How To Approach Businesses Through Cold Calling?

You have two choices here offer one that you will think is strongest. Or two find a way to interview them to find their needs and then offer solutions.

I try to put together a package that no one else can offer.
Usually includes, but not limited to, a feature listing in my
local directory.

Hugh

I agree with Lordauric... find the strongest products you have to initially sell to a client. Once you have them as a client, go for the upsells down the road. I personally go in with a less expensive product at first so that the business owner can feel you out and not be risking a lot of money. Once they have confidence and trust in you they will be more prone to buy larger (i.e. more expensive) services from you down the road.

Also, in terms of approaching business owners, I suggest you check out the thread I started about Cold Calling: http://www.warriorforum.com/offline-...e-today-3.html

Also, from my experience I have had much better luck approaching businesses who are already running ads. You know they are already serious about marketing and can weed out the people who will want to talk to you but will never buy.

-Ben

It's important to find out what they need or want. If you can provide that solution at a reasonable price, then you should be golden.

Shawn

Yep find out what they need most, and what would bring them the most results the fastest. Sell them that first.

Then when they are amazed at all the new customers you have gotten them, you give them all the up-sells in your arsonal and they will happily pay big $$$ because they have already seen results!

Yep find out what they need most, and what would bring them the most results the fastest. Sell them that first.

Then when they are amazed at all the new customers you have gotten them, you give them all the up-sells in your arsonal and they will happily pay big $$$ because they have already seen results!

imnumberone28,

Not sure I totally understand the question, but I will answer it from the actual cold-calling standpoint.

Having made thousands and thousands of cold calls in my lifetime, I will say this: I never really got comfortable doing it. But that is okay. It helps if there are butterflies.

Here is how I finally coped with my cold-calling fears and approached businesses successfully:

1) I did what some call a "warm call". I did NOT stop by from an intrusive standpoint, hoping to see the decision-maker right then and there.

2) I simply stopped by and asked the receptionist (or whoever was the first I came across up front) who the decision-maker was for ______ and asked for a business card.

3) If they did not have a business card, I pulled out one of my own and wrote on the back of it who that person's name was AND the name of the person who gave me the info.

4) If there was any resistance or question whatsoever, I quickly explained that I was in a hurry and that I was between appointments and just needed a card. (That was not a lie. I was always in a hurry to make sales and always between appts. If I had an appt next week and had one last week... then I was "between" appts.)

5) After I asked the person who gave me the card what his/her name was... I immediately used it. "Thanks, Mary. I appreciate it."

6) My body language was always like I was backing up towards the door.

Now, here is why that approach worked so well:
1) They are more than happy to get rid of you with a business card.
2) Most salespeople are pushy and they appreciate that you are just trying to get in and get out.
3) Using this approach I could go for volume and depending on the area... could get 10-15 business cards an hour. 2 hours of "warm calling" and I had 20-30 cards.
4) Now I was "armed" with the name of the receptionist (who answered the phone usually, the name of the decision-maker, and had a feel for how the place "felt" and was laid out (which made it easier on part 2 of my approach).

Part Two:
1) Wait at least 24-48 hours.
2) Call back up and no matter who answers the phone (as long as it is of the same sex) say... "Hey, Mary... John, please. Thanks."
Even if that was not Mary... they would think that they were supposed to know you because you were using 1st names. About 50% of the time... that would get me through.
3) If they asked who you were and what you wanted I said: "I'm George. I was in there the other day. Thank-you." Another 15-20% of the time that would get me through... and when the decision maker (John) answered the phone... I would say.... "Hey, John. This is George. I was in there the other day. I didn't have time to talk then, but..." (and then I would go into what I had to say).

Now the above approach did not work all the time... but it sure as heck worked much better than the other way. PLUS (and it is a BIG PLUS)... it did wonders for my psyche. A lot less rejection during the day, meaning I was more apt to do this technique over and over.

A funny thing happens (magically) when you start making these "cold/warm calls". You never have to do it more than about 2 weeks because then you start making appts, referrals start to happen, and the phone starts ringing. Then months or weeks later when/if it slows down... start again.

Hope that is what you meant by "approach".

One more thing... on the phone... you ONLY need to sell the interview/appt. - do your best NOT to go into the product much except to whet their appetite enough that they want the face-to-face or webinar (if that's how you do it).

Good luck.

George great ideas on using a quick stop in visit to collect info.

I'm a little confused by your post. I understand the nature of "understanding what they need" and I understand you may offer a wide variety of services, but what's the main thrust of your business. I think if you try to tailor every call on the individual needs of a prospect it won't take too long before you lose focus all together.

I believe it's important to have a primary product and service, and it would be sensible to assume that there are other aspects of services that tie in with it. In other words, if your primary service is web design, it would be logical to assume that you would provide a number of related services, such as seo, hosting, etc.

Maybe it's just me, but if I was prospecting in an office building or office park, and I led with a different aspect of my business with each door I walked in, I think I would have a major headache! Part of improving our sales skills is practice. Practicing a sales presentation over and over until it's internalized is what in time will make that presentation more natural.

If you've got an arsenal of offers, I would suggest leading with the one from which the others follow logically.

@the OP:

Here's what I suggest you try. Although you may have a range of products or services that your customers can use, think of those as the *last* step in the process. Fulfillment. The *first* step in your process is discovering and sharing typical reasons people do business with you.

What problems do you usually solve for your clients? Ask your existing customers to recall why they chose to go with you in the first place. Find out what urgent, emotional problems they had in their world that your solutions fixed.

Then, when you visit or call new businesses, you can lead with these. "I'm <name>, calling from <business>. Typically, we help <type of organization you serve--match it to who you're calling: restaurants, small retail, whatever> solve these kinds of problems: <typical reason 1>, <typical reason 2>, and <typical reason 3>."

Now the qualifier tie-in: "But I'm not even sure if you're experiencing anything like these issues..." (trail off and shut up).

By being a little unsure, you encourage your prospect to share the truth. You're not coming across as a pushy salesperson.

If they don't share that they're experiencing similar problems to those that you've solved for other organizations, they probably aren't a fit. But if they DO start talking, "Yeah, I *hate* how our gerbilberry cleaning machines keep breaking down...", then you're way ahead of the game. Keep asking questions, getting your prospect to share more emotional detail with you. You'll get to a point where you can recommend one or more of your solutions.

This process ensures that you have the result of genuine conversations with people and uncover real problems that you can solve.

If you want to get me at my office to hear you (I own an offline company as well), shoot me an email telling me you plan on meeting with me on Wednesday for example.

In the body, mention why you are meeting with me and that you would like to show me something you feel could benefit my business. Let me know if Wednesday is not good, to give you a better time to meet via telephone.

I know I'm not going to have to buy anything, however I like to know it's not a "sales pitch" - how can you grow my business? A lot of IM'ers come to my business (I'm assuming they are in IM as they found me online and show up looking very unprofessional and unprepared). Show me benefits and where this can help my business grow.

Another point to remember -> long drawn out presentations take up my time, give me bullet points because if you don't grab my interest and the phone rings your chances are dead in the water.

Cold calling is a lot like dating and getting to know this new hottie. There are so many similarities, it's funny.

When you start talking to the business owner (I'm not going into how to get past gatekeepers, that's another thread).... just start asking question...

- "What types of people buy your product/service?" (this helps you figure out where in the web you need to market their product/service)
- "What's the price point per transaction?" (this is a good question to figure out what to charge - once you know the value of a transaction, you get a better understand of what they can afford)
- "What types of marketing have you done and which ones have been effective and non-effective?" (this question helps you figure out what holes you can fill in their current marketing strategy)

These 3 are the primary questions my sales reps use to get enough from our prospects. During this question process, lots of additional questions, banter, and chatter are happening, building rapport and trust.

A lot like dating, you need to make your prospect laugh, but not in a way that makes you look like a comedian. This works with the gatekeeper and the owner/president/CEO. They not just buying your product/service, they're buying you, and they need to like you and the person you are (again, like dating).

Lastly, educate them with industry knowledge and "what's happening NOW" in the world of online marketing (good place to stay in-the-know is Sphinn - News, Discussion Forums & Networking For Search & Internet Marketing Professionals).

Doing all this will not only separate you from all the other telemarketers out there, but you'll build a trust and foundation to a long-lasting, and highly profitable client relationship.