One of the oldest and most tried CRM strategies that marketers have up their sleeves is Cold Calling. Cold calling can be an effective strategy when implemented correctly and in the right context. However, its effectiveness can vary depending on factors such as the industry, target audience, product/service offering, and the skills and approach of the salesperson.

Key Considerations for Cold Calling Strategy

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Targeted Prospecting

Cold calling is most effective when the sales team has thoroughly researched and identified a target audience that is likely to have an interest in the product or service being offered.

Quality of Sales Pitch

The salesperson's ability to deliver a compelling and engaging sales pitch is crucial. It is important to clearly communicate the value proposition, address potential pain points, and highlight how the product or service can solve the prospect's problems or meet their needs.

Personalization and Relevance

Cold calling is more effective when the salesperson can demonstrate knowledge and understanding of the prospect's business or industry. By personalizing the conversation and showing that the offering is relevant to the prospect's specific situation, the chances of capturing their interest and attention are higher.

Practical Example

Fantastic Spreads, a food company that makes ketchup, mayonnaise, and different varieties of condiments and sauces. We are looking to expand our market presence in the UAE and we need an effective way to find new customers.

Our first step would be to understand what food items best complement the product we offer since condiments and ketchup etc. are usually consumed with some other food. Let’s assume our portfolio of product compliment:

1. Burgers
2. Pizza
3. Sandwiches
4. Steak
5. Fish
6. Fries
7. Shawarma

Market Overview

Sizing the market start by looking at all restaurants/cafes of over 26,000 restaurants in the UAE and dozens of attributes for each restaurant that can help streamline the funnel for a cold caller.

Full overview on the UAE market

Target search

For our use case, we would be interested in restaurants that come up when someone looks up burger restaurants on Google Maps. In our dataset, we have a ‘KEYWORDS_USED_IN_SEARCH’ attribute that can be used for this.

We see the following data output.

Now suppose, you want to filter out only those establishments with high footfall or traffic - this can be easily achieved by using the ‘TRAFFIC_LABEL’ attribute in our restaurant's dataset.

We can filter for restaurants that have above-average or high traffic to make sure our results are more focused.

Prospect targeted list

There we have it! A curated list of contacts for your CRM team to get in touch with - which can be done either through a cold call or through an in-person visit. This help gives you both the phone number and the address of the establishment. We also have the functionality of integrating with your existing CRM tool to ensure a smoother overall workflow, minimizing manual effort!

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