There are two different types of prospecting, and which you choose depends on how hungry you are.
When hunting, you eat what you kill. Hunter prospecting methods involve doing things that get you business immediately. The downside is, you’ll soon be hungry again and need to spend time hunting down new clients. As any jungle predator can tell you, your success rate will vary and there are times you may go hungry for a spell.
As some point in our pre-history, early Man figured out that planting crops to grow food was less dangerous than taking forays into the forest. Plus, having food around when you’re hungry is a nice perk. But farming takes time—crops don’t just spring up overnight.
In my latest SitePoint blog post, I finally reveal what stapling bacon to your face has to do with cold-calling, and I explain how to overcome the single biggest obstacle you’ll face when it comes to actually doing it.
Several years ago, the company I worked for held its international sales meeting, and reps from all over the globe came to our corporate headquarters in Los Angeles. I was asked to stand up in front of the group and make a presentation. Two of the reps from Australia approached afterwards to tell me they thought I’d done a good job. One of them expressed his fear of public speaking with this statement…
In my last SitePoint article, I promised to show you if and how cold-calling can generate new clients. In this article, I’ll tell you why it works so well and reveal a deep, dark secret behind it (hint: it stinks).
In my last post, I promised to show you if and how cold-calling can generate new clients. As I mentioned in that post, the company I work for uses cold-calling and cold-canvassing as its primary means of getting business. That doesn’t mean we ignore other marketing methods. It’s just that we don’t just sit around waiting for people to respond to our mailers. We have a sales force on the street and a telemarketing team on the phones actively looking for new business.
I’m conducting some intensive training for the lead generators I manage and oversee, based on curriculum from appointment setting expert Scott Channell. I’ve broken the training into four distinct phases. Although this is specifically geared towards cold-calling, the steps in this process apply to any type of marketing you do.
The first step in the process is What to Say when you have a decision-maker’s attention. Whether that’s over the phone or on your web site, you’re going to have to plan in advance what you’re going to say. If you don’t have something very compelling to tell them, you will lose them. Without the right message, even the person who has a need for your product or service will tell you ‘no.’
I’d like to think I’m a good boss, but I’m certain that at least a few of the people working for me hate me this week.
That’s because I’ve been subjecting them to some extensive training on setting sales appointments. The first step was to develop an effective script. Everyone worked hard coming up with a good one, and today we completed our final drafts. I gave everyone until Monday to make any last-minute tweaks and to practice, practice, practice before launch day.
But a few of the more rebellious ones decided to start using the new script right away. In the first hour after today’s meeting, 3 people set appointments with their new script; and one person used a portion of his to overcome an objection and book an appointment. Way to go, team!
Over the next few weeks, I’ll be sharing some of our techniques and strategies, successes and failures. Regardless of how you’re marketing, I think you’ll read something to help in your endeavors.
In my last post, I talked about how raising prices can actually bring you in more business, reduce your workload and make you more profitable. The reason is simple: raising prices drives away the cheapskate customers. And what’s left are the ones who spend the most.
Another way to accomplish this is to deliberately target customers who spend the most. The idea here is to clone your best customers.
Over the years, I’ve participated in a number of online forums, where business owners gather to discuss various issues that affect them. On one such forum, someone who had just started a carpet cleaning business posted this question: “What’s the best way to get new business?” The answers that followed were typical, if not predictable:
- The web designer said, “Get a website.”
- The direct mail guy said, “Send out some postcards.”
- The newspaper guy said, “Take out a classified ad.”
- The promotional items guy said, “Get some pens and fridge magnets made.”
- The yellow pages guy said, “Take out an ad in the Yellow Pages.”
And on it went…
Instead of searching for the one “magic bullet,” think of your advertising mix as a “team.” By adding members to the team, you can accomplish more than just one member could by himself. This is the best way to improve the response you get from your marketing.
In all fairness to his expertise, the author did outline an effective alternative to cold calling:
In case you didn’t get the memo, it appears that cold calling is offically “dead” – at least according to one expert. In an article entitled No, You Don’t Have to Cold Call – Ever, sales consultant Paul McCord had this to say about cold calling:
In my opinion, there is hardly a more worthless use of time and energy than cold calling.
Cold calling is time consuming for the salesperson and it immediately signifies to the recipient of the call that the person making the call isn’t an expert in their field because most prospects assume that true experts aren’t sitting at a desk pounding the phone.
He goes on to suggest that, while cold calling may generate some business, it’s not the most effective way to find prospects.
There’s just one problem with his statement: My department generated nearly half-million dollars in revenue last year… strictly by cold calling.
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Thanks for visiting. I’m a Marketing Evangelist, Blogger and Sales Trainer.
I get excited about geek stuff. But I’m also passionate about helping people and companies reach their fullest potential and becoming wildly successful.
That’s why I love helping businesses figure out how to market (especially web marketing) and why I train sales people to be the best they can be at what they do.