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The numbers don’t lie, and when it comes to cold calling, it’s heartbreaking. Some customers like it, but most say if they don’t have it again, they won’t. In percent, cold calling converts 2 percent, and only 28 percent of cold calls result in a conversation. So how can you do it smarter without being overpowered?
Enter social media and Instagram. In today’s market, building relationships at scale is key. Can you provide more information and work at a higher quality? The answer is yes, and what Instagram offers should not put you off.
So, how can you use Instagram to build relationships at scale and lead your marketing?
1. Find the links before the first message
When it comes to cold calling, wouldn’t it be nice if you had a short paragraph or bullet for the person you’re calling? Makes it sound less like a “call and pray” type of story, right?
The downside of cold calling is that you don’t have that luxury. They don’t know when you’re about to call them, you don’t know about them.
So, why does Instagram improve that aspect of relationship building? Because thanks to the way the program was created, you can see the life of the people. Before you send them a message, you can review their comments and you can use a feature to break the ice at the first point of contact.
What is the difference between sending and receiving a message if you can do it?
Example: Let’s say someone advertises that he just ordered his Tesla, and you’ve been the owner for a few years. Can’t you say this to open your conversation before you talk business?
Some say it’s the “like, know, trust” issue, but it’s more business-friendly.
2. Focus on how you start the conversation
Now that you’ve had time to learn more about the person so that you can create a warmer opening, you may be thinking, “What should I say in my first message?”
The first step to this is to give them something useful. It can be something nostalgic, a word of advice or a sign, something related to the person or a post they wrote, or all of the above references along with a past example. .
In every first message, the last part ends with an open question and starts with what, why or how.
If you can’t think of an open-ended question, it’s better to ask something instead of ending on a comment.
Here is an example sentence:
They’re talking about something about the Dallas Cowboys, so you say:
“This makes me so excited for football season this year. There’s nothing like cold weather, tailgating, football teams, and watching the game with friends and family! How do you think the Cowboy this year?”
They answered:
“Yes, for sure! I have been a fan since I was born. My dad raised me right, lol! I think they had a good year, but regardless, I’m really excited to go to my first game in person this year.
You answer:
“I’m excited and hopefully I’ll make it to a game this year. It’s my first game as well. I had experience in the stadium as a high school football fan. You’ve been to other events there. ?”
Your task now is to move to Step 3 of creating links on Instagram.
3. Move the meeting
Knowing what your “question” is is critical to turning a business around. A simple trick here is to act out what you say to someone on the phone and write it down as you speak. Then write that message in a DM (direct message).
It’s not always good to read it out loud, so take the time to nurture your writing.
Here is an example of a conversation that is ready for the client to “move the meeting” and the action taken.
The scale
Building relationships at scale means having high-quality content that converts more because of one important thing: your ability to connect with them on a personal level before talking business.
Back to the numbers for a second. Remember that cold calling converts 2 percent, and only 28 percent of calls result in a conversation.
So, what would turn 1 percent into 2 percent more for your business? If you could make 100 connections a day through Instagram and a personal approach, would you?
Michelle Berman Mikel is an Instagram Content Development coach, speaker, Owner of Berman Media PD and Creator of the Instagram Power Method Program. You can connect with him on Instagram and LinkedIn.
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