With brand marketing and content ruling the advertising universe, the old-school cold call has plummeted on the popularity charts. But don’t unplug those phones just yet. According to research conducted by DiscoverOrg, high-touch phone contact still packs major muscle. That’s because the garden variety cold call radiates a warm human element that connects like glue with recipients. Always a good thing.
Naturally, chucking your online program in favor of a full-on brand marketing phone blitz isn’t the way to go. Ideally, brand marketing campaigns should craft a balanced strategy that integrates traditional cold calls with content marketing. Here are some ways to get the most from those outbound calls:
- Nothing repulses prospects more than a sensationalized sales pitch. Far better to nudge them with a friendly, conversational approach. If impromptu deliveries are beyond the talents of your call team, create a sales script that conveys a warm, casual message. And don’t forget rehearsals. Remember, this is live theater – there are no re-takes.
- When cold calling, go for prime time. The two best slots are: (1) in the am, before recipients waltz into the office, and (2) late afternoon, when people are downshifting toward the end of the workday.
- Know your recipients. Unless you’re a mind-reader, info-gathering is indispensable. Once the data is reeled in, brand marketers have the means to create solid, personalized connections with prospects.
- Gifts, prizes, rewards, and other incentives always are sure bets to rev up interest levels. Cold calls provide a great opportunity to impress recipients with news about your free, all expenses paid dream vacation to Bora Bora.
If you have any questions or comments about utilizing brand marketing to promote your brand, or about any brand marketing related topic, feel free to send them our way…
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