With the Growing Popularity of Twitter and Other Social Networking Sites Is Cold Calling Becoming Obsolete?

[Bronwyn Ware]

After much apprehension, I recently set up an account on Twitter. I clicked on several items including RAINMAKERS where I read something which I at least found interesting. It stated on a December 2nd posting, "Rainmakers follows SHARE philosophy. S stands for Strategic Relationships. Without relationships there would be nothing but cold calls". I am not a member of RAINMAKERS and maybe because I was not alreday familiar with their "philosophy" I found the quote fascinating. I was truly unsuccessful at cold calling although I had completed a Sales class with an instructor who excelled at it and touted it in every session and appeared perplexed by those of us that did not. I feel far more comfortable making contacts via social networking, but in the back of my mind I often feel I lost out on potential commercial contracts due to fear of cold calling. While I certainly tried it but I felt it was a waste of time when my calls were unreturned. Could the new social media replace cold calling?

[Jeff Bowe]

Absolutely not. Cold calling will work because some people will never (gasp) be part of social networking circles and therefore you won't be able to get to them without a direct approach. Before all of the social media zealots jump on me, think of how many of your parents--who are in key buying positions--are not in social media, and may never be. Social media networking, like face to face networking, is about expanding your circle of contacts. It can make cold calling easier because there will be times you can find the right name and maybe some hot buttons in that persons focus, but still not get a referral to the person that you can use by name. There have been many times when I have gotten a referral but the person could not let me use their name---think of a struggling salesrep who is referring me to the boss because the employee wants sales training help but does not want the boss to know that he or she is asking for help. Maybe not a referral in the best definition, but it is a referral.

Cold calling will work, but it is a high number game that requires an outstanding message, and a very practiced delivery. Think about the message you left. If you received it, would you return the call? Was the message about you the sender or them the receiver? I just had this conversation with someone Thursday and when she told me her script, she was 80% into it before a benefit or value to the recipient came out. Make sure your 5-13 word value statement/value proposition/framing statement is within the first 20-25 words, then ask for an appointment.

The other keys to cold calling are consistent activity (do a little every day), frequency of calls to each contact (every four days and varying time of day to call), and allowing your prospect to refer you to someone else or opt out of the process (by the words you use in your message). If you want more info, contact me directly, I'd be happy to chat more about it.

[Bronwyn Ware]

Thank you for your advice! A lot of people swear by cold calling. Now I do agree that if you're able to possibly communicate with a prospect via LinkedIn, Smaller Indiana, Stark Reality etc. it may make the introduction process smoother and the referral could possibly turn into a client.

[Bronwyn Ware]

Does anyone feel that that the number of cold calls they have received in the past have diminished since the onslaught of social media and or remained the same?

[Jeff Bowe]

Diminished, all the more reason to keep doing them..less clutter!

[Linda S Fitzgerald]

Jeff,

It will diminish for those of us who "hate" it because it's not our style. It certainly has it's place in the grand scheme of business-building strategies; but many will find Social Media more fitting to their personality and networking style.

[Linda S Fitzgerald]

Well if it's not obsolete - it's certainly lower on the priority list for many. Personally, I never liked it and stayed away from doing it as much as possible.

As for "strategic relationships", while I like the sound of the phrase, I think it's more about building into one's networking "strategies" a place for developing strong bonded personal relationships that lead to a steady stream of referrals. While "cold calling" can get us to the point where we have those kind of relationships with others - it's much easier to gain them through the referrals of folks we already know, who know & trust us.

The great thing about Social Media is that the environment is one of permission. Permission to connect, and build relationship. And the platforms, such as Twitter, ning, Smaller Indiana (a ning platform) and THE CONNECTION STATION (our AWI online community), make it so simple and easy. I find that folks who frequent these platforms are there to build relationships - for whatever reason. Thus there's the feeling of "come on in - the water's fine" about them.

So Brownwyn, to answer your question - yes I think eventually it may replace much of the "cold-calling" strategies that folks have employed in the past. There are those folks who thrive on it and they'll continue to do it until they learn that signing on at Twitter & downloading Tweetdeck (or one of the other 3rd party apps) is a much easier application of the old "cold-call" technique. And most folks will return your "tweet"; thus not leaving you hanging on the vine alone!

Thanks for your wise perceptions and for this post! Have an awesome day!

Linda S. Fitzgerald, CVO (Chief Visionary Officer
A Women's Place Network, Inc.
Affiliated Women Intltm
The Connection Station
http://affiliatedwomen.ning.com/
"Together, We Create A Virtual Touch Felt 'Round the World!"