Cold calling vs targeted emails

[Rechelp]

I have realized that I'm not so good with cold calls, as I'm trying to contact potential clients regards my webdesign services. So I was thinking about sending targeted emails to specific companies and to the person that is responsible for the online division of the company.

The email would be extremely targeted and I will write a bit about their current website and what the benefits would be of a new one.

So I was wondering whats your opinion regards targeted email marketing?

 

[eventdomain]

Cold calling is not a natural activity for many, many reasons from general nervousness to outright fear. Most sellers find it counter-productive as the recipient/prospect views it as an interruption to their day at minimal and irritating at best, as its not just the occassional call were talking about as businesses get sometimes hundreds of calls per day from salespeople - even small businesses and over time a few calls per day can seem like a big hassle......

What can make it easier is to offer a freebie, as this is more friendly than a stone-cold opener of 'give us money please', as they get this every day, and cannot be bothered to distinguish the great offers to the naff or spend time doing it. What your looking to do is build rapport first, before selling to them, offer a free option that leads to the better option - or maybe a test design so they can see what you do, but actually do this over the phone so they can view your talents.

 

[Rechelp]

Cold calling is not a natural activity for many, many reasons from general nervousness to outright fear. Most sellers find it counter-productive as the recipient/prospect views it as an interruption to their day at minimal and irritating at best, as its not just the occassional call were talking about as businesses get sometimes hundreds of calls per day from salespeople - even small businesses and over time a few calls per day can seem like a big hassle......

What can make it easier is to offer a freebie, as this is more friendly than a stone-cold opener of 'give us money please', as they get this every day, and cannot be bothered to distinguish the great offers to the naff or spend time doing it. What your looking to do is build rapport first, before selling to them, offer a free option that leads to the better option - or maybe a test design so they can see what you do, but actually do this over the phone so they can view your talents.

Thanks for your answer, I appreciate it.

Would it be a good idea to first sending a targeted email with a free offer, and if they are interested then I would speak to them. Or do I have to call and speak to the potential client about the free offer?

 

[Deleted member 61074]

I would start attending local networking groups with a view to getting more business, you can then talk up what you do or ask if people would like a free website review.

 

[cucumber]

> So I was wondering whats your opinion regards targeted email marketing?

I'm sure you'd have more success with a sales letter than an email. Seeing as you were considering calling them and seeing as you were talking about being very targeted, sales letters should be perfectly possible for you. I reckon well done sales letters are undervalued.

Good sales letters book: How to Write Sales Letters that Sell.

 

[eventdomain]

Just send an email to 100 or so, then do a follow-up call...

The problem with direct mail (letters) is its more expensive eg: paper, ink cartridge, postage - and there's no evidence to suggest it will be shredded less than the pressing of a delete button.

Email is about a 4-5% response rate.

Direct mailshot letter has a High response rate of 2-5%

so email responses are considerably higher

There's stats like the DMA -

UK businesses reported spending £14.2 billion on direct marketing in 2011 and forecast their expenditure to increase by 7% in 2012 to nearly £15.2 billion.

but those companies have terrific set-ups and bags of cash for research etc, most small businesses won't, thus success results will be different.
-----------------------------------

both need a good mailing list, which is time-consuming to build, but its fine for actual keeping in touch with cliens though, but you'll need an actual content-based newsletter/ezine to keep customers interested as nobody like to keep getting sales letters, so good content keeps people informed about whatever. Also a good content system is great for attracting sign-ups, thus greater footfall to sell to.

 

[sarahjohs]

Some of my friends and clients have used targeted email marketing and have received a few good responses from it. However, it is important to do everything you can to see to it that these mails don't go into spam(which can happen very easily). For example if you have a lot of images or video in your email, there are good chances of it going into spam. The chances of this happening is also more when you use cheap/free email marketing services. From what I hear MailChimp and Mad Mimi are pretty good. I think if you have a greatly targeted contact list and if you put efforts in composing a good email campaign; you can benefit from this better than a cold calling.

 

[kate1]

As somebody mentioned before, the key is to follow up the email with a call, if you send in manageable batches so you can follow up the call afterwards. Do you have the direct email addresses of the decision makers?

 

[businessfunding]

Cold call, email and hard mail all have a valid place in your mix.

The most important thing is to evolve a process, not to rely or judge on a single event.

So for example your process might be letter; follow up call, further emails

The results from a good process will grow exponentially, whereas results from a single event will be consistently poor.

 

[patientlady]

As asked by Kate1 where have you got your data from?
I realise that you have said you feel nervous about calling first but it might just be your 'script' that is holding you back. Try different tactics, different wording, don't beat around the bush, but don't rubbish there existing site, they might love it or have designed it themselves. Have some notes to begin with and after a while it will just fall off the tongue. Don't worry about rejection there will be loads. Set yourself personal challenges, set a whole day aside for phone calls, not just an hour here or there. Challenge yourself to making five or six appointments in that day. You could get 1 app early and none for 5 hours then 4 in the last hour, it happens! Treat it as a game. If 2 apps are for next week don't include them in your figs, keep going... Set aside that time again next week on the same day, keep going...
For you, (in your situation), I would call first, speak to the decision maker, explain briefly who you are, and the benefit of an appointment, without obligation (if prospecting locally) if not then email or send info in the post, to a confirmed email address, so that it misses the spam filter. Follow up again, next week as part of you weekly calling session.
For myself, (in my situation) all I require is an appointment from my phone call. I dial on a Monday as it works for me. Some days one script works better than another for me, I can chop and change through out the day. As a very last resort I send more info, if they will not have an appointment.
They say there are three types of person, one who will never buy, one who will buy and one that might buy!. But there is also one other, that is all of us! We all buy

The above works for me, so might be worth a try...

 

[MarkWMS]

There could be a chance of emails being treated as spam and cold calls being ignored. So its is surely better to do both to the same client.

But to make sure that his attention is held with the email for the entire time, can be done by writing a great piece of content that draws his attention very easily and forces him to read the whole email. His interest in the content will surely influence him to speak to you over the phone or face-to-face. That should help you.

Good Luck!

 

[eventdomain]

Forget all this 'salesy banter' - it works for a while but there's too much and after a while it sounds desperate.

What you need to do is show solid proof, something that cant be denied, lied about and that's in your face so that people have no choice but to believe it.

Good evidence is the turnover of your website eg: visitor output/input, or how does your service differ and do something better than the other 10'000 sites out there, various stats about what visitors do on certain pages, proof of delivery etc etc.

Why should someone use you over the next 200 folk out there, if you cant deliver much, then change your business model. Can you do something faster, get better results..... ok, just ideas obviously, but it gets the thinking cap going, try and be different if you can - unique is a great promoter, but you need to be able to prove it all and if you can't easily do this, its going to cost some ££££ to be able to prove it and its just something you have to endure.

 

[Rechelp]

Thanks so much for all feedback&advice, I have decided to bring the cold calling in the mix of my marketing. And I think it's a must, if I want my business to grow.

Another important question is if you think I can sell my services without meetings? My services cost about 250/300£ a month, is it to much for a middle size company to accept without a meeting?

 

[ITsoldUK]

Cold calling often fail through lack of preparation and research. This is clearly demonstrated by people using words like fear and nervousness.

That is why it is called cold calling...turn it into warm prospecting first. Don't just grab numbers off a web page or telephone book.

If you have researched your prospect, identified who you need to speak to, honed in on what they might need from you then, and only then, hit the phone and present yourself. Then there will be no fear or nervousness as you are in a prepared state of mind and will present as such.

Also, as kicky states, it should form only a part of your marketing mix.

Go back to your marketing plan and see how this states you how to reach your audience...

...you have written one haven't you?

Regards
Daren

 

[emailblaster]

The other big advantage of email marketing is that your results are visible; you can see who successfully received it, who clicked on it, who unsubscribed. Having access to this information really helps to fine tune your message > by understanding how your recipients react.

 

[justbought.it]

Hi Rechelp,

This a tough one because is there is no set rule for what works and what doesn't because each industry and audience is different.

I've run a web design/development agency before and it's a tough industry because it's so crowded and competitive.

I would engross yourself into your local business community and network like a mad man. In your line of work most of your business will come by referral and word of mouth so it's important you're name is at the tip of people's tongues when someone asks "do you know a decent web designer?".

I've found that sponsoring meet-ups with Pizza and Beer is a great way to get your name out there. Check out http://www.meetup.com to find local meet-ups.

In my opinion, the web industry is all about reputation and who you know. I've found Linkedin is a awesome tool for keeping track of people you've met and getting 2nd level referrals. Make sure you get plenty of recommendations, people want to read what others think of you.

I hope that helps.

 

[TecD]

As asked by Kate1 where have you got your data from?
I realise that you have said you feel nervous about calling first but it might just be your 'script' that is holding you back. Try different tactics, different wording, don't beat around the bush, but don't rubbish there existing site, they might love it or have designed it themselves. Have some notes to begin with and after a while it will just fall off the tongue. Don't worry about rejection there will be loads. Set yourself personal challenges, set a whole day aside for phone calls, not just an hour here or there. Challenge yourself to making five or six appointments in that day. You could get 1 app early and none for 5 hours then 4 in the last hour, it happens! Treat it as a game. If 2 apps are for next week don't include them in your figs, keep going... Set aside that time again next week on the same day, keep going...
For you, (in your situation), I would call first, speak to the decision maker, explain briefly who you are, and the benefit of an appointment, without obligation (if prospecting locally) if not then email or send info in the post, to a confirmed email address, so that it misses the spam filter. Follow up again, next week as part of you weekly calling session.
For myself, (in my situation) all I require is an appointment from my phone call. I dial on a Monday as it works for me. Some days one script works better than another for me, I can chop and change through out the day. As a very last resort I send more info, if they will not have an appointment.
They say there are three types of person, one who will never buy, one who will buy and one that might buy!. But there is also one other, that is all of us! We all buy

The above works for me, so might be worth a try...

Very informative

 

[ianbrodie]

You know, I can't help but think you're putting the cart before the horse here. Or to be accurate, focusing on the media instead of the message.

In essence, what you're doing is choosing between different methods of contacting people you don't know, who haven't asked to be contacted, to try to pitch them for something they probably don't want.

In those circumstances, the differences between emails, cold calls or direct mail are probably marginal. The problem isn't the media you're using, it's the message.

Even your idea of emailing with a critique of their website and what you could do better is still most likely unwanted by your prospects. It's the equivalent of getting an email saying you're ugly so you should buy some make up products.

My advice is to think about how you could do something your potential clients would actually be happy to receive (whether it comes via a call an email or letter).

The chances are that most people you contact won't be on the lookout for a new website right now - so a cold call/email/mail will fall on deaf ears and be seen as an annoyance.

However, those same people probably would value getting some tips and ideas on improving the performance of their website and the results they get from it.

So how about producing half a dozen short articles on different aspects of how small businesses can get better results from their website. Include a mention of you and your services at the end of each article.

You can then mail or email those articles - or call to ask if they'd like a copy.

If the articles are good enough then the people who are receptive and on the lookout for a new website will take notice. And those who aren't ready yet will still appreciate them and it'll position you as the persona to call if they do need a new or refreshed website - especially if their current/previous provider isn't adding value like this.

Taking an approach like this that adds value and builds a positive relationship with potential clients rather than just p*ssing them off with an unwanted call/email/mail is going to have a bigger impact on your response rate than just the choice of call/email/mail itself.

And over the long term it's going to position you as an expert in your field rather than a vanilla competitor just pitching his services.

It's also the right thing to do too. If anyone out there wants me to buy something from them, please, please take this approach rather than cold calling/emailing/mailing me!

Admittedly, it's an investment. And you have to know what you're doing to do it. So I'd focus it on a series of high value potential clients rather than just everyone on a mailing list. As has been said before you can do your homework to make sure the people you send to or call are the right size of business for you, and you can check to see if they have a decent website already or if it's looking in need of work.

Cheers

Ian

 

[Ian Spielman]

Have to honest, I am shocking at Cold calling, I absolutely detest it! I love chatting & helping people and trying to get them the best deal for them.

Id rather sit in a room full of competitors and potential clients and try selling myself that way, rather then sit at a desk cold calling!
i do go to networking events, and have been doing so for 10 weeks and have yet to see any results.....

HELP!!!

 

[patientlady]

Have to honest, I am shocking at Cold calling, I absolutely detest it! I love chatting & helping people and trying to get them the best deal for them.

Id rather sit in a room full of competitors and potential clients and try selling myself that way, rather then sit at a desk cold calling!
i do go to networking events, and have been doing so for 10 weeks and have yet to see any results.....

HELP!!!

Whoops thats 10 weeks, nearly three months you have lost! Get on the phones

 

[Ian Spielman]

I have done phones too!!

Sent from my GT-I9100 using UK Business Forums

 

[Danny @ Source Servers Ltd]

Good pitch delivered with honesty, credibility and strong underlying knowledge..... nothing beats a call... and nothing gets to the point quicker and more accurately. Emails are emails, and rely on the receiver bothering to read them or just junk them.....I like the analogy that if you wanted to hitch a ride....do you lie on your back with a sign in the hope that someone shooting past will read it... or do you write your sign and then jump up and down and wave your arms in front of drivers.....a mix of both is needed, but nothing beats the jumping and arm waving.

 

[UnleashedIT]

As mentioned, unfortunately it is trial and error and what works for one will not work for someone else. I prefer a targeted email and then a call the next day. The most important thing is not to give up, it is very frustrating cold calling, i would try to start with an easy one first.

 

[Scott-Copywriter]

From all of my experience, a well-targeted paper sales letter out-performs sales e-mails.

Couple this with a follow-up phone call for an even higher response rate.

It does depend on your industry and sales proposal of course.

 

[CallboxInc]

Email marketing is a good way to introduce your services. To fully get maximum result, follow it up with telemarketing. For web design, reaching your market can be challenging since there are plenty of competition. You need to be smart in order to get ahead. Hire a company that can provide both services within a single campaign.

 

[35173]

I have done cold calling in the past. The only thing I would say is that it can be a bit of a waste of time when people are not there and you make 20 calls to reach one person. However, there are some people who would say that is a good investment if you manage to get a new client from that one call. Maybe send targeted emails and then follow up with a phonecall, in my opinion that would be better. I don't know, but that's just what I would think.

 

[telemax]

From all of my experience, a well-targeted paper sales letter out-performs sales e-mails.

Couple this with a follow-up phone call for an even higher response rate.

It does depend on your industry and sales proposal of course.

Or for an even better response, call first, ask for the decision makers email but don't forget to take the name of the person you speak to, even if it's just the receptionist.

Then your subject line is

Conversation with insert name

And first line of email is

I spoke to insert name earlier today who recommended that I email you..


True, it's a slow and targeted process but I did 40 of those on a campaign last week, received 8 replies, 1asking to see us, 1 very interested, 2 moderately interested and the rest were polite no's. Not a bad response rate!!