As a salesperson, there is nothing I despise more than the dreaded “Cold Call”. Although this approach is still widely used as a kind of “spray and pray” sales tactic, it has become less and less effective as technology, most importantly the internet, has progressed.
The traditional cold approach has been gradually replaced by a more strategic and relationship-focused method: leveraging marketing as the cornerstone of the sales funnel. This transformation reflects a deeper understanding of consumer behavior and preferences, emphasising the importance of providing value and building relationships at every stage of the customer journey.
What is the traditional sales funnel?
The traditional sales funnel followed a linear path, starting with creating awareness and ending with a purchase decision. The cold approach, which involved reaching out to prospects without prior interaction, was often the entry point into this funnel. However, this method was often met with resistance and low conversion rates. How often do you get spam calls that just annoy you and sometimes make you less likely to engage with that company? I rest my case.
The Evolution of Marketing.
Marketing has evolved significantly, moving from a purely promotional role to a more analytical, research-based, and customer-centric function. Digital marketing channels, such as social media, content marketing, and email campaigns, have become instrumental in reaching and engaging with prospects, and are quickly surpassing cold calling “door-knocking” as the primary stage of the sales funnel.
Is marketing the new cold approach?
Unlike the impersonal nature of cold outreach, marketing allows businesses to attract and engage with prospects in a more meaningful way. Content marketing, in particular, has emerged as a powerful tool for building trust and credibility with potential customers. Although most people will claim to make decisions based on data and information, and this may be true in some instances such as B2B sales, humans are innately emotional creatures, and as a result, we respond to things that trigger certain emotions. Because of this, we will find that the modern consumer, customer, or client will likely engage with a business that triggers an emotional response through my personal favourite sales method – storytelling!
How do we navigate the modern sales funnel?
The modern sales funnel is dynamic and multidimensional, with various touchpoints and interactions shaping the customer’s journey. Marketing plays a pivotal role in guiding prospects through the funnel, from initial awareness to their first contact with a salesperson, and will often play a vital role in post-sale service. An often overlooked responsibility of marketing is to educate the client about your product or service. This means that by the time they have touched base with a salesperson, they’re already “teed-up” or “hot”.
Marketing-driven sales funnels tend to be more cost-effective and efficient than traditional cold approaches. By focusing on providing value and addressing customer needs, businesses can cultivate long-term relationships and drive repeat business. Another vital role that marketing will play is ensuring positive client interactions which stimulate customer advocacy. I touched on this in a previous article: Why are Customer/Client Experience Audits So Important for Your Business?
How do we adapt to the new sales funnel?
Successful navigation of the modern sales funnel requires a strategic approach to marketing, informed by data and customer insights. Businesses must be agile and responsive, adapting their strategies to meet the evolving needs and preferences of their target audience. Building customer personas, designing stories (either through words or images), analysing demographics, and targeting ideal customers ensures that the right client approaches you as a “hot lead” rather than a number that appears on the auto-dial list of someone in a call center.
Basically, the shift from the cold approach to marketing as the entry point of the sales funnel represents a fundamental change in how businesses approach customer acquisition and retention. This is primarily driven by the fact that our customers are far more informed than they used to be. A cursory Google search will tell them everything that they need to know about your company, industry, competitors, and the experiences of other customers. If marketing doesn’t do its job properly, your sales funnel will dry up. By embracing this new paradigm and leveraging the power of marketing, businesses can create more meaningful connections with their audience and drive sustainable growth in the modern age.
This is just my opinion though. Feel free to leave a comment if you disagree or have anything to add.
