How would you finish this sentence?

You might preface your question with a question...."Do you have a website?" Are you calling businesses that you know have a website? If so then what can you specifically offer them as a benefit....more visitors, more conversions, higher seo ranking, a blog that will enhance their website...target your market and be specific.

Don Clifton

Lets say for this specific example we are talking about businesses that currently do have websites. However, they have websites that don't rank, don't have autoresponders, etc.

I want to talk with the business and ask them questions to see if I will be a good fit for them and to see what solutions/services I can offer them. However, in my initial introduction to the business owner, I need to sum up what I can offer in one sentence. So I guess I'm asking, how can you sum up all of these services in just a couple of words?

Basically, without listing the specific services, how can I still describe what I'm offering?

Does that make sense? Maybe this is a dumb question - I'm just making my first cold calls EVER tomorrow and I want to be prepared with an effective opening phrase.

When I was pitching web services, I always did research on the company before I called them: found out where they stood on google, found out how long they had the site, and in some cases actually redesigned their site with a template. (hosted on my site so they could see it live)

I then put together a proposal, about 10-15 pages, about how their website sucked, and how I could make it better for them...phrased nicely, of course. In it, not only would I outline a general plan of action for their site, but I would also put together points from my portfolio, as well as testimonials from other businesses I had worked with. (When I first started out, it was mostly friend's site that I did pro-bono just to have a portfolio!)

Then, I would do a follow-up call, (if needed...usually they called me) and just ask if they received my packet and if they wanted me to do an in-person audit of their business and site. Usually once I got in the door, I charmed my way into getting the gig.

Businesses get cold called ALL THE TIME. When people call me, I've taken to telling solicitors that the decision maker lives in India and they will never ever reach them. Ever. I don't care what they're selling or if it's the best thing ever. I'm in the middle of my work day dealing with my own clients, I make business decisions on my own time, not when you just decide to call me.

I think that by doing a little due diligence with companies that you want to work with, take the time to know their site, their mission, what they want to accomplish, and how you (and only you) can specifically help them will go much farther than just cold-calling people.

Plus, if you do get them on the phone (at the very least a follow-up call to see if they got your package) and they DON'T buy, you'll know why...and can ask for referrals. Or, if you're really confident in your work, ask to work on commission.

But, getting back to actually answering your question:

I think something leading would be, "If you wanted your website to do one thing for you, what would it be?"

And when they tell you, you tell them, "If I put together a proposal that could show you how I can do that for you, in addition do _____, _____, and _____" would you be interested in a free in-person 60 minute audit of your site?"

If they say no...you dont' want to work with them anyway. If they say yes, book an appointment within 72 hours, and get to work putting that proposal together.

Just my thoughts...good luck! Cold calling is the hardest way to get a sale, I admire your determination!

After many years in marketing I would not rehearse an opening line or a spiel. The first thing you should say is a comment on the business, the weather, the locality or something else to open the door. Then introduce yourself and state your intentions without rehearsal. After you do it a few times it will come natural.

Hope this helps

God bless

Norma

After 2 or 3 calls, if you listen enough, you will know the words your prospects use to define their benefit, and it will be a no-brainer to you to refine the end of that sentence.
Stick to your proposition in the meanwhile.

Here's how I'd do it:


Hey X, Tim here
Just wondering if you'd like a free copy of x to help your business grow. My company does x, y and z and would love to help you (make more money / grow your client base etc).

People love free stuff, just like in IM give away something free to them and they'll remember you. If it's good they'll come back for more. Plus it gives you a great chance to lead into conversation.

Tim has a great approach. I get cold calls all the time
on my CELL PHONE because I am a real estate agent
and my stupid number has to be everywhere. They all
ask me the same question. Hey, how would you like to
be at the top of Google...blah, blah, blah.

If there's one thing I've learned especially in business,
it's that people respond to value.

Following Tim's line of thinking, is there something you
could easily do with their site or a few insights you could
give that would produce an immediate bump in their traffic
or conversions? I would say you could call them up and give
them something as simple as how to install and use Google
Analytics and it would totally blow most people's minds.

Give them a call with the approach of,

"Hey I'm a web developer and I want to show you a few
tricks out of my bag. Try them out, or let me put them in
for you and see what kind of results you get. Don't worry,
this won't cost you anything. I just want to give you an idea
of the kind of traffic/sales/leads you could be getting if you
were to optimize your site. But we can talk about that later.
Would you like me to share a few tips with you?"

Give 'em the stuff, or offer to install it for them and schedule
a follow up call. From what little knowledge I have in web
development, I KNOW there is no possible way you can give
them the whole farm in one phone call, but you can likely show
them at least one thing that will get immediate results.

Thank you all for the advice. Especially to those who speak from experience of receiving cold calls. I know cold calling sucks...for those who do the calling and those on the other end. But to grow my business as quickly as I want to, I think I almost have to do it. And I think I have a lot to work with now. You all rock!