Dear Dave:

My company is considering using a cold call campaign to help generate leads. But it seems that everyone is so busy and also using Caller ID, and no one answers their phone these days. Can cold calling still work?

Signed,

In the Dark about Cold Calling

Dear In the Dark:

The name alone gives me the chills and I can’t say I look forward to receiving many cold calls. That said, cold calling still has a place in an integrated marketing strategy that includes multiple ways to touch your prospects.

Two important elements of success for cold calling: call on the right people and have something relevant to say.

Rather than purchase a list of names and phone numbers, use a list that already has relevance to your business and offerings. A good place to start is with an attendee list of an event where you are an exhibitor or sponsor. Or if you partner with companies that offer complimentary solutions to yours, consider trading lists with them. This way, the person you are calling may already be experiencing the business problem you’re offering to solve—and you have a natural opening. “We’ll both be at …” or “You already work with Company X, one of our partners.”

Next, rather than thinking of trying to sell someone your product or solution, simply try to begin a relevant conversation. If you get your target on the phone, offer insight about industry trends or how companies similar to the one you’re calling on are solving specific business problems. If you get voice mail, leave a brief and insightful message. You’re not going to sell anything on a single cold call, but you might be able to begin a nurturing business relationship that will lead to dividends down the road.

For Klein Marketing, I’m Dave