Here’s my straight-up advice on cold-calling: if you have a way of generating enough revenue some other way, don’t do it.
Did you get what you came here for? Great! Thanks for visiting.
But, wait … you say you’re not generating enough revenue and need a way to find clients or customers immediately? Then cold-calling just might fit the bill.
In a previous article, I confessed that, despite my claim of being a web marketing geek, I did not own a smartphone. Recently, however, that changed when my company gave me a Droid HTC Incredible.
Frankly, I’ve been a bit underwhelmed by the entire smartphone experience. Maybe it’s because the person on the other end sounds like they’re standing on the deck of the Titanic as it makes its final decent into the swirling waters of the North Atlantic. Or perhaps it’s the battery life that plummets faster than RIM’s stock prices. Or maybe I’m just asking too much.
In a recent SitePoint article, I painted a hypothetical scenario about how to make a living in the web industry. I said if you need to earn $50,000 a year and your average project is $2,000, you must land a minimum of two clients a month … to which one commenter pleaded:
“Really interesting, but please help us find clients!”
That plead reflects a recent study, in which 76 percent of small businesses owners said attracting new customers is their “top concern.” And 69 percent said it’s the #1 challenge they face.
“Good afternoon, Affordable Insurance. May I help you?”
“Hello, this is Joe Schmo from Joe Schmo Consulting Firm. Is this a good time to talk?”
“With whom may I ask I am speaking?”
“I am an expert in the web design field. You might have seen some of my work: xyz.com, 123.com, and blahblahblah.com. I could design a site for your business at the lowest rate around. If you are interested, I could give you a free 1-hour consultation.”
Would you say yes?
Those of us who follow tech companies like others follow sports heard the news that Google darling and employee number 20, Marissa Mayer, exercised her free-agent option and is now playing the CEO position for Team Yahoo. Once an industry leader, Yahoo has lost its way the past decade, and many are saying that Mayer must do a Steve Jobs-like turnaround if she’s to pull Yahoo out of its death spiral.
If you’re a freelancer, independent contractor, or own a service business, sooner or later you may find it necessary to make cold calls.
The debate over whether or not cold-calling is an effective way to obtain new customers continues to be debated online. Many of those proclaiming its demise seem to have an agenda—to sell you their particular marketing program.
With no such agenda in mind, here’s my expert advice on cold-calling: it works. The company I’m employed with has thousands of B2B clients, all of whom we’ve obtained through cold-calling and cold-canvassing. For the past five years, I’ve trained hundreds of sales reps and dozens of lead generators to do both.
A few weeks ago, my wife saw a commercial for a Bowflex TreadClimber and asked me to find out how much one cost. After discovering they were a few thousand dollars more than I was willing to pay, I went looking for a basic elliptical trainer (something I’ve wanted for some time).
I did a search for “best elliptical machines” and found a number within my price range, then read some reviews and did some preliminary price investigation.
The next day, I ran an errand after work. On a whim, as I was about to leave the Lowe’s parking lot, I decided to search for a local sporting good store on my mobile phone. Finding two within a few miles, I drove to each to see what they had.
If you’re wondering why I’ve inserted the # symbol before ‘Newbie’ in the title, fear not, you’ve come to the right place. Because I write about web marketing, it’s tempting to want to appear the expert on all things web. Which is why (until recently) I’ve avoided topics like marketing your business on Twitter.
I considered waiting until I learned enough to at least appear as if I knew what I was talking about. Instead, I decided to write about it as I stumbled along. That way, someone besides me would learn from my mistakes.
Kodak invented the digital camera in 1975 but dropped it for fear it would threaten its film business. If they hadn’t have done so, they could have dominated the industry and still have a thriving business. Kodak once said, “We don’t sell film, we sell memories.” The company who made “the Kodak Moment” part of American culture forgot who they were.
I must admit, of all social media, Twitter is the one I “get” the least. Don’t believe me? Check out my whopping 59 Twitter followers. (Oops, make that 60!) So if you want talk about RTs and #hashtags, this won’t be the read for you.
On the other hand, if you’re looking for something more basic, like “How can I market my business with Twitter?” then read on!
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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.