I manage marketing for the digital services platform, TidyChoice. We are continually bombarded by emails from B2B start-ups and SMEs offering various services, such as digital marketing, tech development, and ops outsourcing. The approach emails and “In case you missed it” follow-ups clog up my inbox and are largely ignored.
It struck me that start-ups are not using the phone as an effective marketing tool. Even in situations where we have a genuine interest in collaborating, we would get an email and no-follow call.
The only marketing calls we get are from international call centers trying to sell us energy or phone packages, even though we work in serviced offices. These calls are really irritating.
In this article I give my views on the best practice for using the phone as a marketing tool.
Why use the phone?
The telephone is a powerful tool that can help you get new business and build relationships. You get immediate information, feedback, and commitment. Every call will be different, and as long as you stick to your objective and follow basic techniques, there is not much that can go wrong.
In most cases, it is best to use the phone after you have already sent information. An email can act as an introduction, but a phone call is where real progress can be made.
The phone was extremely important in pitching ideas, getting meetings, and establishing relationships. Through experience, I learned the superiority of business phone calls over email communication, but I also understand the reluctance to use it.
Reasons people don’t use the phone
A lot of people share the same concerns about being proactive on the telephone. This is normal. Even experienced businessmen or telesales people share some of the following concerns.
- Lack the confidence to make calls
- Don’t like making “cold-calls”
- Fear of being too pushy
- Fear of making a mistake and jeopardizing chances
- Fear of rejection
- Self-conscious about accent/voice
- Not getting through to right person
- Don’t know what to say
- Don’t know how to get past secretary/gatekeeper
- People don’t return calls
Some people are so nervous about making calls, that they do lots of preparation. This just puts them off from making the call. A phone call is a conversation where you need to listen as much as you talk. Therefore, not much preparation is required. You need to listen to gauge what people are thinking.
Attitude
To make the best use of the phone in a marketing campaign, you need a positive and proactive attitude. To stay motivated, think about your objectives and what you can gain.
You may experience rejections, but don’t take them personally. When making contact, expect a negative outcome so you won’t be disappointed. Sometimes rejections are just temporary objections that can be overcome. It could take more than one contact to get what you want.
A certain level of persistence may be required. However, you should recognize when it is no longer worth pursuing and when you are in danger of being considered a pest.
Basic organization
Create an action list and schedule when you are making outbound calls. Make sure that you have contact names, company names, and numbers. Prioritize the list as required.
Find a quiet area to make calls and ensure that you have any required notes on hand. Consider who is likely to answer the phone and what your approach should be.
Control conversations
I am sure that you have experienced this before: a telesales person calls you up and starts asking you questions. The person asking questions controls the conversation — this is what is taught on most telesales courses.
The way to control a conversation is to ask a question, gather information, and respond. It is important that you listen properly and respond to what is being said and not be in a desperate rush to make your pre-prepared points.
It is best to never ask someone to call you back. First off, your cold call is probably not important to them so they most likely won’t call you back. Secondly, if they do call back, you lose control and may not be prepared.
Handle negative responses
If any preparation is required, it should be for anticipating potential objections. Think about likely objections and prepare responses and follow-up questions to keep the lead alive. For example, if they say that they are too busy to consider your proposal, then acknowledge that and ask when they are free to discuss.
When you are on the call, you may be able to handle some negative responses to your proposal “on the fly”. If you cannot, note the objections and prepare responses for a follow-up contact or for use in other calls.
Getting past gatekeepers
Your call may be picked up by assistants or junior team members and not the person you want to speak to. They then may block you from speaking to your targeted person.
The best way to get them onside is to treat them in exactly the same way as you would your target. This may mean going through the exact same call script as you prepared for your target.
If the gatekeeper says that your target is busy, then try to arrange a good time to call. Call at exactly that time.
Call structure
The opening gambit of the call should be structured as follows:
- Introduction: Introduce yourself giving your first and last name
- Reason: Give a reason why the call is being made
- Question: Ask a question to allow you to shut up
The reason could be following up on an introductory email or proposition that could be of interest. The question could be to arrange a time to meet or discuss a proposal. If you need to make a follow-up call, always refer to the initial call.
Voicemail
You will probably hit voicemail at some point. You should leave a message with your introduction and reason for the call. Then say that you will call back at a certain time and call at exactly that time. If you hit voicemail again, try in another 10 minutes. Do not leave a second voicemail.
Conclusion
Just pick up the phone and call, as it is more powerful than email. Remember that there is no such thing as a perfect call and if you make a mistake, don’t worry about it. Simply stick to your objective and have a conversation.
