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Offliners: How NOT to Pass Go and Collect $200

by Dan C. Rinnert
13 replies
Several people have provided advice here on getting past the gatekeepers to reach the person in charge.

But, what if the person in charge answers the phone? Well, here is how to completely blow your chance, as evidenced by an actual call.

Caller: "I would like to speak to the person in charge of your website advertising. Would that be [first name of person in charge]?"

Person in Charge: "Yes."

Caller: "Okay. Thank you." *click*
#$200 #collect #offliners #pass
  • Profile picture of the author Imran Naseem
    Banned
    Originally Posted by Dan C. Rinnert View Post

    Several people have provided advice here on getting past the gatekeepers to reach the person in charge.

    But, what if the person in charge answers the phone? Well, here is how to completely blow your chance, as evidenced by an actual call.

    Caller: "I would like to speak to the person in charge of your website advertising. Would that be [first name of person in charge]?"

    Person in Charge: "Yes."

    Caller: "Okay. Thank you." *click*
    Using the term "website advertising" is not advisable LOL.

    I would use the term..."..the person in charge of your online marketing".

    Soon as they hear the word "Advertising" they will hang up.
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    • Profile picture of the author netkid
      Hey Dan,

      The whole offline marketing process is all about solving a business problem using the internet.

      I would stay away from being a "salesy" approach and just focus on a "consultantcy" techinque. By that, I mean, "I help businesses increase revenue by finding better ways to market online." "Could you use some help?" (next, they ask me how....)

      That's the approach I use and always get through the gatekeeper....
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  • Profile picture of the author MichaelHiles
    Originally Posted by Dan C. Rinnert View Post

    Several people have provided advice here on getting past the gatekeepers to reach the person in charge.

    But, what if the person in charge answers the phone? Well, here is how to completely blow your chance, as evidenced by an actual call.

    Caller: "I would like to speak to the person in charge of your website advertising. Would that be [first name of person in charge]?"

    Person in Charge: "Yes."

    Caller: "Okay. Thank you." *click*
    Dan, I was at the Flying Pizza on Fields-Ertel one day getting a few slices.

    The guy that owns the place is pretty laid back, and I've got a good rap with him because I've been going into the place since it opened.

    So we're talking while he's getting my order ready and the phone rings. He answers and I hear him say, "You're talking to the owner."

    pause

    "You've got the owner of the business on the phone."

    pause

    "I'm the owner. Not the manager."

    pause

    "Look, you've got the decision maker on the phone but I am not interested because you're so stupid."

    BAM

    It was an ad sales rep for the Cincinnati Enquirer trying to get the "manager of the business" on the phone.

    Apparently the telemarketing script didn't have a branch for "If owner and not manager then...." and the person was too stupid to figure it out on the fly.
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  • Profile picture of the author John Durham
    The best way is to:

    A: Target a list where the owner answers the phone or is within arms reach.
    B: Have the owners name in front of you
    C: When he answers say "Hi Bob...this is...."

    Or if you are not using a targeted list, simply say "I need to speak with the owner please..." you will at least get a manager.

    With small biz always assume its the owner who answers, and if its not they will say "No, hang on a sec and let me get him", or he's not here he'll be back at_____"

    There are exceptions, but those are the rules.

    Every pro knows you ask for your man by name, and you assume its him... otherwise people will lie to you all day long... business owners will answer and because you asked for the "guy in charge of web advertising" they will blow you off and say "he's not here"...because they think you are gonna give them a sales pitch...

    Elementary telemarketing.

    Now if you are targeting major corporations... then the solution the op's caller used applies, except you still want to have your targets name in front of you if possible and ask for him by name.


    EDIT: BTW Dan, the reason for the "click" was probably an autodialer dropping the call... or a new telemarketing who choked and hit "redial".
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    • Profile picture of the author leonardpayne
      Much depends on how many of these calls you are making.

      If I'm prospecting for new clients, I choose one of two methods.

      Before I start - I TARGET 3 companies and I get the name of the person
      I want to speak to - well on advance.

      (1) then send to that person either at their work address or their home address a FAT PACKET

      (2) The FAT PACKET should be delivered by FEDEX - Nothing else will do.
      Everyonem opens a Fedex

      (3) The packat should contain something FAT. One example that I used for a ONE-OFF situation was that I shot a simple DVD with a story that I want to tell. I purchase a very cheap DVD player for around £20/$30 -
      I put the DVD in the player and ship the player to the contact with a note
      saying "Hi - I've found it difficult to talk to you. Play this DVD - I'll call you in 24 hours regards Bill"

      I phoned up a very bemused contact, fixed an appointment and closed on a $3000 deal.

      TARGET TARGET TARGET


      Hope that helps
      Leonard
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      Cult Marketing Tactics - Coming Soon

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      • Profile picture of the author Steve Peters Benn
        Originally Posted by leonardpayne View Post

        Much depends on how many of these calls you are making.

        If I'm prospecting for new clients, I choose one of two methods.

        Before I start - I TARGET 3 companies and I get the name of the person
        I want to speak to - well on advance.

        (1) then send to that person either at their work address or their home address a FAT PACKET

        (2) The FAT PACKET should be delivered by FEDEX - Nothing else will do.
        Everyonem opens a Fedex

        (3) The packat should contain something FAT. One example that I used for a ONE-OFF situation was that I shot a simple DVD with a story that I want to tell. I purchase a very cheap DVD player for around £20/$30 -
        I put the DVD in the player and ship the player to the contact with a note
        saying "Hi - I've found it difficult to talk to you. Play this DVD - I'll call you in 24 hours regards Bill"

        I phoned up a very bemused contact, fixed an appointment and closed on a $3000 deal.

        TARGET TARGET TARGET


        Hope that helps
        Leonard
        Excellent way to go. The higher up your ticket price, the more creative you can get, and avoid schlepping through all the collateral damage left by the last clueless SEO/Design/Cold Calling firm that annoyed them.
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        • Profile picture of the author netkid
          @leonardpayne, Yes, I forgot about "lumpy mail marketing." It was taught in a Dan Kennedy recording I bought a long time ago. Very effective way of getting through to the "A" pile with a business owner. I have to listen to those old tapes!
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          • Profile picture of the author humbledmarket
            Banned
            Wow this is excellent stuff here probably better than a WSO. Can I please ask one question though.

            What is an acceptable price for businesses to sell a complete web package with SEO guarantee to first place for their related keyword?

            I'm trying to work out the pricing. I've done up a lot of reading lately on scripts and telemarketing but I have no clue about pricing.

            I've seen some SEO companies go for $1000+ actually most SEO services go for $1000+?

            Thanks
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            • Profile picture of the author Steve Peters Benn
              Originally Posted by humbledmarket View Post

              Wow this is excellent stuff here probably better than a WSO. Can I please ask one question though.

              What is an acceptable price for businesses to sell a complete web package with SEO guarantee to first place for their related keyword?

              I'm trying to work out the pricing. I've done up a lot of reading lately on scripts and telemarketing but I have no clue about pricing.

              I've seen some SEO companies go for $1000+ actually most SEO services go for $1000+?

              Thanks
              Well, you can price like others and always be one step behind them, or you can price based on the value generated for the client. In other words, how much is a customer worth, and how many could you help bring in.

              Beyond that, SEO is becoming very much a commodity - hence why prices are getting lower - and the quality of entrants into the market seems quite low. Those three letters cost you money.

              In 2005 selling a website and seo was easy pickings - now it has been flooded by a lot of related businesses who don't know what they are doing.

              Maybe try and approach them as a white label provider or consultant? A very quick way to pick up a lot of clients from only a few meetings...

              In other words you are trying to sell something that a lot of other people have tried to sell to your audience and maybe burned them.
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              • Profile picture of the author AndrewCavanagh
                You can avoid all of these kinds of problems by treating the people you call like they were human beings...you know real people with real feelings.

                Ari Galper probably teaches the best method I've seen for your initial approach on the phone (which really is the most important thing you'll say).

                In a warm, friendly tone:

                "Hi, I'm hoping you can help me out."

                You don't sound like a salesperson and with most people that will get them onside a little.

                And if you continue in that vein...being open and human and interacting with real people in a real way...gathering information instead of trying to hard sell something you'll find the process a lot of fun.

                Kindest regards,
                Andrew Cavanagh
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                Old School Copy Like This Is BACK & Converting Like Crazy!
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  • Profile picture of the author Steve Peters Benn
    Actually, if you hit a gatekeeper I like to engage them and ask their advice and opinions about the business. You would be surprised just how many know an awful lot and are tired of being ignored.

    If you get the owner, I've found giving them some figures relating to their business and getting a yey or nay or the accuracy quite a good way to go. Alternatively, tell them you want to talk about the competition and name them.

    Or, go for the traditional telesales approach and bang through them - like John has said - you get a return if you make the calls.

    Drop the horrid web stuff though.

    Ideally, don't be doing this stuff yourself, get a freelancer in and train them up.

    Your time is better spent on selling higher end products and doing face to face.
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  • Profile picture of the author HeySal
    People who don't know how to talk on the phone shouldn't use one for marketing. ~~Not Confucius but somebody kinda like him.
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    Sal
    When the Roads and Paths end, learn to guide yourself through the wilderness
    Beyond the Path

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  • Profile picture of the author Quentin
    Why would you even mention websites, online etc they are all taboo words. I used to work in an office and as soon as I hear this I am off. I would get 5 to 6 a week.

    The person who rings and says they can improve the ROI on an asset you already have and it wont cost you a cent always got my attention.

    In case you don't know their asset is their website and the way they get it for nothing is to transfer some of their advertising budget.

    Another one is to provide a SEO course with videos on stuff they can do themselves. This one works great in local papers and follow up call. Did you see our add in the local paper.

    Both of these have got me past the gatekeeper most times

    Business jargon + an irrestable offer confuses the gatekeeper and usually gets you through whereas internet jargon switches them off every time.

    Quentin
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