In this video, we provide a recording of a cold call for digital marketing services. After the call recording, we discussed three things this salesperson did well.

 

Multi-Touch Outreach Approach

This cold call for digital marketing services is a good example of a salesperson using a multi-touch marketing approach.

  • Touch #1: Introduction video brochure
  • Touch #2: Cold email
  • Touch #3: Cold call

Without analyzing each outreach attempt and message, the general structure here is a good example to consider when deciding how to structure your outreach approach. The approach does not guarantee engagement, but it can increase the odds of grabbing the prospect’s attention and getting in.

 

Focusing on Prospect Pain

The next thing the salesperson in this cold call for digital marketing services does well is that she focuses on the area where the prospect might be feeling pain. People are more motivated to fix problems than they are to proactively invest in improvements. With that, if you can find an existing area problem or pain point you can solve, you can improve your ability to generate a lead and close the prospect on moving forward.

This salesperson mentioned a very specific problem identified before making the cold call. In many cases, you will not know what problems the prospect has when you reach out by phone or email. When that is the case, you can talk about the common problems or pain points someone who uses or needs your product might have.

 

Selling the Meeting

The third thing the salesperson in this cold call for digital marketing services does is focus on selling the meeting, not the product. The most common mistake salespeople make on cold calls is trying to sell the product. Even if they cannot take the order right then, they still try to validate interest or a need for the product.

Selling the product during a cold call has a very low probability of success because the salesperson is likely calling a prospect who is not in buying mode for the product they sell. This means there will likely be a mismatch between what the salesperson wants to talk about and where the prospect is mentally at that moment. This will lead to more objections like:

I am not interested.
We already use someone for that.
We do not have budget.
We are not making any changes right now.

Not only can you greatly decrease the odds of facing those objections by simply shifting to selling the meeting, but those objections actually become invalid reasons to stop talking. The fact that the prospect already uses someone or does not have a budget is a valid reason not to buy your product. But they are not valid reasons not to have a conversation.

We hope this cold call for digital marketing services provides you with new ideas for your sales efforts!