You would probably agree that 'warming up' the call would improve your chances of success. Actually, many experienced business people use very little old fashioned cold calling. The idea of a 'warm call' is that you've had some previous contact with your prospect. Prospecting is a communication skill which can be learned and improved upon. The idea when introductory calling is to contact a qualified prospect and entice them with your message. Here are some suggestions on 'warming up' your approach. As usual, not all ideas will fit all businesses, but you are likely to find something here that will help, when you apply it.
Target the right audience. In your business plan you clearly identified your target market and target client. When you are fishing in the right waters you are much more likely to encounter some one who will be warm to your idea, even if you have not as yet built a relationship.
Send a letter of introduction. A well crafted letter as a precursor to a phone call or visit can be an effective method of introducing yourself. There is no guarantee that they will read the letter, but it sometimes help. Using this method in an organized way will increase your success rate. Plan to send only the amount of letters that you can be sure to follow up on in a short time. Set aside the time for the follow up contact and stick to it.
Network! Be where your customers or influencers are. When you work an organized plan for networking strategically, with specific goals, you are sure to meet either potential clients or those who can recommend you to them.
Referrals. When you make the initial contact, a little name dropping can go a long way. Of course, always make sure you have permission to use a person's name. When you can honestly say something like"...John Smith suggested that I give you a call..." it will carry much more weight. Make a conscious effort to constantly add to your referral sources. Ask for referrals (and testimonials) after each time you complete work (assuming that the customer will be happy with your work!).
Prepare; use an outline.
Thursday, August 26, 2010
Thursday, August 19, 2010
Does "Cold Calling" Make Your "Freeze"?
A personal acquaintance of mine is a tradesman, who does primarily renovations and repair, with a chief focus on painting and commercial wallpaper installation. He had been commuting to the GTA, working mainly as a self-employed sub-contractor for a property management company. For many of the same reasons you have chosen self-employment, including dissatisfaction with company politics, and the frustration of the commute, he decided to seek work in the Barrie area. As a family man with a wife and three young children, and a mortgage, he simply cannot afford to be without work. So, with powerful motivation, what did he do? He got out the local phone book, and called all of the property management companies and painting contractors. Living the life of the independent entrepreneur, each week he has work, usually with someone different each time.
Can you see how this helps you? You have a real advantage: you have a plan, so work your plan. Take your list of prospects and make the calls! My friend did it most of his initial calls in ONE DAY. How badly do you want your business to be successful? If you have been avoiding this, making excuses, "freezing" at the idea of "cold calling", think about potential results. If you keep dwelling on your discomfort with it, focus elsewhere. Think about what you want out of your new enterprise. Picture yourself actually doing work for each person you call. Picture yourself buying groceries for your family.
One of the things that prevent people from making the calls is their aversion to telemarketers, and they don't want to sound like that. GREAT NEWS! You DON'T have to be like one of those annoying people! I've told some of you if I ever use the word "Script" you can throw something at me! However, you do need to give some thought to what you want to say. This friend of mine simply said something like "Hi, my name is Jim Nasium and I've been doing painting for a property management company in the GTA. I'd like to avoid the commute so I'm seeking opportunities here in the Barrie area. What have you got coming up where you might need an experienced painter?" As stated above, this simple approach has led to sustainable results.
Think about what you want to say in advanced. Wherever possible, personalize your approach. Write down some ideas (an outline, not the "S" word). Use the outline to organize your thoughts. Don't read it over the phone. Include a greeting and an introduction, quickly establish common ground, the benefits of your product or service, and a transition to a question or dialogue. For example, "Good afternoon, Mr. Businessman. This is Sally Spiffy from Sally's Cleaning Service. I read in the Barrie Examiner that you plan on a major renovation at your facility. We specialize in the commercial cleaning services that allow you to reduce in-house maintenance costs and comply with the city's new environmental regulations. I'd like to ask a few questions to determine whether one of our programs might meet your needs." Remember the goal is NOT to sell but simply to create an opportunity for an in-person business discussion.
Recognize that probably most people will say no, at least on the initial call. Each "No" brings you closer to the next "Yes". Keep working your list. I know this is not easy for most but it works! You may even come to enjoy it. Turn up the heat on your cold calling efforts and you will begin to melt the ice. What once was an insurmountable glacier can become a helpful exercise.
Can you see how this helps you? You have a real advantage: you have a plan, so work your plan. Take your list of prospects and make the calls! My friend did it most of his initial calls in ONE DAY. How badly do you want your business to be successful? If you have been avoiding this, making excuses, "freezing" at the idea of "cold calling", think about potential results. If you keep dwelling on your discomfort with it, focus elsewhere. Think about what you want out of your new enterprise. Picture yourself actually doing work for each person you call. Picture yourself buying groceries for your family.
One of the things that prevent people from making the calls is their aversion to telemarketers, and they don't want to sound like that. GREAT NEWS! You DON'T have to be like one of those annoying people! I've told some of you if I ever use the word "Script" you can throw something at me! However, you do need to give some thought to what you want to say. This friend of mine simply said something like "Hi, my name is Jim Nasium and I've been doing painting for a property management company in the GTA. I'd like to avoid the commute so I'm seeking opportunities here in the Barrie area. What have you got coming up where you might need an experienced painter?" As stated above, this simple approach has led to sustainable results.
Think about what you want to say in advanced. Wherever possible, personalize your approach. Write down some ideas (an outline, not the "S" word). Use the outline to organize your thoughts. Don't read it over the phone. Include a greeting and an introduction, quickly establish common ground, the benefits of your product or service, and a transition to a question or dialogue. For example, "Good afternoon, Mr. Businessman. This is Sally Spiffy from Sally's Cleaning Service. I read in the Barrie Examiner that you plan on a major renovation at your facility. We specialize in the commercial cleaning services that allow you to reduce in-house maintenance costs and comply with the city's new environmental regulations. I'd like to ask a few questions to determine whether one of our programs might meet your needs." Remember the goal is NOT to sell but simply to create an opportunity for an in-person business discussion.
Recognize that probably most people will say no, at least on the initial call. Each "No" brings you closer to the next "Yes". Keep working your list. I know this is not easy for most but it works! You may even come to enjoy it. Turn up the heat on your cold calling efforts and you will begin to melt the ice. What once was an insurmountable glacier can become a helpful exercise.
Thursday, August 12, 2010
Effective Prospecting
According to Wikipedia, Prospecting is the physical search for minerals, fossils, precious metals or mineral specimens. Prospecting is an organized, large scale effort undertaken by mineral resource companies to find commercially viable ore deposits. Prospecting is physical labour, involving traversing (traditionally on foot or on horseback), panning, sifting and outcrop investigation, looking for signs of mineralization.
Business prospecting is a lot like that. It also involves a search for something precious - customers! It also involves an "organized, large scale effort". It also involves a lot of labour, 'sifting', and constantly being on the lookout for business opportunities. Although not often liked by new business owners, prospecting is an important and necessary activity. You will be able to develop a real partiality for it when you see how it leads to profitable income. Prospecting is the methods you use to find suitable candidates that have a need for your product or services. Once you have identified who your 'Jack & Diane' are, what is your plan to reach them with your message?
An "organized, large scale effort" will enable you to:
*Increase the number of pre-qualified, prioritized prospects
*Increase the effectiveness of initial contacts for new business
*Shorten the time to convert those opportunities to new business.
Here's how:
1. Set Goals. Set S.M.A.R.T. goals, such as how many prospecting visits or phone calls you will make each day or each week. Have a specific objective of how many target customers you will have an engaging meeting with, for each of the next three months. It's amazing what happens when you set goals and remain determined to reach them. "Goal setting is the single most powerful force for self motivation." - Paul J. Meyer
2. Schedule your sales activity. Produce a monthly, weekly calendar indicating time set aside for sales visits. Block off specific time EACH WEEK for your sale activity. Include prospecting visits, delivering flyers, phone calls, etc.
3. Plan for each visit. Make sure your 'sales kit' is complete. Determine what 'sales tools' you need, such as price lists, brochures, samples, portfolio of photos, business cards, promotional items, technical info sheets, order forms, etc. Research the individual prospect before your visit. Develop an impact statement for your company (your primary competitive advantage). Prepare what questions you want to ask. Prepare a brief focused overview of your company and how your product or service will benefit the individual.
4. Work your plan. Successful prospecting requires time, energy and discipline. Build it into your daily or weekly activities in order to reap the rewards that come with gaining new customers. Don't let anything interfere with your organized plan. At the same time, stay flexible, constantly monitor the effectiveness of your campaign, and make adjustments as necessary. Visit each prospect! Start with those in the 'C' categoary. When you are reasonably comfortable with how to craft your presentation (this should only take a couple of weeks), start visiting the 'B' and then the 'A' prospects. As Nike says, Just Do It!
Business prospecting is a lot like that. It also involves a search for something precious - customers! It also involves an "organized, large scale effort". It also involves a lot of labour, 'sifting', and constantly being on the lookout for business opportunities. Although not often liked by new business owners, prospecting is an important and necessary activity. You will be able to develop a real partiality for it when you see how it leads to profitable income. Prospecting is the methods you use to find suitable candidates that have a need for your product or services. Once you have identified who your 'Jack & Diane' are, what is your plan to reach them with your message?
An "organized, large scale effort" will enable you to:
*Increase the number of pre-qualified, prioritized prospects
*Increase the effectiveness of initial contacts for new business
*Shorten the time to convert those opportunities to new business.
Here's how:
1. Set Goals. Set S.M.A.R.T. goals, such as how many prospecting visits or phone calls you will make each day or each week. Have a specific objective of how many target customers you will have an engaging meeting with, for each of the next three months. It's amazing what happens when you set goals and remain determined to reach them. "Goal setting is the single most powerful force for self motivation." - Paul J. Meyer
2. Schedule your sales activity. Produce a monthly, weekly calendar indicating time set aside for sales visits. Block off specific time EACH WEEK for your sale activity. Include prospecting visits, delivering flyers, phone calls, etc.
3. Plan for each visit. Make sure your 'sales kit' is complete. Determine what 'sales tools' you need, such as price lists, brochures, samples, portfolio of photos, business cards, promotional items, technical info sheets, order forms, etc. Research the individual prospect before your visit. Develop an impact statement for your company (your primary competitive advantage). Prepare what questions you want to ask. Prepare a brief focused overview of your company and how your product or service will benefit the individual.
4. Work your plan. Successful prospecting requires time, energy and discipline. Build it into your daily or weekly activities in order to reap the rewards that come with gaining new customers. Don't let anything interfere with your organized plan. At the same time, stay flexible, constantly monitor the effectiveness of your campaign, and make adjustments as necessary. Visit each prospect! Start with those in the 'C' categoary. When you are reasonably comfortable with how to craft your presentation (this should only take a couple of weeks), start visiting the 'B' and then the 'A' prospects. As Nike says, Just Do It!
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