Why Cold Calling Isn't Working
People Don't Want to Be Interrupted
Think about it—when was the last time you enjoyed receiving a cold call? People are busy, and they don't want to be interrupted by someone they don't know trying to sell them something they might not need. As I mentioned in our recent podcast, the cost per lead in digital marketing is high, and cold calling can be particularly challenging.
It's Hard to Build Trust
Building trust is crucial in sales, but doing that over a cold call is tough. People are naturally skeptical of strangers, and building relationships and establishing credibility takes time. Jim Falotico shared how he struggled with cold calling after transitioning from corporate sales to owning his own business.
You're Talking to the Wrong People
One of the biggest challenges with cold calling is that you often end up talking to people who aren't decision-makers. This means you're wasting time and energy on the wrong prospects. The truth is that the pandemic forced us to pivot our strategies and focus on more effective methods.
What to Do Instead
Now that we've identified some of the challenges with cold calling, let's talk about what you can do instead to generate leads and drive growth.
Leverage LinkedIn
LinkedIn is a goldmine for B2B lead generation. Start by optimizing your profile to showcase your expertise and credibility. Then, connect with potential prospects and engage with their content.
Once you've built a connection, send a personalized message explaining how you can help them. This approach is much more effective than a cold call because you build a relationship and establish trust first. LinkedIn was my lifeline during the pandemic, allowing her to maintain and build connections.
Create Valuable Content
Content marketing is a powerful way to attract and engage prospects. Creating valuable content that addresses their pain points and provides solutions can establish yourself as a thought leader in your industry.
This could be in the form of blog posts, videos, podcasts, or even webinars. The key is to provide value upfront, which will help you build trust and generate leads over time. It is important to position and brand yourself so people get to know, like, and trust you. (Thanks Zig Ziglar!)
Join Business Networking International (BNI)
If you are an entrepreneur and have not heard of BNI (Business Networking International), you should. BNI was one of the first things we all did when we started our businesses, and it helped us all tremendously.BNI allowed us to connect with other business owners and build relationships that led to referrals and new business opportunities.
Use Retargeting Ads
Retargeting ads allow you to reach people who have already shown an interest in your business. This could be people who have visited your website, engaged with your content, or even opened an email from you.
By using retargeting ads, you can stay top of mind with prospects and increase the likelihood of converting them into customers.
Conclusion
Cold calling might not be working for you, but that's okay. There are plenty of other strategies you can use to generate leads and grow your business.
By leveraging LinkedIn, creating valuable content, joining BNI, and using retargeting ads, you can attract and engage prospects more effectively than ever before.
So, what are you waiting for? Start implementing these strategies today and watch your business grow.
And if you're looking for more tips and tricks to help you generate leads and drive growth, be sure to listen to Episode 1 of "Why Your Business is Invisible Online" and follow us for more insights and strategies to help you take your business to the next level.
Keep Growing!
Kelly
