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Thursday, March 3, 2011

Warm exchange or cold call?

The term "cold call" plays a significant role in its unpopularity. By putting a knife into the idea of coldness, these calls might be better perceived by all players as a respectful introduction to a potential partnership or collaboration. After all, the call is a meaningful first step to a (hopefully) mutually beneficial relationship. Are you, the sales professional, thinking 'cold' when you pick up the phone? I suspect not. 

As a marketing strategist and sales professional, I understand the importance and value of the client, or customer, experience. As we all appreciate, the experience with a particular brand begins at the first point of contact. Therefore, the sales person making the call must be comfortable with this most essential of responsibilities; after all, the company's reputation and that of one's colleagues rests with the caller and the way the services are presented. It must be about the prospective client, not only about the sales executive or their company. Let's be clear: the prospect knows why you are calling, you know why you are calling so why not play on this and make the exchange an opportunity for dialogue instead of discomfort?

Respectfully prospecting a client is never cold; if the caller has done their homework, has taken time to understand the prospect, and learn all they can about the organization, they can turn a potentially uncomfortable call into an engaging moment, one where a mutual understanding of each other's motivations and objectives are clearly understood. That, in my opinion, is anything but cold.

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