We are back at the cold calling debate again!
Unsolicited direct advertising has become a total waste of time and has a success rate of less than 1.8% according to market analysts. Just consider your own view. Do you open and read all the pamphlets and junk mail in your post box? Do you read all the junk e-mails you receive? We even change channels when TV ads are aired.
Even the insurance and time share industries have realised that this is not working and have changed their tactics. Cold calling does have a place in your marketing portfolio, but it has to be planned well and executed with care. Gone are the days of sending out 1000 pamphlets and hoping for the best. A shotgun approach is unlikely to work. You may also be marketing to the wrong audience, which is a waste of money.
A better approach may be to identify your target market, find out who the decision makers are and then make plans to meet them directly. Do you have any clients that can introduce you or put in a good word? Get past the gatekeeper. The receptionist or the boss's secretary are important people that can open doors for you.
There are various ways of selling directly and I am sure The Forum members will come up with a great number of techniques. One thing to remember; why should the customer buy from you? Don't be a "me too" business, but differentiate yourself on Price, Quality or Service.
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