coldcallingOver the past three weeks, I’ve received four phone calls and one email from a marketing automation company wanting to get me on the phone to discus their services. It wouldn’t be fair to mention their name, I don’t want to bash them or their service.

But I do want to comment on their cold calling.

The first call I received, with an email follow-up, asked for 15 minutes of my time to discuss how their service is saving time for other marketers, while making them much more efficient in their jobs.

That’s it

I don’t know about you, but that doesn’t compel me to talk to anyone. Saving time and being more efficient sounds good, but it’s vague. Both are means to another end — an end that isn’t mentioned. In other words, what benefit do I realize from saving time and being more efficient?

The second contact, cold call only, said they would like to talk to me about how their service can increase my company’s quantity and quality of leads. That’s it. There’s no more than that to their message — I’m to call back at my earliest convenience.

The third and fourth calls I received were basically the same — they want to share with me how their customers are able to decrease their cost per lead by up t0 75%. They want to tell me how others do it and see if the same can be done for my company.

That message is getting close to being interesting, but it’s still missing the mark

The message I’d love to hear is how their marketing automation services created x number of leads, generating y number of sales, and z volume of revenue for more than one of their clients.

That message would make saving time, increasing efficiency, increasing the quality and quantity of leads, and lowering the cost per lead interesting. Assuming they have a number of clients who successfully use their services, those numbers and success stories should be readily available. And I’d be more than willing to learn how the same could be done for my company.

The difference is they are marketing their services on advantages, instead of selling the benefits people are willing to buy. They should focus on the end, not the means.

This is where cold calling gets a bad name. It’s not the call, it’s the message that’s worthless.

What say you?


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