Walking in Cold Approach

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I'm thinking about approaching several businesses tomorrow, to try and sell them on SEO and web design. What should I bring with me? Do you guys have brochures, a binder, or anything else which helps the sales process?
#offline marketing #approach #cold #walking
  • In your case I'd bring a small laptop or big cellphone if possible, with a portfolio, and of course show some of your SEO success. And a business card with a QR code that links to your site to end with "wow" factor.
  • I agree. Make them notice you, and that you are good with techology. Have a phone, and maybe a bluetooth headset on at all times Bring some paperwork, and something to show them that you have done before maybe, or just to prove to them you are good.
  • I'm thinking about approaching several businesses tomorrow, to try and sell them on SEO and web design and sale or purchasing is help to seo services
  • Do NOT do this to business owners.
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    • Cold Calling would be better, set up a meeting, then meet the owner, just my 2 cents.
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    • worked for me
  • mgtarheels is right ... bad idea.

    Most business owners will see you as an interruption to their busy day.

    Try postcards, dropping off sales letters maybe or telemarketing ... anything BUT walking in cold.

    Find a way to get their attention so that they will WANT to talk to you.

    Keep in mind that business owners are constantly under siege from salespeople all day long. Everybody is trying to sell them "the latest greatest idea to make their business more profitable".

    Find a way to stand out from the crowd so that they'll come to you versus you going to them. When you figure that out, you'll be KING of your niche!

    One way to do that is to create a "Special Report" containing information that they would find immediately useful and valuable. Give them some information that will grab their attention and pique their interest and cause them to view you as an "expert" rather than just another sales person off the street.

    I've done the door knocking and sales pitching and I can tell you from personal experience that it SUX! No matter how good your product or service, you're still an "unannounced interruption" when you walk in off the street.

    I'd recommend you get out a pen and a piece of paper and do a little brainstorming. Just start writing down everything that comes to mind about: Who is your customer? What are their needs? What can you tell them that they would view as valuable information ... information that would showcase your expertise?

    Get that into their hands and then let them come to you for more information!

    Create a "lead generation" tool and a method to get it into the hands of your prospective customers. Give them a reason to want to talk to YOU versus everyone else that's trying to get their attention.

    Mike

    Look at it from the perspective of your prospect.
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  • I would much rather approach a business face to face than cold call them on the phone. It's far too easy for them to just say 'no' and hang up. If you dress smart and have a respectful attitude, most of them will listen to what you have to say. I don't like the backpack approach as someone already said, it makes you look like a peddlar - not a good look if you want to be taken seriously. Sending a letter or postcard first is a good idea, then your approach isn't quite so 'cold'.

    I'd rather die than cold call someone
  • @bizzybea

    John Durham has a really good audioseries about 'cold calling'. as for wanting to die than cold call, its not the most pleasant experience cold calling but a rejection on the phone is much easier than a rejection face to face.

    plus..why not combine the 2..research and call your prospect..give him your details and book an appointment..then your appointment give him the full pitch. its the method I've been using .fairly new to it all but I have managed to get about 2-3 appointments since starting about a week or so ago.
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    • Thanks, I just had a look at that. I might try it sometime because I really would love to have the confidence to cold call people! It would make life a lot easier, since it takes so much longer to approach a person than it does to call them
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  • Dropping in without an appointment is an awful idea if you expect to actually talk with a decision maker. You can drop in to drop off company literature and maybe a promotional gift (hint hint).
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    • wow..real good advice. thanks guys

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  • Bring a printout of Their Competition... Maybe their website or google places list of their niche and show em they are nowhere to be found... That'll grab their attention!
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    • This is actually extremely effective.

      Kind of a combination of all the ideas listed in this thread....

      Those that know me... know... I love cold calling... why?

      Because it's hella effective... (hella is a Norcal phrase... don't know why that came out, maybe because I travel too much...)

      Anyway...

      You mentioned having a particular niche... that is good. You can compile a list with the business owners names via Manta.com or via the Secretary of States Business filings website. Whatever....

      If there is less than 100 businesses in your area in that particular niche...

      Call them up and say something of the like... "Hi, _______... My name is ______ and I am _____ I was wondering if your businesses website was bringing you traffic like you thought it would?"


      "Really, well if you have about 5 minutes I'd like to buy you a cup of coffee and share a way to make your website an asset that makes money vs. an expense... I am going to be in your area tomorrow between 10am and 1pm, would either of those times work for you?"

      THIS IS JUST AN EXAMPLE SCRIPT      ... There is a forum totally dedicated to calling businesses and it's free to join... The Telemarketing Forum - Index
      There are plenty of scripts over there for you to choose from.


      This will open the door for you and you don't walk in dead cold....

      But... you may not have what it takes to pick up the phone... Nothing personal. There are those out there that don't. No biggie...

      Picking up the phone and calling them gives you an opportunity to establish interest right off the bat. AND... it also is a form of proactive marketing.Also you can reach out and touch WAY more people in 2 hours on the phone than you can driving all over town.

      The ones that aren't interested when you call... you go see them anyway. Why? Because you planted the seed by calling... This way you go out swinging with each and every phone call. AND... because you made the list to call with, you know who to ask for when walking in cold.




      Starting out... I would walk in with nothing but a smile... Now I have changed it up a little. (This is if I set the appointment over the phone, I usually don't walk in cold.)

      It is really easy to go to the Dollar Store and get a plastic presentation folder... $1. Then print out the first page of Google for their specific niche. This is why I think it is good that you are only targeting one niche.

      Then use the google keyword tool to display the amount of searches every month for said keywords related to their niche... You can use Jing (free) to capture the image and make arrows pointing to the search volume, then adding a little note. "This is the amount of potential customers you are missing. Call me right now for more information (PHONE NUMBER)" Then print and add to your $1 folder...

      You may want to photoshop a pic of you and your company logo onto all of these pages.... but totally optional. You do want a call to action, benefits, urgency, and contact info though. I prefer to put my face out there because it is a proven marketing principle that works... ask any lawyer or real estate agent.

      In your folder insert a sales letter, the search volume... the proof that they aren't on Google Page one... and maybe some statistics on growth of internet usage, blah blah blah...

      Then insert a page asking them to set the appointment (the close), or you could direct them to a custom video of a critique you did on thier website, or something or another... a SPECIAL OFFER JUST FOR YOU. kinda thing. Whatever...

      And whatever it is... create urgency... act before March 1st (two weeks is a good time frame, I have used it for several years in several different businesses) for our "whatever discount"

      Why go through all this trouble...?
      Simple really... you have just created a marketing piece / sales presentation tool. EVERYTHING WE DO should be a form of marketing. Right down to the clothes we wear.

      If they are there when you walk in...
      Great... You can give them a quick presentation right out of the folder, build the value in your service, overcome any objections, then ask for the sale. BAM... money in the bank.

      If they are not there when you walk in...
      No biggie... just leave the folder, say you have a special deliver just for _______. Please let him/her know I came by.

      Be real nice... (Guess that's kind of a given:p)I have been known to let the gatekeeper know my intentions and make them an affiliate of sorts... Quickly explaining what I am offering, then letting them know if the owner signs up for my services, I will pay you $100 cash. Or you could carry around a Gift Card to PF CHANGS, or some other popular spot that everyone knows, and say I'll buy you and your loved one dinner -while showing them the card. This is also EXTREMELY effective because the business owner will listen to him/her and trusts their opinion, usually. (Always use the words, "if you can help me out" when doing this... people like to help other people.)

      Now what? You wait 48 hours, then call...

      "Hey _____. I left a free report with your receptionist and just thought I would give you a call and see if you have any questions, comments, or concerns?" (This time when you call you and the receptionist are friends and she will let you through because she has a vested interest in you closing the deal.)

      Can't get a hold of them? Send a personalized hand written "thank you" card. "Thank you for looking at my report, just thought I would see if you had any additional questions or if I could be of service in anyway." Insert two business cards inside the envelope. Why two? You never know when they may not be able to afford your offer at the moment or have too much going on. After all, they are running a business. But they may pass on your card to someone else in need of your service... but want to keep one of your cards for later.

      Pretty easy... the only thing I didn't cover here... asking for the sale. That is only because I don't know what you are pitching and there are too many variables.

      So we as marketers know... you should have AT LEAST 5 streams of marketing going at any given moment if you want to be successful. Right?

      So...

      1. You cold called...
      2. You walked in...
      3. You hired an insider sales affiliate...
      4. You left a presentation...
      5. You called warm....
      6. You sent a thank you card...
      7. You gave them 2-3 business cards...


      I would have to say that is 7 attempts that should be taken with each and every client. Maybe this is why I have such a high closing ratio... I don't know.

      On a side note: If you get the deal before you send a card... send it anyway, with a personalized hand note about one of your conversations you had... This will increase referrals and lock you in with a KUNG FU grip with that customer.

      Don't get offended when they don't come beating down your door. You really have to keep in mind, people are busy. So you may not hear from someone for some time.... but that's ok... and that is why you keep following up with each and every prospect you get.

      With the presentation folder, color ink printing, paper, thank you cards, stamps, and business cards you have between $5-$6 invested in each prospect. But keep in mind... one deal will pay for a 100... and you will be able to keep your funnel full....

      A lot of people keep going after the new fish and forget to feed the ones you already have. If you keep feeding them... they will grow.

      I wish you the best and look forward to hearing about your success.
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  • I've heard both methods work equally the same. I've never actually tried walking in cold off the street, I have made a ton of cold calls and have had success. Though, I am considering making some packages to drop off with a variety of different local businesses.

    I am going to approach it in a different matter. I'm going to cold call the business first and ask if it's alright if I just drop off some information. If they say, yes? Then that is my, "in" and now I can put together a quick presentation to possibly show them when I drop off my literature.

    - TC
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    • I'm not a fan of walking in cold off the street and going for a hard sell; here in New York that can get you a real earful and that's seen as an intrusion to business owners as stated above.

      You need to find a way to get them to come to you instead of the other way around. Once you get a client ask them for referrals, if you're good at what you do they will come to you.
  • If you think that you're going to walk into a small business and impress the business owner with a sales pitch on the spot, you obviously don't know much about small business owners. The best you can hope for is an intro and a meeting at a later time convenient to the business owner, not convenient to you because you decided to grace him or her with your presence.

    But I won't discourage you from doing it, sometimes people need to learn lessons on their own by just doing it.

    Good luck.
  • Read post number 19 on the following thread. I remember this post because it saved my butt once! and helped me pay my mortgage. Only I called and set the appointment first, but if George says he walks right in, I believe him.

    http://www.warriorforum.com/main-int...desperate.html

    Better yet; here it is:

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    • That has to be one of the best threads EVER... I just went through and read the WHOLE thing... there are so many nuggets of information in there...

      Thanks John.
    • That is Gold haha!
  • Walking in cold will be received differently by different businesses. I do it for auto repair shops and it works well. They guys are down to earth and the owner is usually at the front desk.

    The only thing I bring in with my is my tablet pc (Small one), and a flyer. Like others said here, my goal is only to introduce myself set up a time to come back that is convenient for them.

    Also, if they are busy with a customer, I never interrupt. I just leave my flyer and then come back later after visiting other shops.

    Now, walking in cold to a lawyers office, an insurance agency (I work at one) or other professional services doesn't work well. I can't stand people that walk into my business, but then again, they all have the same crappy ideas and pitches. If you have a unique idea that can make them money, then people don't mind listening.
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    • Banned
      ABSOLUTELY! RIGHT ON!

      I've been selling advertising programs for many years and I learned long ago that...."it's too easy to say "No Thanks!" on the phone. I sell FULL Color advertising programs (Ads on Pizza Box Flyers, Ads on TV Channel Guides in Hotel Rooms, Ads on Restaurant Menus).....and....one of my latest and best....

      "VIDEOS ON SPEC!"

      I discovered that most restaurants TAKE GREAT PRIDE IN THEIR INTERIOR DECOR! They want the INSIDE of their restaurant to be IMPRESSIVE! They spend LOTS of money and Time....on their Interiors!

      However....potential diners do NOT SEE THE INTERIORS....until they are INSIDE the restaurant.

      So....knowing this...I made up a Sample PhotoStory Video (free from Microsoft) by taking digital photos of the outside of the building, the Sign and.....the INTERIOR of a local restaurant. Put together a Slide Show Video with an Opening Screen....photos with nice transitions....and appealing Background Music. WHALA! About 10 photos....for 90 sec video.

      I then burned a DVD and put it in my Portable DVD Player and walked into restaurant...asked for the owner....told him I'd like to "Show Him A Sample Video that Could Help him get more business." He was eating a late lunch at the bar so I plopped the portable DVD Player down, opened it and hit the Start Button!

      WOW! Bango! Bingo! Bongo! I thought the guy was going to come "UnGlued"! His mouth dropped as he SUDDENLY REALIZED WHAT he was looking at. A way for potential Diners to SEE THE INTERIOR of HIS restaurant.

      I then asked if he had any objections to my taking some digital shots and put together a Sample Video for him....at NO obligation.

      He agreed. So, I took some shots...went to my office and made up a 90 sec video....burned a DVD....plopped it into my Portable DVD Player and went back the next day at the same time. Sure nuff...there he was, sitting at the bar, eating his lunch.

      I greeted him and set the Player down and hit the Start Button and...once again....the guy's mouth drops open and a BIG SMILE comes across his face as he says those "Magic Words" indicating he's Interested.

      "How Much?"

      I tell him the price for the DVD....plus an additional for uploading to You Tube and an additional fee for uploading to 17 other Video sites plus a monthly amount to be included in my "Areas Best Restaurants" website.

      He says; "I'll take the WHOLE ENCHILADA!'

      So....if I had tried to see this guy by Phoning or sending a Sales Letter or email....he would have NEVER seen it and I would NOT have had a NICE SALE!

      Again....I learned long ago....to make money in MY "Sales Arena" (selling ad programs)....I MUST....Jam my Sample into my prospects Hands or Put them IN FRONT OF THEIR EYES! Trying to explain a Full Color Video with Text and Music....is like trying to "explain" one of Michaelangelo's art works! Can't be done.

      So....give me all the reasons why "Walking in Cold" doesn't work while I go about getting 2 Video Jobs a DAY....by SHOWING my Samples!

      Midas Man
  • GREAT info here!

    I just read the entire string also and picked up many nuggets to use (and some definitely not to use!!

  • Swagdale

    How did you get on with your cold calling?

    Cold calling is TOUGH and I don't have the confidence to do it. I wish I could be a superstar like John Durham, Andrew Cavenaugh etc. but I'm too shy and come across as awkward which doesn't make a good impression.

    I'll send you something that I personally use to get my offline clients which works for me. I think you'll find it useful and it might get you more customers.

    Look out for your PM

    Regards

    Gary
  • Cold calling is awkward for EVERYONE at first... but if something else is putting money in your bank, I say do that instead. If not... the phone is always there for you, and there is always business for you waiting on the other end of it.
  • I have never really tried the walk-in approach. But I have used cold calling and it works.

    Main reason why I haven't tried the walk-in approach is because I wouldn't want to look like some weird sales man trying to squeeze in a sales pitch, and if I did end up doing it I probably would just do a quick intro and take/leave a card as mentioned earlier in the thread.
  • I have done sales for over 15 years in small and Fortune 500 clients. Much of my job was to do cold calling and approach companies cold. Its hard when you are walking in cold to big companies but for small business owners. It is extremely easy and simple. Just be prepared and have a good offer. Your focus should be what can you offer them- rather then please buy my goods. If you build enough value through images, charts, numbers and estimates- you can wow any business owner.

    Also most of the sale is about building relationships. When you approach any business owner it is best to try to establish small conversations and build naturally- go in as a potential customer and get them talking to you and then perhaps discuss your SEO after.

    You can go to any printing company to get brochures made. Business cards as well, have an order form made from Microsoft Word with prices and special prices for them.

    Also many times with my clients, most said no in the beginning. I approached many over and over until they said yes. You just need to be strategic about it. When you approach mid size or larger companies its best to have a name prepared before walking in or else you will sound more like a soliciter then a relationship sales builder.

    Hope this helps- sounds like you have a great idea, most would never do.

    Simon
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    • Banned
      I've been 'Walking In Cold" for 30yrs and selling 1 out of every 3 small business owners I show my Programs to.

      Sure....once in a while I get a rude-crude-dude but...for the most part, small biz owners are cordial and courteous and OPEN to "...a New Idea to Help you get more business!"

      I've also noticed that the "rude-crude-dudes"....on average....are out of business withing a year.

      Midas Man
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  • This thread is epic funny!

    Here's the thing, you have people who say go for it and you have people who say don't do it ever.

    If your telemarketing or walking in its still a numbers game in the end.

    When you call on the phone your going to get shut down, when you walk in personally your going to get shut down.

    Which path are you most comfortable with? Phone or in person? Figure out which one and stay that course.

    When it comes right down to it, if your calling on the phone or waking in, BOTH are an uninvited intrusion.

    Take the advice on here that works for you and ignore the rest.
  • Right on. I can't believe some say to avoid this like the plague. Is it the best approach? Well it is very good if you need results FAST, but obviously it's not the only method, and certainly not a way to do it continuously IMO.

    Midasman obviously has success with it, but he's probably very good at it too.

    I found out doing this face to face that I got the best feedback and pulse on my market. But, I rarely closed anything, and there were a few rejections I took personally. And it takes a long time.

    I prefer cold calling than showing up unannounced, and of course I prefer a lot of methods more than these two! But to say they don't work is untrue.
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    • I absolutely agree with the last part....


      Actually.... I am getting better and better at closing over the phone but it is a skill that needs practice.

      There is something to be said about looking a prospect in the eye.

      You can judge so many different variables solely on body language that you can't see over the phone, Or GoToMeeting.

      Cold calling to get the appointment, then coming in and looking them in the eye... has proven to be successful for me. Just sayin.
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  • I should to say SEO is not a easy job...
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    • Our family owns a large company. I would never just approach a business owner. They are too busy and you are not going to get a good response. My father never talks to anyone, I do, or one of the other family members. I would make an appointment first. We also deal with alot of other companies and definitely an appointment. Wish you all the luck in the world.
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    • sitting behind the computer, easy.

      Getting out there and convincing people you can bring them more customers from sitting behind a computer, hard.

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  • Makes sense.... A proven and time tested principle. Not a theory.... or flash in the pan....
  • I have walked into large and big businesses and never had a problem getting a foot in the door.

    You just need to be confident and present yourself professionally.

    Keith
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  • I'll talk to walk ins, if I have time. The trick for walk ins is to understand sometimes the decision maker is actually busy. I'm a big fan of cold call for the appointment.
  • If you're going to walk in cold you gotta be hot...I don't mean good looking but hey

    that might help. By hot I mean prepared. This is what I would Do and Have Done.

    1. Get a website Relevant to the business that you're targeting on the first page of Google. I hate backlinking so I outsource to a VA for $2.33/hr. It's not hard to get a local business on the 1st page.

    2. Once you have that done then walk in cold and tell them that you have a website
    on the first page of google and also let them know how many searches they get per
    month. And if they convert at 10% they'll make xx more per month.

    3. Tell them that you'll give them a free trial for 2 weeks or a month. So you put their info on the website and make sure you have an opt-in form. Then you show them the
    results and that you're the real deal

    4. if they say no it's ok because you now have an ASSET! A website on the first page of google.

    Again if they say no just hustle and let other relevant businesses know about your asset via postcards, letters, cold calling, walking in cold, chamber of commerce events etc.

    Someone is bound to say YES especially if you're offering a free trial. Hell even give it to them in exchange for some referrals that way you'll have a warm introduction.
  • If you do walk-in cold calls then you will need to see many businesses before you'll strike one that has the time to listen two you. It's basically a numbers came. In my experience for every 10 you walk into, only 1 will be willing to listen to you ie, 10%.
    Remember to always leave your card/brochure with the other nine businesses and always try to pick up one of their cards for your future reference.
  • This is the reality about it. Cold calling won't be as effective. There's a very limited amount of businesses in the niche I want to target, so cold approaching seems like a better choice since I'm a pretty outgoing/friendly person.
  • Cold Approach is Good and that is way to to get more business. After calling customer we can set an appointment only. There is no other way to set an appointment. In call we have to convince them for our product and there usage. If we made this then only they are ready for appointment and after that all responsibility of the sales agents of company to handle customers.
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    Walking in Cold Approach

    I'm thinking about approaching several businesses tomorrow, to try and sell them on SEO and web design. What should I bring with me? Do you guys have brochures, a binder, or anything else which helps the sales process?