Don't do it!

Because:

• It gives poor returns for your effort.
• It is demoralising.
• You are probably cold-calling because you only have a Sales Pipeline Process (i.e. a getting orders process. You must have that or you wouldn't be in business!)
• What you need to develop is a precursor: The Market Development Process.

Do "warm calling" instead

By "Warm calling" we mean only call where there is already some "warm" connection established, perhaps:

• The call is based on a referral: "Xxx suggested I contact you..."
• The call recipient has already been warmed up by your previous marketing communications: "Have you received our xxx...?"
• The call is based on an observation about the recipient: "I notice that you have just...."

Think "touches" and "relationships"

The response to a call is much more likely to be positive if there is already a relationship in the recipients mind. Generally it is reckoned that it takes 6-9 "touches" over a period to establish this. This is the object of Marketing Communications (MARCOMS in the books) in the Market Development Process.

If you do this properly, then the operational sales calls are so much easier.

You are not alone:-

• Nearly all the Small hi-tech SMEs we meet are doing no Marketing Communications
• ...and therefore find their sales calls really difficult.

Developing a market takes time...

...and it has a process, just like product development!

You will need to make the "touches" by a marketing communications programme over a period of 6-18 months. So you had better start at the same time as you start your product development!

Read more

Read about our Marketing Process and how it splits into:-

• The Market Development Process
• The Sales Pipeline Process

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