The Hare and the Tortoise

Cold calling is a common, yet traditional approach to selling, but does it still cut the mustard? There’s nothing to say that this technique doesn’t produce results, but you need to be cleverer if you are to get your desired outcome. If you combine cold calling with a little bit of research, then you’re on route to achieving gold. Combine this with a little bit of social media and email marketing, and you’ll be unlucky if this initial cold call doesn’t turn into a hot prospect.

To clarify, lets define cold calling; there is a world of difference between just stone cold calling and B2B prospecting, here at Pareto, we do our homework before ringing anybody.

The social media hare will never get round to making the call that wins the business, and the cold calling tortoise may find his hit rate dwindling as others find a more nimble and effective way to qualify leads, gaining engagement and accelerating the sales process.

The internet, social media and email marketing are all fantastic strategies to prospect people within the industry. You can learn a lot about a person based on how they represent themselves and interact with others on social media. But we can’t wholly rely on this to bring in the revenue, you still need that call to confirm you are what they need.

New technologies such as the world of social media are also brilliant ways of researching, so why not let those technologies do all the donkey work for you? This will save yourself time and focus on the revenue generation.