Cold Prospecting

by Paperboy

Posted: 9 years ago 22 replies

OFFLINE MARKETING

I currently have a consulting practice, but I'm looking to shift to more of a service-provider model. In doing so, I'm looking at prospecting via cold calling to get clients, for example, to a PPC Management program. I've been reading Claude Whitacre's books, and it really resonates, so I'll look to give it a shot. I already have a salesperson in-house, and I'm hiring an appointment setter. Does anyone have any advice on the best way to deploy these assets effectively? What I'm looking for is what process I should have them follow in order to make the close almost a forgone conclusion. Thanks!

#cold #prospecting

Work1099

9 years ago

You may want to check out these books: "The SPIN Selling Fieldbook" and "SPIN Selling"

They are great for anyone selling something more complex or high priced such as personal services.

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Claude Whitacre

9 years ago

If you want the close to be a forgone conclusion, you need to send the prospects through a funnel. Perhaps a Facebook ad (or PPC Google ads), leading them to a video, and then they request a 'strategy session".....which is really a qualification and close session. The video would have to nearly completely show you service, and the investment involved.

Once they are on the phone, a sales is pretty easy.

But you'll run through a lot of people in the process. In other words, lots of people watching the video, and few wanting a session.

But, that will get you super qualified prospects.

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Paperboy

9 years ago

Originally Posted by Claude Whitacre

Thanks, Claude. I will start on the funnel creation process.

In the meantime, it will be an outbound campaign to start, and the leads will be cold. Would the "High Probability Selling" method be appropriate in this scenario?

Thanks
1 reply

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Claude Whitacre

9 years ago

Originally Posted by Paperboy

It's one of the better methods. It will be easy on your rep, which is important.

Appropriate? I think so.

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NickBo 9 years ago

Originally Posted by Claude Whitacre

It's one of the better methods. It will be easy on your rep, which is important.

Appropriate? I think so.

Claude - Have you found the methods of High Probability Prospecting to be effective in email form?
- Thanks
- 1 reply
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- Claude Whitacre 9 years ago
  
  Originally Posted by NickBo
  
  Claude - Have you found the methods of High Probability Prospecting to be effective in email form?
  
  Sorry, I've never prospected by e-mail.
  
  Thanks
  
  Signature
  One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr
  
  What if they're not stars? What if they are holes poked in the top of a container so we can breath?
  
  {{ DiscussionBoard.errors[9732389].message }}

ewenmack

9 years ago

[QUOTE=Paperboy;9652686Does anyone have any advice on the best way to deploy these assets effectively? What I'm looking for is what process I should have them follow in order to make the close almost a forgone conclusion. Thanks![/QUOTE]

Your first starting point is to decide if you want to do inbound or outbound marketing.

Outbound is where you have people calling on prospects.

Inbound is where you engineer prospects making contact with you first.

You haven't mentioned your assets, your attraction marketing skills
and experience to create the incoming leads which any salesperson is going to
prefer than going out hunting for them.

Best,
Doctor E. Vile

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Paperboy

9 years ago

Originally Posted by ewenmack

Your first starting point is to decide if you want to do inbound or outbound marketing.

Outbound is where you have people calling on prospects.

Inbound is where you engineer prospects making contact with you first.

You haven't mentioned your assets, your attraction marketing skills
and experience to create the incoming leads which any salesperson is going to
prefer than going out hunting for them.

Best,
Doctor E. Vile

Initially we are doing outbound.

Thanks
1 reply

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ewenmack

9 years ago

Originally Posted by Paperboy

Initially we are doing outbound.

Why?

Best,
Doctor E. Vile

Thanks
1 reply

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Paperboy

9 years ago

Originally Posted by ewenmack

Why?

Best,
Doctor E. Vile

Because I still have to build the funnel, collateral, assets, etc.

Thanks
1 reply

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MichaelWinicki

9 years ago

Originally Posted by Paperboy

Because I still have to build the funnel, collateral, assets, etc.

Do you have a prospecting script?

Thanks
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Paperboy

9 years ago

Originally Posted by MichaelWinicki

Do you have a prospecting script?

Yes I do. We're going full blast on Monday to see how it goes.

Thanks
1 reply

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jamesfreddyc

9 years ago

Originally Posted by Paperboy

Yes I do. We're going full blast on Monday to see how it goes.

It might help to reconsider that to read, "We're going full blast for November then see where we are at."

Seemingly minor, but you really need to approach this of the mind that it will take daily, consistent effort over a period of time to get a really good base of understanding. I am of the mind that being persistent and committed above all else will serve you far better than going for home-run perfection out of the gates.

Thanks
1 reply

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Paperboy

9 years ago

Originally Posted by jamesfreddyc

I agree 100%. I only meant that we are fully committing to the process. I did not mean to imply that we're going to win the lottery on Monday.

Thanks
1 reply

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MichaelWinicki

9 years ago

Originally Posted by Paperboy

I agree 100%. I only meant that we are fully committing to the process. I did not mean to imply that we're going to win the lottery on Monday.

Good!

Because you're probably several revisions away from calling the campaign a success.

One change in your sales copy or your funnel can have a huge affect one way or the other.

Thanks
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ewenmack

9 years ago

Are you planning to offer something of low cost first
then upsell to your core offer?

Best,
Doctor E. Vile

Thanks
1 reply

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Paperboy

9 years ago

Originally Posted by ewenmack

Are you planning to offer something of low cost first
then upsell to your core offer?

Best,
Doctor E. Vile

Yes. For the lead generation/prospecting side, I am offering a webinar, whitepaper, and some other enticements. I like Claude's suggestion of doing a video presentation of the full offering, so I'll give that a shot. I will also look to do a Chet Holmes-style core story presentation and see how that works.

The offer for sale will be a lower-cost service, and once they're in the stable, they will be upsold.

Thanks
1 reply

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NickBo

9 years ago

Paperboy how are things going? I'd love to hear how the High Probability Selling method is working for you.

Thanks
1 reply

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Paperboy

9 years ago

Originally Posted by NickBo

Paperboy how are things going? I'd love to hear how the High Probability Selling method is working for you.

It looks promising. It wasn't doing well at first, I had to turn over some staff and do some re-training. In its current iteration, it's been churning for about 2 weeks. I have some closed, but I think it could do even better, so I'm continuing to tweak.

Thanks
1 reply

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NickBo

9 years ago

Originally Posted by Paperboy

Awesome, you are selling PPC management services correct? Are you selling to small businesses? I used to do it for a living and I think this approach is perfect for that sale. Can you keep this thread updated on your progress?

My challenge is that I am selling a solution that not many people have heard of before and I believe that HPS is very good for demand fulfillment (people that already know they want a service or product) but not very good for demand generation. I am trying to find a way to align my product's positioning with a current purchase the prospect already makes so that I can sell my new solution to an existing budget. I'm a bit stuck but the feedback you provide may help get me unstuck. So, I'll be super appreciative of any feedback you can give.

Thanks
1 reply

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Paperboy

9 years ago

Originally Posted by NickBo

Hi, PPC Management is one service we're offering. Yes, the target is small business. I'll check in from time to time to update. I'm not on the forum very much at all.

Thanks

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jamesfreddyc 9 years ago

Best bet for email prospecting is to treat it as PROSPRCTING. I think most have problems because they are trying to sell, not prospect in their email campaigns.

I tend to focus on just using it as a market research exercise but it often leads into conversations. Again, that's CONVERSATIONS, not sales pitches. Most often I get tons of intel about the niche I am targeting and ends up a great way to qualify prospects in or out. This is great because I then don't call or follow up with those that don't really have a need.

Sure I probably am missing a few thru the cracks but it really produces a higher quality call list. But then there are times people just want to go thru the funnel 100% in emails back and forth -- which is fine with me.

You have to approach this thinking multiple email touches and intending to start a dialog.
- Thanks
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