that the client and the agent work hand in hand. With that, we are being successful at gaining SEO leads and arriving at an increased sales.
June 3rd, 2010 at 6:49 pm
Right on. There's no doubt that cold calling works. Like you said, its just a matter of preparation. Only if telemarketers use best practices in cold calling, then it wouldn't have such notoriety. Intensive and proper research is also an absolute requirement in making your contact lists.
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November 16th, 2010 at 9:10 pm
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January 21st, 2011 at 6:11 am
Lead generation through telemarketing may be very expensive if done in a wrong way. Successful lead generation can be achieved in a cost-effective method.
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April 11th, 2011 at 4:02 pm
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May 4th, 2011 at 2:11 pm
I have to agree with this that a successful telemarketing campaign is about picking the right company – to carry it out correctly. If the campaign is not approached properly, then indeed it will be expensive.
May 28th, 2011 at 1:17 am
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Glenn Wright
VP of Marketing
Partner Source
(Ranked #3: B2B/B2C Appointment Setting | Lead Generation and Market Research Company)
Minneapolis, Minnesota, United States
http://www.thepartnersource.com
December 28th, 2011 at 7:52 pm
Cold calling is really effective way of B2B marketing and give you good result if you do best cold calling with customers. This is really good for generate leads easily.