What is it? Hot calls, unlike cold calls, are not aimed at collecting information about the company, reaching the decision-maker, or sending a commercial offer. The goal is to sell a product or service. That is, the client is already ready to make a purchase, all that remains is to push him a little to this step.
How to use? As in any telephone sales, you need, firstly, to correctly identify the target audience, secondly, to develop and write a good script, thirdly, to train employees to work with the script. Add techniques, knowledge of buyer psychology, and you can sell.
The article explains:
Target audience vk data package and "temperature" of phone calls
When is it appropriate to use hot calls?
The nuances of using hot calls
SPIN Technique in Hot Calls
9 Tips for Making Hot Calls
How to Properly Write Scripts for Hot Calls
Hot Call Script Analysis
5 Secrets to Successful Hot Calling
Tools to improve the effectiveness of hot calls
Hot Calling FAQ
5 Scenarios for Using Neural Networks to Increase Website Conversion by 40%
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Target audience and "temperature" of phone calls
Telephone sales are a long-established method of distributing goods and services. Modern telemarketing can provide amazing results. Knowing your target audience is of paramount importance in this area. To determine your target audience, you need to clearly formulate the goal of your telephone marketing campaign.
Phone calls
The goal may be:
growth in sales volume;
expansion of the client base;
attracting potential buyers.
After setting the goal, we select the audience for making phone calls. We will divide potential clients into target groups based on their readiness to make a purchase and their level of knowledge about the product and the company. Let's take it as a rule: people whose contact information is in the client database will be defined as leads. There are the following types:
"Cold" - potential customers who have no experience with the product, are not familiar with the brand. They do not currently feel the need for what you offer.
“Warm” – this group of customers is already aware of the product and company through advertising or third-party sources of information, but has not yet made a purchase.
"Hot" - previous buyers/consumers who contacted you themselves. Representatives of these leads are set to purchase the product, their goal is a deal.
Let's compare our goals and audience to determine the appropriate type of telemarketing:
Cold calling Warm calls Hot calls
Target Expanding the customer base Attracting potential buyers, sales Sale
Lead Cold Warm Hot
This shows that only hot calls are aimed at sales. But only 20% of companies use them, compared to 50% working with "cold" clients and 30% with "warm" ones. Do not repeat the mistake of many who do not notice this good way to increase sales. Let's conduct a more detailed analysis of hot calls.