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Cold Outreach That Works

Posted by Anita Larsen

Today you’ll learn how to craft cold outreach that works; use direct mail marketing and, yes, telemarketing to your full advantage. I know, the word “telemarketing” might as well be four letters, but there is a way to help customers feel like they are getting personal attention and keep them from blocking your number! 

With the success direct mail marketing has had in the past, even with the shift to digital marketing, direct mail campaigns can be used as a powerful marketing tool for your success. Telemarketing is best for high priced, high margin products/services.

Here are the key steps to putting together a highly effective direct mail marketing program:

  1. List all benefits customers will get from the purchase of your products and services.
  2. Pick the single most powerful benefit out of that list.
  3. Build an attention-getting headline around that benefit. Remember to use emotion; fulfill the desire to be young, wealthy, wanted, popular, or successful.
  4. Develop a sales letter using the headline you created to grab attention, provide information, and motivate customers to act.
  5. Put together supplementary items, such as a brochure, order form, reply envelope, or note that encourages them to read the letter.
  6. Rent or purchase a mailing list.
  7. Compare cost of mailing vs. cost per order.
  8. Continue to test and refine your direct mail marketing plan.

You can see how direct mail marketing will help you find a local or even country-wide target market to send letters or postcards to and develop a new customer base. Testing and fine-tuning your marketing campaign will bring better results and continue to lower the overall  cost of the campaign.

To be successful in telemarketing you need to:

  • Put together a plan, so you know exactly what you want to accomplish during the call.
  • Develop a list of topics to discuss and the questions you want to present around these topics.
  • Add verbiage checking to see if you are calling at a good time.
  • Include enough questions to keep the conversation interesting, but not too many to sound like you are interrogating.
  • Start with broad questions and narrow your focus as the conversation continues.
  • Offer feedback to show the other person that you are paying attention and appreciate their time.
  • Don’t insult their intelligence or manipulate them.
  • Listen first, talk second.
  • Be relaxed and conversational.
  • Be prepared to shift the conversation based on the prospects’ answers and personalize the questions and benefits of your products/services to them and their needs.

Telemarketing doesn’t have to be the trauma it’s made out to be. You can put together an honest, personal, and effective telemarketing campaign that is engaging, informative, and gets the job done. Think of how you would want to be treated on a marketing call. Ask your friends and family what they hate most about the telemarketing calls they get and work hard to craft your plan in a better way.

When selling by telephone, you have approximately thirty seconds to convince the customer to listen to you. You need an opening statement that captures their attention, conveys who you are, what you want, and why the prospect should listen.”

Jay Abraham

It’s easy to see how cold outreach campaigns like direct mail marketing and telemarketing can positively affect your business by bringing in new customers and increasing the level of awareness about your products, services, and company brand. Our Business Academy offers the resources and tools you need to work through these processes and put together the best marketing plan you can, take the guided tour to learn more.