It’s a brand new day in Telemarketing, and for starters, take into consideration the following case, one you might be scratching your head for in the near future:
You’ve just been given a new marketing campaign for a software product and in front of you is a list of your target industry, complete with names, titles, email addresses and phone numbers. The question is: do you pick up the phone and call them first? Or shoot an email and THEN ask for an appointment?
The case may be a no-brainer for marketers who stick to one approach, either to hide behind a computer screen and disperse emails throughout the list, OR to talk with them directly and discuss get on to important things right away.
The first approach is obviously a safe route and unfortunately the more prevalent one among marketers. Sending an email first may produce less information but it also involves less risk. The preference over this method may be rooted from the following arguments:
- Emailing is more formal in terms of making an “acquaintance”.
- Calling a prospect without prior interaction may lessen the chances of building a good relationship.
- It is less (or not at all) considered as a form of intrusion or annoyance, especially for busy people.
- Emailing serves the opportunity to officially set appointments for phone calls or meetings.
The second approach, which is to do cold-calling first, is apparently more en suite only for marketers with adequate skill and confidence, so it is understandably the lesser-popular choice. Also, it obviously requires a lot more time, energy, and guts compared to shooting emails. However, supporters of this approach may claim to have better results, and the rationale may be explained by the following points:
- Phone calls are more personal.
- Phone calls can lead to more probing and can collect more information at a strike.
- Phone calls can cause prospects to open emails from people they already talked to.
While both choices do present valid arguments, the takeaways may be summarized as follows:
- Risk. If you want to take it slow and go through the list without too much hazard, then email may be the choice for you. Cold-calling is a make-break strategy where failure can be more absolute than emailing.
- Impression. If you want to prioritize the way prospects are treated and how much control you can have in making the experience pleasant, you have to go with cold-calling.
- Results. If your goal is to take as much information as you can, then cold-calling is the best choice.
- Comfort. At the end of the day, you could still stick to the old ways if that gives you consistent positive results.