No no no, I am not switching from the second oldest profession to the oldest, but rather speaking about how to make small efforts pay off big. A Red Light Call is simply a call you can make while stopped at a red light driving between appointments or wherever. While it can be thought of being in the same group as Coma Calls, they are different. Red Light Calls can be used in a number of ways to help with a few specific scenarios.
First is to get closer to engaging with potential buyers. Depending on who you read, it could take anywhere from 8 to 12 or more touch points to just connect or engage with a potential prospect. A recent article I read from a credible source, suggested that her recent findings show an average of 8.4 tough points are required in B2B sales. The assumption is that you are ready for the call, know the talk track, salient points you want to hit, and it is just down to getting that other person “on the line”. These touch points can be a combination of e-mail, telephone/voice mail, text messages, snail mail, whatever you can think of, they should vary in the time carried out.
In the majority of instances, I am just looking to set an appointment with the person I am call, understanding that it is unrealistic to complete a quality call on an initial cold call, but it is more than doable to set an appointment where they commit to set aside time to at least listen to you, this can be either face to face or phone. I don’t need to be at my desk to make this appointment call, in fact if I wait for that, it may be hard to vary the times of the call. So one place to be efficient in the use of time and improve you odds is to call when stuck at a red light.
PSA: please take advantage of hands free technology to dial the number, don’t want you to get a ticket or worse.
You’re less inclined to talk, and therefore will be more inclined to focus on getting the appointment and selling from a position of strength. Even if you don’t connect with the party, you can still leave a voice mail, and complete another touch point; but if you connect….
The other great Red Light Call, are those elusive prospects who you just can’t seem to get a hold off in the office, or prospects who have gone “radio silent” in the middle of a sale. There is a certain quality to random calls, not to mention the ability to be productive during “windshield time”.
There is also the benefit of not being trapped to routine. While I am a big fan of structure and planning, there is also a risk of being trapped by it. We get used to a set of behaviours that become habit, and habits can be good or limiting. Including an element of random activities, allows you to make the most of structure, but at the same time do things the schedule does not always allow for. While you can make the most of calling time in the office to focus on your primary targets, Red Light Calls, allow you to go for third tier or other long shots. There goes the light, good bye.