Cold Calling vs. Social Prospecting

cpankey 2 Comments
No Cold Calling Zone

Image by markhillary via Flickr

I read a question today on LinkedIn that asked if the Traditional Cold Call was still an effective means of growing business.  One of the responses that was recorded basically refered to cold calling as an ancient tradition that had little place in todays marketplace, I believe they said it was a huge time sucker.

This torments me a little as I continue to learn and understand the power of social media.

In a Business to Business (B2B) sales world, has Cold Calling really become that out dated. I know I still make 30-40 cold calls each week in order to introduce myself and my business to new clients. In the last month the only contacts that I have made that resulted in sales were from Cold calls that turned into relationship building (face to face) and then the sale.

Now I do understand the time Sucker mentality, Cold calling often has a low rate of return and you must have a thick skin in order to take the rejections that come with the practice. It does take time and commitment.

Social Media can be used for prospecting and if you have a specific target I can see how you could capture huge groups of leads quickly with a basic search on your favorite social site. But it also takes a committed amount of time building that relationship to a trust level which creates sales. They don’t know you and if they are going to buy you are going to be building a relationship based on what? The written or video word, not a handshake, or conversation that relates interest and value.

So what do you prefer?

Are you still using cold calling, door to door, pound the pavement tactics? Are you spending adequate time daily prospecting targets in the social realm?

As I see it a B2B business must commit to both.  I know for a fact that business professionals in the majority of businesses still today do not have the time or the aptitude to build social media relationships. Face to face still has value to them. I also know that if I am targeting anyone under the age of 35 that if I am not in the social realm, I have little chance of earning their business. Social activity is mandatory collateral to this age group.

So tell me, what methods  do you use to build new business?

Inventor of Social Marketing… Jesus Christ?

cpankey 4 Comments

Ok so I am sitting in church today and the thought of Jesus walking among the people popped into my head. Not just walking among us but serving each of us, helping where we needed help most, providing information and guidance to all who asked. Yes he came to save us from our sins… let me not trivialize what the New Testament is meant for in our society, but have you ever stopped to think of the example he left for us in business and how we use social media.

We have been told that in Social Media and Social Marketing it is about what you give to a relationship that matters.  “Stop Selling” Bret L. Simmons says, social media is about giving information, giving assistance to those who need it, helping all that ask and are willing to communicate with you. It is about answering your critics with truth and knowledge. Imagine if Jesus would have had the internet 2000 years ago where we would be today with his message.

Is it that much of a stretch to think that Jesus Christ was the originator of what the makers of Facebook, My space and LinkedIn made so attractive to us all. The ability to communicate, listen, help and share to all that will listen and ask. 

This week as you twitter, Facebook, text, and link, remember the basic principles that we learn from Jesus:  Be truthful, be helpful, be a great listener, face your critics with integrity and truth and share all that you have in love.

Have a great week!

Targeted Global Marketing

cpankey 1 Comment

I remember speaking with business owners in years past about why they believed they did not need the internet. You remember them, the business owners who had no need for the world to find them, they were a local business.

Then we switched gears and started promoting Hyper Local  Marketing, and that made sense to many and online ad revenues in local market’s started to climb. Well today as I am communicating with companies half way around the globe that either have interest in my services or are a company which can help me serve my local business community with more creative and unique solutions, I realized what social media has done is create a Targeted Global community.

A targeted global community, a community with Hyper (Local) interests, wich is to say that they are personal and intimate interests not held with in geographic boundaries.  A small business can now communicate with resources 24/7 from all corners of the globe. They can find new and innovative solutions, creative ideas, cost savings, product improvements and yes even business partners and customers.

So the is the first rule of Marketing  still true?  (Location, location, location)?

I don’t know as I write this I have the funniest feeling that I am late to the party and everyone has already figured this out, or have they. I still see thousands of business owners without a web site, without a social media connection, without a diversified supplier list. They look at social media as a giant waste of time because they know that if they just pick up the phone  and dial the next prospect or that old reliable service ( which doesn’t seem to be as good as it once was) that business will get done and sales will come.These are the battles that business owners must get through in a hurry.

Business Real estate is being taken right now. Taken by the few which have jumped in both feet and said I will not quit. They are determined to build relationships in a very targeted global community. With people who offer wisdom, service, solutions that they need to move to the next level of business.   They are securing real estate in places like Facebook, Twitter, My Space, Linkedin, WordPress, you tube, Manta etc…  A Global Mall-without-walls of business and consumer communication that is building new empires and new celebrities.

Targeted Global Marketing, sounds like an oxymoron, but on LinkedIn today I spoke with business people in three different countries in the matter of an hour on the same topic. Business was good.

Get on Get started and start your Global Targeting today.

Who is talking about you?

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I had the pleasure today to once again hear Bret L. Simmons speak about the power of Social media and personal branding.  In the course of training with a hundred local business leaders in our community Bret used me as an example. I admit it felt really cool too have someone I respect  recognize me in a room of  my peers  in our business community.  

I know this is not about me, but it got me thinking about contacts we make in life and if we understand  what the value of what others say about us has to our business.

Bret today spoke of how he uses twitter to speak of both: positive company interactions and negative interactions. Social Media has allowed him to see instant reaction in both the positive and negative of customer service.  Wow, have you thought about the power of social media as it relates to customer service.

What if that last customer was not satisfied for any reason and is right now blogging, texting, or Twittering all their contacts to tell them of the bad experience. I am not sure we would conclude that any press is good press in this case. Of course the same thing is said in the reverse, if we exceed expectations can we count on the same consumer now telling their world about your great company. How do you know if this is happening to you and your business? 

So who is talking about you?

Are you helping them with what to say or just letting it happen? 

Social Media = word of mouth marketing on steroids! 

If you are involved with the running or marketing of a company, be it small or large, you had better be listening to the social media world. The networks of people can quickly become huge and the last thing you want is for a single bad event to turn into a face book page such as 24hourfitnesssucks (which by the way is a real facebook page)

If you are local business that has not adopted social media plans into your business I would suggest redoing your marketing plan for 2011. Include Social media, Invite the public to get more from you in 2011, help them find the right words to say about your company, and start listening to what they are saying.

Can Superbowl promotions move to mobile or web?

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Watching the NFL playoffs this weekend I have already spotted some creative work on commercials for the NFL post season. The one that stood out most by the way for me was the Mentos commercial. When was the last time you saw a mentos commercial?

Regardless it got me thinking about Superbowl Commercials and if new media avenues will or have started to develop enough of an audience to create the same viral buzz in marketing?

Could a local or regional company run a combination Newspaper or Direct Mail  campaign inviting locals to text in Short code for a special online contest that had some awesome prize?  Think about it.  Instead of spending millions on a national level or paying the local Superbowl commercial rates you could put on an entire event using Newspaper or Direct Mail and probably save money. (by the way have I told you before that Newspapers still have more circulation in most markets than the number of people who will watch the Superbowl in the same market)

Free Idea for event in Northern Nevada,  Place a Broad Based Media buy for Superbowl weekend. (Newspaper, Direct Mail, TV), Purchase a short code from a local short code supplier, (short code is a unique code that is assigned to you and consumers use to text in an entry), and build a contest with a cool local prize.  Let’s say Season Pass to Wolf Pack Football in 2011.

Consumers are invited to text in your company name to 368266 for a special code that will enter then into a chance to win season pass.  Consumer then logs into website, facebook page or mobile website to enter code and contact information.  (Codes will not be unique and every customer will be entered to win.)  You have now captured through an opt in system, mobile phone, customer contact info, e-mails etc…

After the Superbowl you immediately pick a winner and text back out to all mobile users the winner with one simple congratulations note.  Followed up with an e-blast to all entries for a special sales event or offer to your company in the next week if with this e-blast coupon or sales flyer.

Ok that is a crude and fast Superbowl promotion.  But I believe it has some merit and could end up being a great local event.

Have fun and remember that your business can thrive in 2011 with the right marketing mix.