If you are a salesperson or a b2b marketer, chances are you have already delved into searching for quality leads and setting up phone or face-to-face meetings. If you have already done any b2b appointment setting practice, chances are you did not find the task a walk in the park. A lot of prospects do not get interested in purchasing an item or a service right of the bat.
Lead generation programs are already being used by many businesses worldwide. The main purpose for these programs is to get as many qualified leads for their firms to generate a substantial increase towards their ROI.
One of the most lucrative process in a lead generation program is the act of cold calling. When we say cold calling, a representative from a company or a business firm would contact possible leads to entice them about various offers being made from the organization they represent. When the representative calls the person on their database, the possible lead would not have known that they would be contacted within that day. Doing so, there are a lot of times that cold callers would interrupt their prospects from whatever they are trying to do. This is why cold calling has had a lot negative rap.
Nevertheless, companies still go for this kind of process for their lead generation programs because they know how important it is for the growth of their firm. One such importance is that cold calling within a lead generation campaign can balance out quantity and quality. You can never go wrong with the quality of a product or a service but being able to balance it out with its quantity is simply magnificent.
How can cold calling balance quantity and quality?
Since everyone would know that quantity would always be better than quality, it is even better to sync the two together for a more successful program. The reason why cold calling can balance out the two is because each prospect being contacted is being nurtured and managed to such an extent until they become qualified leads for your business.
Before cold callers would start to even contact their prospects, they would always do research in order to make sure that each lead is qualified properly. This way, they can already qualify leads even before they make first contact. Once they start to contact their prospects they would have a much higher chance at qualifying them than calling random people and businesses.
There is a bit of a downside on trying to balance out quantity and quality as it would take more time for each call to be made. The reason is there should be an ample amount of research first before starting each call. Also, once the call has been made there are a lot of information that is needed to be shared thus call time can become lengthy. When the call handling time is being stretched more and more, fewer calls can be made each day that may result in smaller amounts of qualified leads.
The good side to this is that even though there would only be a smaller amount of calls being made each day, you can be assured that each and every person or business that the representative contacts will be a qualified lead for your company. Long-term lead generation programs usually benefit from balancing out the quantity and quality of their leads. Also, after qualification has been done the process does not stop as proper lead management and lead nurturing techniques should still be applied.
If a contact can’t be made into a qualified lead, the opportunity for getting a sales partner will be lost. To a business, losing an opportunity for earning more income can hurt the business pretty bad. In conjunction of losing the lead, the possibility for business growth will be lost as well. Therefore when cold calling for lead generation programs, it should always be necessary to qualify as many leads as possible. If need be, balancing out quality and the quantity of qualified leads would be necessary.