[…] well, many of our earlier posts deal with this topic. But recently I came across an article – “The impact of social media on cold calling”.It made my mind think and analyse about social media on a different level altogether.Since the […]

If the person you are calling does not know you, it is a cold call. The calls get warmer only if you give targets a reason they should talk with you (that’s why referalls are so popular, someone they know says they should.)

Using social media may improve the list you are calling and some insights into their life may give you a ‘warmer’ call - but, dude, it’s a cold call. And, there are vast number of products where social media is not really a cost effective way to find ‘warmer’ targets.

Social media is just the latest snort of hopium that sales folks want to believe will remove the need, or make it easier, to cold call.

Creating a relationship with the customer is the most important thing and this can be achieved through multiple channels including telephone, email and social networking. While the latter is very important I think there are a lot of people who believe it is too ‘bleeding edge’ for them.

I’ve been on the receiving end of a lot of cold calls lately and I think a lot of telemarketing agencies are really missing the point - and the perfect opportunity to create a relationship with a customer. I have been called with an offer that is supposedly ‘too good to refuse’. I’ve asked them to send me details by email but they insist that they can’t do that - I read that as code for “I won’t get my commission if you respond to an email”.

If you call a customer and they say no, you have lost them completely. If you call a customer, get permission to send them an email, and then engage with them through Facebook, Twitter or LinkedIn you have the opportunity to build a relationship for life.

How to use social networking sites to sell a training course? Can you please explain the ways in which to do this?

Thanks,
Gana

Unfortunately cold calling will remain the only way to speak to a live person, regardless of its limitations. “It ain’t fun!” but it is really the only way. Fully 80% of the people I have tried to reach are not available through any of the media sites.

@Bob Probably one of the few things cold calling and social media have in common is that it’s really hard to determine ROI - but IMHO, the major difference is that cold calling is perceived as something abusive and social media as either useful or entertaining, which makes it easier for companies to target prospects using it

@Col You are right about the customer, but i was referring mostly to prospects or potential customers. You cannot really talk about relationships with prospects - the first step is to get their attention, make them buy and then you can start building the relationship.

@Gana It depends on what the course covers - try to find online communities that would be interested in your offering. You can also follow some of the experts in your field and interact with them - they usually have lots of followers or readers and some of them may be looking for what you’re selling.

@Mike Yes, the telephone is the only way to speak to a live person, but do we really need that in sales? Obviously, it depends on what you’re selling and who your prospects are. More and more people go online for shopping and they would rather use portals or social media for it, because they don’t need any contact with a live person.

With on-line research tools, there is no excuse to make a cold call. You should know enough about the prospect so that you have a point or two of meaningful conversation IMMEDIATELY after you actually get the prospect on the phone. Has the prospect recently acquired a new company–or been acquired? Built an addition onto their factory? Moved? Received an award or professional recognition? Achieved a milestone in a 5 or 10-year plan? Issued a FPO? Made a Top 100 list? You get the idea. Research adds to the prep time, but can pay real dividends. Probably 80-90% of the first calls will be referred to voicemail–so leave a professional message that can’t be denied. “I’d like to congratulate you on your recent plant expansion–and would appreciate the opportunity to ask you a few questions about your take on the long-range future of the widget manufacturing industry.”

[…] still pretty new to the world of social media but I have read a lot lately about the notion that social media is the new cold call.  If you are properly focused on who your target customer is and are sharing ideas and information […]