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Will this script work for cold-calling local businesses for coupon flyer?

by Kent_Thompson
2 replies
Hi!

I am going to be selling ad space on a coupon flyer in a brand new area next week, and this time I am going to try to do it entirely remotely, over the phone.

First, a little background info to frame my questions...

The first zone I sold I went to the businesses in person. I went to or had contact with probably 35 businesses total in order to get 13 advertisers.

I got 8 leads through the local chamber when they did a paid email promotion for me and closed 4 of those.

I also got 3 more sales through a barter network.

Another sale came from filling out a "contact us" form on their website.

The remaining 5 or so sales I got from contacting probably 20 or so businesses by going there in person and showing them a sample of my flyer. It was a little weird going there in person because of the "no soliciting" taboo, but everyone was friendly. Sometimes it was impossible to find the owner and for those places I just moved along, but other times I walked in and was able to make a sale on the spot.

After that, there was a lot of follow up on the phone or via email that had to be done to close the sale.

But...going there took A LOT of time, and now that I have gone through the sales process a number of times, I have a much better idea of what matters in making the sales.

Now I really feel like I can shrink this way down to exactly what is necessary and I want to have a laser approach this time.

So, for this next zone I am wanting to do it 100% remotely, over the phone. If I can master this, then the added benefit is that not only will it be more efficient, but then I will be able to remotely sell any zone in the US and I won't be limited by my local area. This new zone is an hour drive away, so it would be a pain to go there all the time.

In preparation, I was reading some other threads about how when cold-calling you can make 1,000 calls and only get one lead. I just don't know what to think about that. Based on my previous experience, I can't imagine it taking 1,000 calls. I am hoping to sell 15 spaces with only 100 calls. I don't think I would have enough voice to make 1,000 calls...that would take absolutely forever and I would go hoarse or die first!

I got a tip from a fellow warrior who said the best way to approach this is to simply ask if you can send them some more information via email.

So I was thinking that my script could go something like this...

"Hi, my name is Kent Thompson. I'm putting together a coupon flyer for the western half of Danville and I wanted to email you some more information, and I was wondering, who would be the best person to send that to?"

Very short, to the point, not salesy, works for a receptionist answering, etc...

From that point, based on the answer, which probably would be a receptionist, I could continue the conversation, or maybe if I sensed zero interest the call could end.

Question #1: What is your hunch, or if you have experience with this, would that script be effective or is there a better version? What would YOU say?

Question #2: Anyone have experience outsourcing this type of thing? I'd rather have a female voice to be honest, and I don't want to be the one making these calls. I don't mind doing follow ups with warm leads and closing, answering questions, etc..., but I would rather have someone else doing the first round of dialing. That's how I would really be able to scale this to multiple zones.

I just can't imagine it taking 1,000 calls to get 15 sales...there aren't even 1,000 businesses in this town. If it takes 1,000 calls, then it would be much more efficient for me to drive there and do it in person like I did the first time.

One thing going for me this time is that there currently is not any existing coupon flyer or magazine in this town, whereas the first zone I sold had a lot of competing products like this. I got a few people the first time who said "we already do valpak or such and such magazine". I don't have to worry about that this time and I am hoping that the reception will be stronger in this market.

Thanks for your input!
Kent
#businesses #coldcalling #coupon #flyer #local #script #work
  • Profile picture of the author kenmichaels
    If your working with a limited amount of business in your immediate area ...

    I suggest you practice your phone pitching OUTSIDE of the area you want to work.

    Less pressure on you. Not to mention if when you mess up it wont be such a bad thing.

    The learning curve for selling over the phone is not that steep when you already
    have sales experience. Truth be told, it's a rather easy transition.
    --- word of warning --- it is extremely addictive.

    The hardest part is learning to listen for what you are conditioned to watch for.
    - All the same guide lines and sales principles still apply.

    I would not send them email, proposal, mock up, fax, brochure, baby announcement ....

    Practice qualifying them on the first phone call, then practice closing them.

    I promise you ... it is doable ... and you will be far happier in the long run
    with the results ... then playing phone tag.
    Signature

    Selling Ain't for Sissies!
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  • Profile picture of the author Underground
    You're right, send them the information via email. Conventional sales wisdom says this is a kiss of death and close, close close and don't fall for 'just send me some info'', but it's not. And that approach will have you making a very large number of calls unnecessarily.

    You need to improve the opener and give a solid, personalized reason for why you selected that business in particular to contact, and show you've done some research. So 'I'm putting together a coupon for businesses that.... and give a few compelling reasons, and say how you've selected them because you looked through their site saw such and such (something personal to them), and you wanted to send over so free info for them to look at.

    Old school selling is full of male ego. To them, not selling and closing there and then is being cowardly. A multi-step approach is anathema. That old skool approach is obnoxious and outdated, but it's what gets taught here. And why so many threads people can say they've made up to 5000 calls and got no response are pleased when they get a sale per 100 dials.

    So many wannabe Tom Hopkins have subjected them to cliched sales tactics and pressure selling, that if you break with that and just sell them on getting the free info first then they'll often just agree.

    Once they do, and have said yes once, you can then say, ''great. I'll send that over to you right after the call. One thing I have to point out is that it's important you take a look straight away as soon as you can to see if it is something that interests you or not, because I can only hold the offer open for a few days...''. Just have some kind of scarcity play about it being time sensitive and be offering it to their competitors if they aren't interested. Then get agreement you'll phone them in a day or so to discuss or something.

    One things for sure, try to close them on giving you 495 there and then on the phone, and you will have a mountain to climb and have to make far more calls then you have to.

    Close them on getting the free info and on the follow up call, and you'll have a much easier time as long as it is compelling which it will be particularly with case studies, .

    You're a smart man I notice, and do things well, you'll no doubt realize which one will be easier.
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