Can we still believe in cold calling? When does one call? How do cold emailing work? Is one better than the other? These are the never-ending dilemma every company faces. Let’s just see how we, a B2B database solution company, think about it.
Cold calling has been the way for decades now but now they say that it’s dying. Probably it is as no one likes getting disturbing calls from sales personnel who ask you bunch of questions. Especially, right in the middle of your tough day. But there are companies who rely on phone calls and that has their business running.
Cold emailing is bearable as they don’t call you on an awkward time and doesn’t feel intrusive. It’s an alternative for those who have the bulk of people to contact and cold calling isn’t the forte. On the flip side, cold emails can be ignored and treated as spam.
The results of both – cold call and cold emails – vary and depend on what/which field is being targeted.
Let’s see how both the approaches work
Cold Calls
Pros: Cold calling is the direct approach. You can connect to the contact immediately and get the response. This helps if you seek an immediate response. It can be positive or negative and then you can consider what else needs to be included. A negative response gives you time to work on your approach strategy the next time. You can improve your sales process and find a solution.
Emails make you wait to get any response and many times you are left with no response. Cold calling trumps here in getting an immediate response or feedback. Also, it makes a conversation less sceptic or doubtful when you hear each other.
Cons: Cold calling requires patience, lots of it. It is time-consuming and after 50 to 80 calls the moral of any caller starts to sag. The same motivation, enthusiasm, and cheerful sound can’t be kept steady. The negative answers only further damage the morale.
To make a successful call, it requires legitimate numbers and they can be hard to find. Furthermore, when the callings are done it can annoy both the parties. People can promise anything on the call just to get off the phone. This makes it hard to scale up and gets tedious.
The experienced salesperson and backup are required if you want to convert your investment. This makes it even more expensive to hire a team of experienced callers.
Cold Emails
Pros: Emailing has been an alternative for a decade now. It gets better when you don’t want to be disturbed during an important meeting or at your dinner table. Sales call have been ruining those for quite some time now.
Emailing is cheaper and easier if you have more contacts to approach. You can always customize the emails with creative copies for specific groups. It’s not only time efficient but also visually appealing. Emailing to larger groups increases your chances of getting noticed and helps in scaling up.
Cons: Everything has a downside and cold emailing does too. The process of approaching customers is faster but more than that there is wait for a response. A response might never come and a follow-up is required. It is necessary to make sure that the email is noticed and for that matter the creative copy needs to be enticing. The subject line will always be the attention-seeker but then the email body should answer all the questions the reader may think. This process requires automation to scale up. With cold email, you might face some technical obstacles like blacklisting, spam reports, etc.
Then which one is better for any company or start-ups?
There are many factors to consider before you zero down on any approach;
- Get to know and understand your target audience, and try to figure out which way of communication works well for them. For example, there are investors who work solely on phone calls and then there are those who spend most time of their day in their inboxes. This clears your confusion.
- Start-up companies or new businesses need to need to call up 50-100 people in order to schedule appointments. It is better to call them. You give a voice to your business and they relate faster to your product. With growth and increase in a number of leads, email can become your tool.
- When you want to get in touch with top officials, then start with an email. It is much better than to try to reach them on a phone call. It looks less intrusive and you don’t seem to wait on them for immediate response.
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