Of course you want new business from the list. But what does that look like? What does success look like when you're working with and/or helping these new customers? Perhaps more importantly, what does success look like for them when and after working with you? What could you enable for their business? What among their current needs and objectives are you most likely to address? Understanding these fundamental needs gives you a starting point for creating value from the first point of contact (vs. looking like just another company trying to sell something).
Answer this question more tactically now, beyond the broader definition of success for your prospective customers. Why should they listen to you? What do you have to offer them right now that can help them? What's worth 5-10 minutes of their time right now that both gives you a crack in the door, and delivers immediate value to their job and/or business? Most businesses, in a first approach with a new prospect, focus on themselves. They figure it's more important to introduce who they are and what they do. And while this is indeed important, it's how everyone else leads their first call or pitch. If you want to be different and stand out, know the prospect well enough to offer them something contextually relevant and valuable. They'll figure out what you do soon enough.
These prospects are cold. They don't know you yet. Unless you represent a potential impulse buy, don't expect miracles and one-call closes right off the bat. In fact, delivering something of value (instead of making a sales pitch) as recommended above assumes that you're in for a multi-touch relationship-building and sales process. Cold calls rarely convert into immediate sales. Effectively-done cold calls earn you the next call, where you have the right to go a little deeper, start to talk more about what you do, and position that as a benefit to the prospect.
Before you prepare a massive direct mail campaign or give the entire prospect list to your sales rep, pick a handful of names and make the call. Test your message and value-added offer. Script the short voicemail and first few seconds of the live call (if they answer) so you know whether the research and thoughtfulness you put into the approach and offer is working. This isn't going to give you quantitative, definitive results, but should help you determine if your approach is directionally valuable to both the prospect as well as your effort to convert a cold prospect list into warm relationships and, eventually, closed business.
Together, technology and the connective power of the internet are making drastic changes in what a typical work setting looks like today, and many companies are beginning to rely more upon a remote workforce. In fact, according to Global Workplace Analytics, “regular work-at-home, among the non-self-employed population, has grown by 105% since 2005.” more
You may think your business phone system is functional, but is it fully modern? In recent years, telecommunications technology has made major strides. A system that was perfectly serviceable ten years ago—or even five years ago—is now very out-of-date. more
Among all of the business software applications necessary for business operations, ERP is undoubtedly one of the most important. Making the wrong selection can have a disastrous impact on your accounting, manufacturing, and supply chain. With so much at stake, it is crucial to make a well-informed decision. more
Did you know that, according to Forbes, 86 percent of customers will pay more for a better customer experience? Customer satisfaction is always a worthy business pursuit, but to identify customer preferences and exceed expectations, you must keep pace with innovations in the technology your customers are using. more
This whitepaper describes why the shift from a traditional to a social intranet is imperative to staying competitive, and analyzes the costs and benefits associated with implementing one. You will also find useful KPIs to measure performance and further leverage your intranet's success, raising employee engagement and boosting your competitive advantage. more