The cold call: for a new salesperson, calling potential customers out of the blue to inquire about their interest in your product can be terrifying. Phone communications remain a pertinent part of day-to-day operations in most workplaces, an unavoidable part of the job description. However, the concept of a cold call may be a little outdated, especially if your sales company is attempting to reach out to a younger generation of potential customers. This demographic is hardly used to speaking on the phone with their family or significant other, let alone a stranger trying to sell a product.
Just think of how you use your own personal phone on a daily basis. As a recent graduate just starting in the sales world, you likely keep in touch with friends, family, and former classmates through social media sites like Facebook or apps like Instagram. If you need to talk to someone, you can use that site’s chat app or you can send a text message. Calls are generally only for emergencies or annoying telemarketers. If you see that someone is ringing from a phone number that you don’t recognize, you’ll likely hit “ignore” or let the call go straight to voicemail.
A lot of people behave the same way. Plus, there’s the timing of cold calls. If you dial someone’s business while they are busy, they are not likely to have spare time to talk with you about your product. If you call early or late, they may not even be open. That’s not to say that you should completely and permanently abandon the idea of the cold call. It does have its place in certain instances.
However, social media are more likely to get more eyes on your company and its message. By posting to sites and apps like Facebook, Google+, Twitter, Instagram and even YouTube if you have media-rich content, you’re not bothering people. They can see your posts on their schedule on their own time. This naturally makes them more receptive to what you’re sharing, whether that’s information about a new product or even discounts on a popular seller.
Of course, with so many other companies just like yours making their presence felt on social media, your business could easily get lost in the traffic. You can minimize that by appealing to customers in one simple but memorable way: making them feel listened to. Reply to all comments that your social media posts get, whether that’s you alone or a team of coworkers. Learn as much about your customers as possible, because demographic information makes it easier to filter out who would be interested in what product. And make positive supportive comments to their messages which they post online or on Instagram.
Although you’re selling something to your potential customers, don’t oversell. Recognize the problems that your product solves and keep your eyes out for customers who have those problems or needs. Then suggest your product as a solution. Always leave opportunities for customer feedback, taking these responses seriously. Overall, this sales approach will be more successful than relying on the tired and oft-ignored cold call.