Customer communication may seem relatively simple, but most B2B sellers find themselves in the debate of choosing the right communication channel.
Whether you are a hard-core steel tycoon or a SaaS start-up, the choice between cold calling and text messaging plays an instrumental role in the success of your message. Before we begin our discussion, let us tell you there is no one-size-fits-all method. When choosing a communication channel for your consumers, you must analyze your audience, business goals, and many other factors.
As digital communication has taken center stage, B2B sellers are navigating the delicate balance between cold calling and written messages. Let us examine both of these communication channels.
A Case for Cold Calling
Cold calling is a popular technique to reach out to potential target audiences. It is a direct and proactive approach possessing unique strengths in a modern B2B environment. While hailed as a traditional approach, it is still effective because it offers a human touch and establishes a personal rapport that text messages struggle to match. Additionally, consumers provide prompt feedback on the call allowing sellers to address concerns, fostering trust and hasten decision-making.
Research says that 55% of high-growing companies use cold calling as one of their primary sales strategies. And 17% of B2B marketers use cold calling as their new customer acquisition channel.
The key aspects of cold calling are:
- Personalized Interaction – As stated, cold calling allows sellers to establish one-on-one conversations. It facilitates brands to pull out a personal connection with the prospects.
- Immediate Response – Cold calling provides sellers with an opportunity to grab immediate feedback. With such feedback, sellers can address the concerns within no time.
- Real-time Qualification – As sellers enjoy direct communication with the customers, they can quickly assess their interests, needs, and pain points.
While cold calling is effective for most B2B brands, here are the pitfalls of this method:
- Rejection – Cold calls are often rejected upfront, and such behavior from prospects can discourage salespeople. More calls to the same prospect may turn into hostility who may perceive the calls as intrusive.
- Time-consuming – Salespeople have to spend a lot of time identifying and reaching out to many prospects individually.
The use cases
- Cold calling is effective when you are targeting high-value prospects who require personalized attention and customized solutions.
- The communication channel works well when you are selling complex products that demand detailed explanations.
- It can be useful for following up on warm leads you generated through other marketing channels.
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A Case for Text Messaging
In a world where everyone is so occupied completing their daily chores, texting comes out as an effective communication channel for B2B brands. Text messaging is sent faster, and saves time for both the sellers and the prospects. The message reaches immediately and the prospects enjoy the liberty to respond at their convenience. While texting has passive engagement, it shows higher open rates. They may not bring an immediate response, but recipients glance at the message upon receipt.
B2B text messaging has increased by 197% in the past few years and 61% of people say they would recommend when businesses contact them via text while at work.
Benefits of texting:
- High-open rates – Research has proven that text messages have high open rates. This way your message reaches the intended target audience without being intrusive.
- Instant delivery – Texts are delivered you send from your end. If prospects are interested, they will respond to them quickly.
- Direct and concise – Text messages are crisp and clear due to the word character limit and thus, they increase the likelihood of engagement.
Challenges of texting
- The character limit in text messages restricts the amount of information conveyed and thus, makes it challenging to provide detailed explanations.
- Overuse of text messages can make your audience send your name to spam. It may end up damaging your brand’s reputation.
The use cases
- A text message is ideal for any time-sensitive offers. You must send texts to consumers when you are running seasonal discounts or sales.
- Text messages are also ideal for sending automated appointment reminders and ensuring that recipients stay engaged and informed.
Finding the Right Balance
To choose the right communication channel, sellers must create a deep understanding of their prospects. The hyper-personalized business landscape demands a tailored communication strategy that suits the preferences and lifestyles of your consumers and target audience. It is time to pull out a nuanced strategy that integrates calling and texting both.
Empower your customer outreach with the help of modern technology. Various CRM tools and analytics will help you identify the most effective communication channel for different scenarios.
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