Ad Agency New Business Update: Cold Calling Isn’t Dead
It may be the most dreaded type of prospecting effort. Some claim it's dead. But, it still works.
"I just got a call-back from International Paper."
Turns out this new business person made one introductory phone call to track down the appropriate person, left a voicemail message, sent
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We believe the reason for this is simple. Think of the nature of each prospect; the inbound lead, while having most likely received communication from you at some point, is seeking you out. Before you’ve had the chance to talk to them they have had the opportunity to check you out, check out your competition, and formulate their own opinions on your offering before you’ve ever spoken to them live.
Our client One Source did not want to run this, but I have no such restriction on my own blog. Regarding my good friend Trish Bertuzzi of the Bridge Group, her post was the germination of the idea, but it is a totally custom article.
Cold calling typically refers to the first telephone call made to a prospective customer. More unusually these days, cold calling can also refer to calling face-to-face for the first time without an appointment at commercial premises or households. Cold calling is also known as canvassing, telephone canvassing, prospecting, telephone prospecting, and more traditionally in the case of consumer door-to-door selling as ‘door-knocking’.
Authority group, by and outsized, are creatives by nature. They bask and thrive on ideas, concepts, visualizations, presentations. For that reason, they affirm rejection, which is normal in the earth of income, fair knockout. They experience it arduous to distance themselves personally from the number salutation (No thanks, we’re very joyful with our live agency) and they battle when tackling a new person for the honours.
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Well the first problem is that one man’s “cold calling” in not another man’s. Some people define “cold calling” as any time you pick up a telephone to call someone you don’t already know. Other people define “cold calling” as when you pick up the phone to call someone you don’t know and you don’t anything about them or their company. corei 7
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For an agency (in this instance seeking only to convert only two to five new clients in a year) the focus would be on identifying and planning an approach that will deliver the required conversion rate.
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HI Todd, We’ve not met, although I do know Joshua Jackson, and have even given The List a mention on our blog. I find The List a powerful tool. As an appointment setter for various Fortune 500 & 1000 companies I can tell you that the cold calling part of new biz dev is still alive and well, but very much changed from even a year ago. Firstly, there are a lot more of us out there vying for those “just 10 minutes” of the execs time. However, selling an appointment for a company that actually has a widget is much easier than selling an appointment for a yet another branding or ad agency. At the end of the day it’s all about relationship building, don’t you agree? I know you’ve been to our blog (www.newbusinesspipeline.wordpress.com) but come again, and come often. I think we’ve even added the subscription widgety thang you suggested. Call US when you need cold-calling!