Cold Calling Isn't the Only Way to Get Prospects

Not many sellers will tell you they like cold calling - but most will say they do it anyway, because it produces leads. True, but according to sales trainer Kendra Lee, "Cold calling can be one of the most inefficient ways to find leads. Unless you have a list of specific contacts you want to reach, it simply isn't your best technique to fill your funnel."

"I'm a passionate believer in alternate ways of prospecting, especially when you've got a big region you're attempting to cover and you're strapped with a large number to sell," continues Lee. "Instead, you need a plan that'll bring leads in the door in a manner that's comfortable for you."

It's time to change your prospecting strategy. Here are some ideas for you.

Start an email campaign. Afraid of the spam laws? Keep your list small and personalize your emails to participants' needs so it feels as if you sat down to write them an individual message. Send a series of 3-4 emails three days apart to encourage a response.

Know your target market. You need to know where to look for your hottest opportunities. Keep your micro-segments small, 20-125 contacts at a time, so you can be more personal in your communications.

Hold an on-line event. Sound time consuming and expensive? You can run one practically for free so don't let the price stop you. If content or participation is your concern, remember that you're the expert. Make your topic relevant to your target market's top issues and they'll want to hear what you have to say. Share recommendations based on work you've done with other clients. Offer something at the end that'll separate hot prospects from warm leads.

Use social media, press releases and / or articles to get noticed. They'll keep you in front of your target market where they get to know you as an expert. You'll begin to create a relationship even before they require your assistance.

Create a mini-campaign by linking email, events, social media, and articles together to keep you in constant touch with your micro-segments. As a seller you don't have time to run a complicated 6-month campaign, but you can run a simple one over 6 weeks that generates new leads all along the way.

"Some people love cold calling. But if you aren't one of those people, relax, breathe a deep sigh of relief and change your prospecting strategy," says Lee.

"Not only will you build your funnel, you'll also create awareness for yourself and your company through consistent exposure. When your target prospects have a need, they'll remember you and reach out. And isn't that so much more inviting that interrupting their day with a cold call?"

Kendra Lee is a Prospect Attraction Expert, author of the award-winning book "Selling Against the Goal" and president of KLA Group. Specializing in the IT industry, KLA Group works with companies to break in and exceed revenue objectives in the Small and Midmarket Business segment. Visit www.klagroup.com