Call it cold-calling; call it telemarketing; call it sales; telesales; call it lead nurturing. At the end of the day one thing remains common: you want to connect with the person at the other end of the line and sell them something.
Now I’m in a unique position as a marketing professional. Not only do I have the pleasure of working with “inside sales” and developing programs, scripts, etc., I also have the pleasure of receiving many of these “cold calls”. And although I am not the typical persona to whom my company markets, I still feel a kinship, heck even empathy, for those folks who are on the other end of the line/email when it seemingly appears out of the blue.
I have made it a personal rule over the years that if I don’t recognize the incoming phone number, it goes to voice mail. If I do happen to pick up the phone, in a momentary lapse of judgement, you’d better be on the ball. I can promise you, no matter what time it is, I DON’T have a few minutes to spare right now. Offer to book a time and send me some information in advance.
If you REALLY want to talk to me then I need to see the value in it. How will you make my job easier, my day better or my campaigns more successful? Know who you’re talking to, both from a business perspective and a persona perspective. Understand my challenges and offer a differentiating alternative.
On the other hand, I do tend to sympathize more than others, since I too am measured on the success of outbound marketing and lead conversion. This means that yes, I may fill out your survey, I might listen to your pitch, I will review (skim) the material you send me and I will probably visit your website.
I’m sure everyone has their own checklist of sorts, but here is my list of do’s and don’ts if you’re trying to elicit a response from me:
- Do speak slowly and clearly. Spell you name and/or company name if you have to. And for goodness sakes don’t whiz through your phone number!
- Do tell me why you’re calling.
- Do send me a proper calendar invite when I agree to a call. Make sure your contact details are included should I need to reschedule.
- Do spell-check your email and any attachments you send me.
- Do have a compelling subject line for your email and make sure the 1st paragraph supports it.
- Do make sure you know my name and the name of my company. I understand that Xenos may have been “different”, but Actuate is not a difficult name. Yet I’ve heard it called Activate, Acutate, and even Acutane. C’mon people!
- Don’t leave a voice mail that says you want to discuss an “opportunity” without giving me some clue as to what it’s about.
- Don’t leave your whole pitch in a voice mail. If 10 seconds has passed and you’re still droning on, I will hang up.
- Don’t tell me you have done work with IBM, Microsoft, Cisco, etc. Apparently everyone has. It doesn’t differentiate you.
What’s on your list?