How to seriously improve the effectiveness of Cold Calling: Suspect profiling

The problem with cold calling is that we can only define if a cold call was effective after we made the call. Due to this the cost of inefficiency has been made before we can decide if we should make the call or not. Let me explain that a it bit further. If you sell coffee machines to small and medium companies, then the Chamber of Commerce / Handelskammer can provide you with a database of small and medium companies. However they cannot tell you what coffee machine these companies have and when their coffee contract will end. Should you know of each company when their contract ends then you will know which company to call first. But to get this information we think we have to call these potentials and ask them. In the 20th century this made sense since there were no alternatives to gathering this information, but in the current information age there are more options like website crawling, webcrawling and connecting other datasources.

 

 

Website crawling

When you have  a list of website URL’s you can do an automated search if a specific word is used on the website of the client. It can be valuable to know if that word is used. It can also be valuable to know that a word is not used. To do this you need to know what words to look for.  We have learned that this is different for every company. For example:

  1. If you offer Information Security services you might want to know of each potentials which of the following words is used on the website: privacy, corporate governance, cloud.
  2. If you offer a simulation tool that can optimize flow in a paper factory you might want to know if their site mentions anything about an investment made due to which the factory has changed.
  3. If you offer a virtual reality solution for engineering you might want to know which engineering companies mention projects involving the engineering of factories or chemistry plants on their website.
  4. If you offer nearshoring capacity for Software/APP development assignments in a Microsoft environment then you might want to know of each potential if they use on their website words like: .NET, Dynamics, AX, JAVA, Linux, IOS, Delphi, C#. It could be mentioned in for example a job opening on their website.

Keep in mind that it requires selecting, setting up and maintaining an infrastructure as well as learning how to use it. Alternatively you can use our service.

 

Our Website crawling service

We have the knowledge and infrastructure in place to look for specific words on the website of a specific list of URL’s. We can offer you the following services

  1. determine the profile of your ideal client
  2. determine the key information which will indicate if a suspect has high potential or low potential
  3. determine which search words can be used
  4. crawl the website of a specific list of URL’s for specific words
  5. parameterization of the profile to determine what the optimal setting is of a combination of words/parameters for finding new clients

 

Connecting other Datasources

When you know what information you need for the profiling you can look for datasources that could contains this data. Since the profile is different for each group of potentials and company the best datasource can be different in each scenario. We can help you find the right datasources in the Netherlands. Just give us a call.

 

Suspect profiling by Webcrawling

It could make sense to look on the internet if a potential client is mentioned on other sites to find more information about them. We offer a service where we can crawl the web and look for a specific list of client names and download the article.

 

If you want to know more about crawling the web and looking for a list of URL’s that contain a specific word or set of words, take a look at http://www.business-developer.biz/sales-in-the-netherlands/webcrawling/

 

Suspect Profiling From a Dynamic point of view

Lets start with the static point of view. When all potentials have been contacted, profiled and rated there are three main groups left. The SKIP group. This is the group of potentials that is not interested of that isn’t the kind of potential you are looking for. For example because your product doesn’t exactly meet the requirements of this group. The second group is the LOST group. This group very recently bought/implemented a solution of a competitor and will not be in the market for a long time. The last group is the group of remaining potentials that doesn’t have a solution yet and will be in the market at some point. For this group it is important to know when that “at some point” is. Typically something has to change due to which the potential switches from a postponing status to an active potential. That change trigger is what we mean by the Dynamic point of view.

When the profile of you potentials, including the details, is gathered via webscraping, and available in your CRM system, than we can rescrape the information to check if something has changed. That change could be your “at some point” trigger. Each change could be a lead for your sales team to contact that specific prospect. This way you have created an automated lead generation system. We can help you with the integration of this. Just give us a call or drop us an email.

Interested in our services? Share your thought and we will try to help.


Call us - Call us on skype
Share your knowledge

Leave a Comment