We know it as Cold Calling 2.0 (in our office we refer to it as interruptive sales) but there is a tactic in telemarketing and phone sales that is guaranteed NOT win the hearts and minds of your potential customers. Don’t know to what I am referring? Reverse – cold calling is the act of trickery in getting someone to phone you. Here’s an example:
“Hello, is Mr. Jones in?” “Will you please leave him a very urgent message about a significant purchase we would like to make?”
Obviously, when Mr. Jones returns to his office and is told by his secretary that a very important call may mean a big sale. Of course Mr. Jones will call you back immediately. In this tumultuous economy, every chance at a sale is a big deal.
“Mr. Jones, thank you for calling me back. I really don’t need to purchase anything from you; I just wanted you to hear me out, blah, blah, blah.”
Can you hear the irritation in Mr. Jones’ voice? The angry breathing? The sudden slam of the receiver hitting the base of the phone? Without a doubt, that is the last time you will ever hear his voice again, unless you face him in court.
There are a lot of ways to trick someone into calling you back, or, even better, to ask for a fraudulent name you know won’t work, and when the response is that there is no person by that name; you ask for the person that does. This manipulation is the types of “cons” that have been used by swindlers and “magic beans” sales people have used for centuries, only now it can be performed on the telephone or the internet.
There are business owners trying reverse cold calling every day in this country, and the chances of this working are even less than actual cold calling itself. Cold calling 2.0, or what ever you wish to call it is not only unethical, it borders on fraudulently conducting a business enterprise, which by the way is illegal. Wikipedia doesn’t even have a definition for either of these “new and improved” methods of telemarketing.
It has been my experience that this type of deception is typically used when sales people are pressured for a certain number of call backs or appointments set; results only responses. These people are “smilin’ and dialin’” as quickly as they possibly can, so any technique can be rationalized and a perfectly acceptable business practice in their minds.
I sincerely hope my readers do not participate in these sorts of shenanigans, and I’ll leave it at that. There are other ways of growing your customer base without the need to stoop as low as trickery and manipulation.
The Art of Persuasion……Building a Relationship
The best sales people, or the folks responsible for sales are best served using the age old art of persuasion: Win Friends and Influence People. Despite the methodology of marketing; traditional or digital, the highest success will come to those that practice ethical, customer centric relationship building tactics.
The economic storm we continue to live within shows little signs of recovery, and therefore every penny a company invests in growing their enterprise must produce ROI in one form or other. Telephone sales no longer works, unless the prospect is calling you from some other form of marketing has captured your attention. It should never be the result of some form of trickery or deception.
Your marketing efforts to generate leads may comprise of a variety of “offline” methods, which is fine if they’re ethical. They can be augmented with online “inbound marketing’ strategies, which are performed via the internet and email. It may be in the form of a blog, or series of articles, eBooks, White Papers or other digital products. These content pieces should be designed to impart sincere, relationship building information that will help people. That is the way marketing is performed today. The slash and burn methods of the past are no longer effective.
Here at Zen Marketing we utilize relationship building as our foundation for all things marketing. As an inbound marketing agency, it is our job to not only develop comprehensive marketing plans, but in many cases, implement them as well. Some of our clients use us for everything, while others perform much of it themselves, and we fill in the gaps with which they are not comfortable with, or lack the resources to fulfill the task at hand.
I have mentioned this in the past, but it bears repeating. At Zen Marketing, we offer a no obligation marketing analysis of your present marketing methodologies, and offer you a solution based strategy to help you make an informed decision on how to proceed. While inbound marketing may rival traditional marketing methods in termns of investment, it offers measurability and processes that might replace everything you are presently doing. Traditional and inbound marketing integrate cohesively to increase your leads, improving your chances for sustainability and growth.
Give us a call to find out more.