Cold Walkin intro. Help me make it better

14 replies
Hello all.
I'm currently visiting businesses whose Adwords campaigns are not optimized. Usually they don't have good landing pages, keywords are a mess (mostly broad with no negatives), ads are super boring, etc.

I know they are wasting money and I really want to help them.

So I get there and I introduce myself to the owner, my name is Kevin, I'm an Internet consultant and I have a report that shows that there are some errors in your Google Campaign that are costing you money. When would be a good time to talk about this?

I've gotten mixed results... a couple of appointments but no sells yet.
I started 2 weeks ago and the hardest thing is getting to talk to the owner because he is not there. So I have to go back another time. And if he is not there neither I call or email.

I like cold walkin, I feel more comfortable than on the phone.. I'm good with people and usually they like me. The other day using the above intro I found out the owner didn't care too much about adwords but she wanted a website redesign, it's a huge website and I ended quoting her $16K because there's a database involved.. She is very interested.. So I know cold walkin works.

Anyway, what do you guys think about the intro.. Would there be a better way to get their interest?

Thanks
#cold #intro #make #walkin
  • Profile picture of the author qu4rk
    I've done cold walk-in's before & I'm not going to give you my exact routine (because it works really well), I will give you an idea.

    Also, one of Claude's books ($3 each) talks about cold calling just to set the appt. This is a huge time saver. But, if you must continue to cold walk-in then here's an idea.

    What works best for me is to make it seem important & remain mysterious until you whip it out on them. Then, you need to seem absolutely certain ("I know for a fact that this is costing you $x per month because I work with ____'s before"). As you show them something on paper. "Not only is this losing you money, but look at this opportunity here."

    Oh by the way, I'm Kevin & this is what I do for a living.

    Starting out with, "Hi, I'm Kevin & I..." sounds like Charlie Browns parents to people.

    Think about it, you're interrupting someone's day (literally) & if you start out that way, they've already access...I'm too busy, tell him to come back.

    In person is about body language, if you don't know how to read it or control yours to non-verbally communicate things then they will be able to read you (and your insecurities if you have them).
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  • Profile picture of the author Claude Whitacre
    Originally Posted by kevinenrique View Post

    Hello all.
    I'm currently visiting businesses whose Adwords campaigns are not optimized. Usually they don't have good landing pages, keywords are a mess (mostly broad with no negatives), ads are super boring, etc.

    I know they are wasting money and I really want to help them.

    So I get there and I introduce myself to the owner, my name is Kevin, I'm an Internet consultant and I have a report that shows that there are some errors in your Google Campaign that are costing you money. When would be a good time to talk about this?
    Cold walking works. Don't let anyone tell you differently. If you just use a tested approach that gets results...sometimes, you'll be there are exactly the right time.

    If you already know that they have an Adwords campaign, lead with that.

    "I'd like to talk to the owner about your Adwords campaign".If they ask what you mean, say "Do you get people calling, and buying from you because they saw your ads online?" ."Yeah, why?"
    "Would you like more of them?"

    The single most profitable way I've ever prospected was calling for a short introduction, not an appointment. And once I was there, just talk to the owner and present what I had. It's nearly impossible to say "No", because I'm not asking for an appointment. but once I'm there, I quickly switch to sales mode. It's best to use this method by calling businesses that are close together. You can use the same method in walk ins, although I used it in phone prospecting.

    That's decades of cold calling, finding the most profitable way for me. I found the core of the idea in the 7th edition of Cold Calling Techniques (That Really Work!)

    Here's the (I swear to God!) non affiliate link to Amazon.

    http://www.amazon.com/Cold-Calling-Techniques-That...http://www.amazon.com/Cold-Calling-Techniques-That...
    The version I use myself, is in my Sales Prospecting book. But you should read one or the other. Very eye opening.
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  • Profile picture of the author Underground
    Please test it against Warm Walk in's where your info is not generic but you took 5 minutes before hand to uncover if they do adwords and ideally 2-3 mistakes they are currently actually making and how much it's costing them roughly. Cold calling works. But 2 appointments in 2 weeks obviously is not good enough if you own the business, and can and should be improved, as you know yourself. An essential variable that can and should be tested with pitch is Warm Vs Cold.

    I know the objection you can call on 30 people in that time so it's waste. But there is scientific proof and response/conversion rates across email, direct mail, purl postcards, calls that will boost your appointment rate from 2 to 30 times higher just by the being a revolutionary and calling on them having done some quick research and having some important, personalized custom info they absolutely need to see. Take a day to do the research and you won't have to waste 8 out of 10 days toiling for nothing, with the other 2 days getting you one appointment. You'll most likely book double the appointments in a day, and do that everyday.

    If someone came into my business and said they had some info on how I can increase my revenue 50% on adwords, I'd be interested. I'd assume you had something relevant to my business if you walked in and said that. When I saw an article that was just a generic bit of information that may or may not apply to me, I'd dismiss it. Like most busy people I'd have bigger things to deal with then phone someone or agree to an appointment on something that hasn't hooked and seized my attention, called on me to take time of my day but failed to provide real value for doing that, or is not relevant so as to able to make an immediate impact on important priorities I currently have.

    You'll just delivering something to them they've probably seen online on a few blogs anyway and have heard claims of anyway when it's generic.


    Yes, mass spray and pray marketing works, but it's the hardest, lowest return. The people advocating it are still thinking like they did when employed by companies to go and do it and didn't have to worry about ROI and whether hiring teams was profitable enough to be worthwhile, like the people employing them did.

    I'll be getting someone doing business to business calls. And like any business owner hiring someone I'm interested in the ROI. It's my responsibility to make sure someone I sent out is a pro and is going after my ideal clients and that I've personally done some pre-call research to get some facts that will grab them, or hire someone to do that. You can have a set template but just add in some facts particular to them you can jot down in a two minute audit.

    Taking that extra day of research and going out to 100 pre-targeted business who have fit my ideal customer profile, creating a pitch they be'd very hard-pressed not to have to find out more because it's high relevant, timely, and based on real, existent problems and trigger points, should be non-negotiable, Compared to hiring a skilled sales guy/gal but sending them out to waste their time for 80% of their working week? No way.


    And intelligent sales person, I know for sure, would rather work for a company who supplied them with only prospects who already fit their idea buyer profile, are proven buyers, were at trigger point where your services would immediate gain attention and interest, and with a highly relevant pitch. So every call they made was already at least twice as likely to be successful.

    Many have had to work for businesses who didn't do that and just hired in bulk and sent them out to just knock every door or dial every number. It works. But it's not the best way to do things, by a long stretch. Particular in the age of the internet. It's just seen as laziness and half-arsed, as just another sales pitch by prospects in most cases, which doesn't go down all that well.
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    • Profile picture of the author qu4rk
      Originally Posted by Underground View Post

      Please test it against Warm Walk in's where your info is not generic but you took 5 minutes before hand to uncover if they do adwords and ideally 2-3 mistakes they are currently actually making and how much it's costing them roughly.
      Hmmm....I may test this out at 5 - 10 per week (using Claude's close proximity, bunching) and see what happens. Use part of the weekend (when I would have been vegging out) to do the light research. Use a G doc spreadsheet to look at the mistakes & numbers before I walk in to place after place.
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      • Profile picture of the author Underground
        Originally Posted by qu4rk View Post

        Hmmm....I may test this out at 5 - 10 per week (using Claude's close proximity, bunching) and see what happens. Use part of the weekend (when I would have been vegging out) to do the light research. Use a G doc spreadsheet to look at the mistakes & numbers before I walk in to place after place.
        Yeah, please do. You can send out 100,000 generic emails, or 100 Basho type emails and get more responses from the batch of 100.


        It's just basic human behavior. When something's relevant and timely it's a completely different conversation than 'lucky dip' selling, when you know someone's motive is far more about their own gain and that's there main reason for being there in the prospects mind and you have to battle to overcome that. You're a person worth listening to because they want to hear the info. They are main times less willing to entertain a pitch.

        If you have a tablet you could do it on the fly, that's a good idea. In can be done out in the field, and both approaches tested.


        There is a major disconnect between sales people and buyers. That even people many people who think they can sell possess. A delusion on behalf of the salesperson that it is their presentation of something that is going to persuade and close the deal. All the people in this vid would have said they can sell and thought they could. There's some good stuff here. I was also going to post a video from Cardone about an elevator pitch which shows the difference between a good one and one that get's straight to the point. But people can look that up. This vid will show how generic most people sell and how little effect on people.

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  • Profile picture of the author Freebiequeen1999
    Face to face works...

    JMO....you might try dropping the "internet consultant" in the intro
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    • Profile picture of the author kevinenrique
      Originally Posted by qu4rk View Post


      What works best for me is to make it seem important & remain mysterious until you whip it out on them. Then, you need to seem absolutely certain ("I know for a fact that this is costing you per month because I work with ____'s before"). As you show them something on paper. "Not only is this losing you money, but look at this opportunity here."
      Hey thanks for the tips. I show a printed report, it takes me 5 mnts to prepare. I don't use my ipad cause it's more comfortable and fast to use the printout.

      Originally Posted by Claude Whitacre View Post

      Cold walking works. Don't let anyone tell you differently. If you just use a tested approach that gets results...sometimes, you'll be there are exactly the right time.

      If you already know that they have an Adwords campaign, lead with that.

      "I'd like to talk to the owner about your Adwords campaign".If they ask what you mean, say "Do you get people calling, and buying from you because they saw your ads online?" ."Yeah, why?"
      "Would you like more of them?"
      Amen to that, it does work. You just have to develop a hard skin to block all the negativity you get all day. Thanks Claude, and I do have your prospecting and local marketing books.

      Originally Posted by Underground View Post

      Please test it against Warm Walk in's where your info is not generic but you took 5 minutes before hand to uncover if they do adwords and ideally 2-3 mistakes they are currently actually making and how much it's costing them roughly. Cold calling works. But 2 appointments in 2 weeks obviously is not good enough if you own the business, and can and should be improved, as you know yourself. An essential variable that can and should be tested with pitch is Warm Vs Cold.

      I know the objection you can call on 30 people in that time so it's waste. But there is scientific proof and response/conversion rates across email, direct mail, purl postcards, calls that will boost your appointment rate from 2 to 30 times higher just by the being a revolutionary and calling on them having done some quick research and having some important, personalized custom info they absolutely need to see. Take a day to do the research and you won't have to waste 8 out of 10 days toiling for nothing, with the other 2 days getting you one appointment. You'll most likely book double the appointments in a day, and do that everyday.

      If someone came into my business and said they had some info on how I can increase my revenue 50% on adwords, I'd be interested. I'd assume you had something relevant to my business if you walked in and said that. When I saw an article that was just a generic bit of information that may or may not apply to me, I'd dismiss it. Like most busy people I'd have bigger things to deal with then phone someone or agree to an appointment on something that hasn't hooked and seized my attention, called on me to take time of my day but failed to provide real value for doing that, or is not relevant so as to able to make an immediate impact on important priorities I currently have.
      Yes, I think is good to prepare before.. it does take some time but I find It's they respond better when you show them you've done your homework...
      I did a macro (yes i'm a geek) that checks their campaigns, their link profile, and if their site is mobile.

      Thanks to all for the comments and help. I'll report back the results.
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      • Profile picture of the author Underground
        Originally Posted by kevinenrique View Post

        Hey thanks for the tips. I show a printed report, it takes me 5 mnts to prepare. I don't use my ipad cause it's more comfortable and fast to use the printout.


        Amen to that, it does work. You just have to develop a hard skin to block all the negativity you get all day. Thanks Claude, and I do have your prospecting and local marketing books.


        Yes, I think is good to prepare before.. it does take some time but I find It's they respond better when you show them you've done your homework...
        I did a macro (yes i'm a geek) that checks their campaigns, their link profile, and if their site is mobile.

        Thanks to all for the comments and help. I'll report back the results.

        You know there's a world of difference though between just having done the macro stuff and so they fit your criteria and then doing the micro stuff so that it's truly personalized and tailored around their world and immediate problems? Just to check.

        It's not the research itself that will increase response rates. It research to find real information that's hurting them and walking in their as an expert who can immediately make a different to their business just by showing them the free stuff. Massive difference.

        You've already checked out Cluade stuff. You should also check out Bob Ross's stuff. He kills it going door to door because he immediate has something to hand that draws them straight in and is immediately relevant.

        On Google Adwords, most people have no idea about negative keywords, ad copy, quality score. It's not going to immediately grab them and draw them in.

        Check out what Bob Ross does. He has something in his hand and as soon as he shows them it, that's it, full attention gained, most leading to a sale or appointment.

        He's not the average, mediocre salesperson or marketer. He's found something that most businesses already know all about and that has immediate relevance and payoff. It's gives him a confident attitude that the opportunity he has is a privilege to them and that just comes out in his demeanor.

        If you had some card printed off with your research that say, showed 2 out 7 negative keywords you've identified that are costing them 50% of their budget. No continuity between ad copy and headline and the difference that has made for other when fixed, and shown 1 error on their landing page that is making people bounce, and then you said you'd found more and would like to discuss it with them further and when would be best to do that.

        That's the kind of research I mean and the purpose of it. You could outsource that for about $100-200 dollars a month once you got going or do it yourself in a day or to begin with.


        Wordstream used to have a tool where you could quickly ad in details and get a report in 60 seconds. I don't know if the paid version is unlimited or branded but a tool like that could speed up the process and massively set you are part because you have solid info, you're a pro. If you could find a tool like this and print out reports.

        http://www.wordstream.com/google-adw...eUp_PerfGrader
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        • Profile picture of the author Oziboomer
          Originally Posted by Underground View Post

          It's not the research itself that will increase response rates. It research to find real information that's hurting them and walking in their as an expert who can immediately make a different to their business just by showing them the free stuff. Massive difference.
          Had a great walk-in from someone trying to sell me Electricity this week.

          I was already with their company....but...

          What got them past the gatekeeper...and I've been thinking about this... was...

          They had a name badge on plus a lanyard with ID.

          Can you leverage that?...I'd say so.

          Another thing that got me listening...maybe because I probed...

          was they built a good connection because.

          Even though I told them I was already with their company...they offered to "save me money"

          They used the "Even though you already use us" I can offer you a "retention guarantee"

          Followed by "How much are you spending?...I can save you XXXX"

          The first part of the pitch he explained how he used to work in a sales room selling phone services but the owners were "unethical" because the conflicted with his idea of "saving the customer money"...and he knew that there was a saving to be made...

          On review of how he got past the gatekeepers I'd say the "Official" looking lanyard helped..

          He did leave with leaving me with a cliffhanger...

          "I may have a solution that could beat your's by XX per month....but..."

          "I can't show you now.....I need to get authority from my area manager...."

          He returned about 2 hours later with a better deal.

          Things to note...

          The authority "ID and name badge" got him past the gatekeepers.

          Second...when he "came back"....the gatekeepers offered no resistance because they thought he was "asked back"

          Maybe walk-in twice???
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          • Profile picture of the author Chris Grable
            Originally Posted by Oziboomer View Post

            Had a great walk-in from someone trying to sell me Electricity this week.

            I was already with their company....but...

            What got them past the gatekeeper...and I've been thinking about this... was...

            They had a name badge on plus a lanyard with ID.

            Can you leverage that?...I'd say so.

            Another thing that got me listening...maybe because I probed...

            was they built a good connection because.

            Even though I told them I was already with their company...they offered to "save me money"

            They used the "Even though you already use us" I can offer you a "retention guarantee"

            Followed by "How much are you spending?...I can save you XXXX"

            The first part of the pitch he explained how he used to work in a sales room selling phone services but the owners were "unethical" because the conflicted with his idea of "saving the customer money"...and he knew that there was a saving to be made...

            On review of how he got past the gatekeepers I'd say the "Official" looking lanyard helped..

            He did leave with leaving me with a cliffhanger...

            "I may have a solution that could beat your's by XX per month....but..."

            "I can't show you now.....I need to get authority from my area manager...."

            He returned about 2 hours later with a better deal.

            Things to note...

            The authority "ID and name badge" got him past the gatekeepers.

            Second...when he "came back"....the gatekeepers offered no resistance because they thought he was "asked back"

            Maybe walk-in twice???
            Love this post and the name tag/lanyard idea.... Not so sure about the "gotta get approval" gambit. Did he get the sale? Did leaving and coming back with the new offer make a difference for you? Couldn't he have just made that offer on the first visit?

            The more I think and type though... maybe creating "anticipation" makes the difference. ???

            Thanks again Oziboomer! Very thought provoking.

            Chris
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          • Profile picture of the author Underground
            Originally Posted by Oziboomer View Post

            Had a great walk-in from someone trying to sell me Electricity this week.

            I was already with their company....but...

            What got them past the gatekeeper...and I've been thinking about this... was...

            They had a name badge on plus a lanyard with ID.

            Can you leverage that?...I'd say so.

            Another thing that got me listening...maybe because I probed...

            was they built a good connection because.

            Even though I told them I was already with their company...they offered to "save me money"

            They used the "Even though you already use us" I can offer you a "retention guarantee"

            Followed by "How much are you spending?...I can save you XXXX"

            The first part of the pitch he explained how he used to work in a sales room selling phone services but the owners were "unethical" because the conflicted with his idea of "saving the customer money"...and he knew that there was a saving to be made...

            On review of how he got past the gatekeepers I'd say the "Official" looking lanyard helped..

            He did leave with leaving me with a cliffhanger...

            "I may have a solution that could beat your's by XX per month....but..."

            "I can't show you now.....I need to get authority from my area manager...."

            He returned about 2 hours later with a better deal.

            Things to note...

            The authority "ID and name badge" got him past the gatekeepers.

            Second...when he "came back"....the gatekeepers offered no resistance because they thought he was "asked back"

            Maybe walk-in twice???
            That's interesting to say the least.

            If the close is there on the first call and an experienced salesperson could tell they had one, I don't know if I'd risk coming back later. I get Claude's argument on that.


            But, in the majority of cases, I'd say you would need to call back again, for services where the awareness of the buyer on a 5 point scale from oblivious to highly aware and ready to buy is at the lower end, then a cliff hanger like that is vital to keep the desire and curiosity, especially one where you've been given a powerful pitch like the guy gave. It could be a cock and bull story about working in the phone room but wanting to make the change so he could really help people, or it could be genuine. Whatever it was, coupled with the idea he could possibly save you money without anything more involved than just getting the OK from his boss, this guys knows what's he doing.

            Everyone should adopt the badge and the Lanyard or branded uniform of some sort. The energy company I worked for gave us them and branded clip boards and later jackets. And the difference between having them and working for companies who didn't provide them is massive in the amount of people who let you get the rest of your pitch off and proceed to find out more.

            A powerful authority play, looking and sounding official, and I'd say the reaction from your gatekeepers that ''this is someone important so I'd better put them through'' would be very common.

            There's a great company here in the UK who do leaflet distribution in a unique way.

            They have a premium service where they'll where your company uniform and branding and will give a little elevator pitch to businesses when dropping of a leaflet of some info, basically get your offer out there to hundreds of businesses a day.

            The wearing your uniform and giving a little pitch costs more than their usual fee of just leaflet dropping, but I would even think of using the service without those branded elements, especially after the reminder of how powerful it was in action in your example. I'll speak to them about ID badges. That gives a level of officialdom that will instantly remove the skepticism barrier in a lot of cases.

            There's certain in positioning yourself as an authoritative, important person with important, relevant information and being skilled enough to convey that in your demeanor.

            I'd be curious to know why the guy split it up like that. It's sounds like a ploy. And one he must know works.
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          • Profile picture of the author tryinhere
            Originally Posted by Oziboomer View Post

            Even though I told them I was already with their company...they offered to "save me money"
            Tapping doors a few moons ago now, my first lines were small intro / name " and I am here today to see if we can save you money on your power bill, allowing you to keep more money in your pocket" / continue

            Those words right near the very first words spoken, opened many doors and allowed for many conversions, and yes lanyards were in play.
            Signature

            .

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  • Profile picture of the author Oziboomer
    When he returned he had an offer that n the face of it was more expensive but if payment was mad on time there was a discount plus the ongoing rate was fixed for three years with no exit fees on the contract.

    In my area the BASE electricity price is Govt fixed until 30 June this year so there are plenty of people selling long term contracts..

    Unfortunately for the sales guy I was well versed on the neighbouring States deregulated rates so I will wait until 1 July and then negotiate if I need to.

    The authority angle (badge and lanyard) was powerful from a positioning point of view and that is why I shared the suggestion.

    ...anyone can make a similar device and create authority at will...

    "Chris Gable"... Executive Actuary at Chris Gable Enterprises INC" Business Cost Saver Expert"....

    You get my drift...
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    • Profile picture of the author Chris Grable
      Originally Posted by Oziboomer View Post

      "Chris Gable"... Executive Actuary at Chris Gable Enterprises INC" Business Cost Saver Expert"....
      I absolutely get your drift!!!

      Thanks!

      Chris
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