With the wave of social media seeping into our lives, it’s normal to think ‘out with the old and in with the new’. That is, new ways to advertise our business, news ways to engage with prospect clients and new ways to demonstrate our products or services to our clients. Yet, there are a number of “old” methods that are still tried and true and quite beneficial to many smaller businesses. Word of Mouth is definitely a marketing tool that large and small companies rely on to get the word out. But cold-calling… is dead as a door nail.
Cold calling has been sliding down a slippery slope for the better part of the 21st century and for good reasons. No one wants to do business with a voice and name they’ve never heard of until the phone rings. No one wants to scramble for information to confirm that the offer presented to them is the best deal possible. And no one, NO ONE, wants to be disturbed in the middle of their day without a decent invitation.
So why would a small business owner even flip through their local yellow or white pages cold calling potential clients? Well, sometimes we feel the old arts need a breath of life. After all, if word of mouth is still powerful tool, and people still posting flyers in neighborhoods and business areas, cold calling should logically work as well, right? Wrong.
If the people and business in the phone book ARE your prospect clients, don’t blindly call them. Go to them. Let them meet you. Let them see you, talk to you, get a feel of who you are and what you’re offering them. The most long lasting relationships are made in person. That applies to business relationships just as well. The next time you want to try an alternative method of getting your name and your business in front of your clients, get creative, not old fashioned.