Cold Calling Let Me Count The Ways

by Lopaca
66 replies
I have noticed recently a lot of activity in the forum about Cold Calling and I wanted to offer up a little of my many years of experience in particular for those who are new to the game.

So let me offer a little of my background and what gives me the right to address this issue.

I have been in the Marketing business since 1974 and have owned my own agency since 1995. I produced and sold a phone calling system that we sold to major Auto Groups all over the US. They included The Penske Group, Auto Nation, The Larry Miller Group, Van Tyle Group and many small independent auto dealers. I have done workshops and seminars all over the country and in Canada covering all forms of marketing including cold calling and most recently on the subject of Retention.

OK so I guess I am somewhat qualified.

First I want to acknowledge that there are a few well qualified folks here in the forum who have extensive backgrounds in cold calling and who have been very successful doing so. My kudos to them and I expect I will get some disagreement from them on this subject.

Alright let's get to meat of it.

Cold Calling "Sucks" but it is one of the most effect ways to start a sales approach.

No one likes cold calling. I can't imagine that there is anyone who can't wait to get out of bed in the morning and start calling businesses to try to sell something. Now there may be but if there are I think they may need a little couch time.

I base that fact on the way that cold calling has been done for the last twenty years and I'm sure many calling services and phone rooms at the major corps will continue to use the same approach till someone shows them a better way. It gets results so why fix it if it aint broke, right?

So, here is my spin on cold calling. Cold calling is a pain both for the caller and the person being called.

First let's talk about the person receiving the call. People don't like to be sold. They want to feel that if they spent money on something they did so because they were in control. It was their decision to do so not because they were sold. Receiving a cold call interrupts what they perceived as more important at that given moment and that upsets them. Puts them in a negative receptive condition. (not a good position if you want them to be receptive to an offer) Regardless what you are calling about their state of mind is defensive. Walls are up.

As a caller you can see from above what you must overcome before you have an opportunity to say one word. You have to be on the offensive right off the bat. That sort of push pull in most cases will result in "No I'm not interested" As a caller you have to have thick skin to get beyond the "No's" and move on to the next call. Tough way to make a buck. There is a better way and I'll give it to you here. I could probably make a WSO and sell it but that's not my gig. Hope it works for some of you.

Here ya go and it is so simple I'm surprised that more people are not seeing how easy it is to make phone calls and get appointments and sales over and over again.

I guess it's my years of experience that has taught me that successful sales is a matter of simple deductions about my prospect and what will get him to take action on my offer.


In order to get your prospect to openly listen to my offer I need to know what will motivate him to do so. What is his WIIFM? (What's In It For Me) Now, how can I immediately get his attention with his WIIFM and then tie that to my presentation? You will be surprised at how easy it is to do just that.


If you wanted to buy a new car and you called all the dealers in your area to get pricing and see what kind of inventory they have and colors and so on would you not be the one who is in control of the conversation with the dealer? Your the one spending the money so you are in control. Isn't that phone activity easy? You control the direction that the call goes.

So, how do you have the same kind of control when your the seller not the buyer?

Answer: Be the buyer!!!

Before you call a client know what motivates him. What kind of business is he in? What does he sell? How does he make his money? What is it that he wants?

Pretty easy questions to answer really they all boil down to more sales, more customers and he wants to grow his business.

Most cold callers today use the same tiered call approach and most businesses will see that your a sales call and will do whatever to get off the call. It's just a fact. They don't want to be sold and they know that is your objective. It's not theirs.

Get rid of the old "Hi Mr. Jones, Is this a bad time?" or "Do you have a moment that I can tell you about???" and there are numerous other opening lines. If you want to present to 90% of the decision makers you reach, you need to open with their WIIFM.

Here is a quick script that I posted on a couple other threads so it's not new but it works.

Rather than calling and immediately going into your presentation go thru the back door. Appeal to the mans interest (WIIFM) by asking questions about his business the minute he picks up the phone.


"Hello Jerry are you the owner of Cool Carpet cleaners?

(Yes, how can I help You?)
Could you tell me do you do large commercial accounts?
(Oh yes we sure do)
Well, maybe you could tell me how tight your present schedule is?
(We stay pretty busy but we can always handle more)
So if I was to bring you say 4 or five new jobs per week you could handle that?
(Sure No problem)
Well Jerry your a life sent. My name is XXXXXX would you right that down for me? My number is 555-1212 I'm actually about 50 miles away from you but I would like to discuss how we might be able to do some business have you got a few more minutes?

OK I think you get the idea.


Don't call your prospect trying to sell him something. You know and we know he could use our services but he doesn't and until you make it something that meets his WIIFM he isn't going to listen or faintly be interested in. Get the conversation going because there is something
IN IT FOR HIM not you.

I would suggest you try this approach and see what your success rate is but I can assure you that if you use this call technique you will reach more decision makers with your presentation, make more appointments and close more sales over the phone than you will using the old calling scrips.


Do business with your prospects don't try to sell them.


Well I hope this helps some folks out there. This is not the holy grail of cold calling but it works and it is, in my opinion, far more professional.


Please comment back on your results if you try this and hey I do have thick skin so if you don't agree go ahead and say so. I'll still respect you. (Just won't talk to you again)


Just a little (or a lot in this case) advice from an old marketer

#calling #cold #count #ways
  • Profile picture of the author Jason Kanigan
    Well that's one way you could do it, Robert.

    Or you could intelligently sort your prospects into people you do and don't want to talk to.

    Also, there IS a way to get past that headtrash and panic...but it's not well-known.

    Thanks for your post, because every little bit helps.
    {{ DiscussionBoard.errors[6781439].message }}
    • Profile picture of the author Lopaca
      Thanks Jason You are one of those I hold a high degree of respect for and I applaud your help that you offer in these forums.
      Signature
      Lopaca
      Get the Free Training You Need to Become an Offline Marketing Expert. Learn how we make getting local clients easier and how to keep them longer.

      {{ DiscussionBoard.errors[6781467].message }}
  • Profile picture of the author Jon Martin
    First of all, thanks for taking the time to write up this thread. I enjoyed reading through it for the most part, even if we don't see eye-to-eye on everything within.

    No one likes cold calling. I can't imagine that there is anyone who can't wait to get out of bed in the morning and start calling businesses to try to sell something.
    This is untrue, and definitely quite the assumption. I'm 16 years old. I sell websites. I'm offering something, and I'm hungry to connect with people of whom have an interest in said service. I'm ambitious. I understand the potential there is for making money within one simple cold calling session. I love it. I like connecting with people.

    I worked in a call center part time, and it was FULL of miserable adults - It was rare to see somebody smiling in my place of work, yet I always did my very best to put a smile on my face and drive as much positivity and confidence into every single call as I could without over-doing it. & guess what? I was breaking company records and destroying my fellow colleagues in terms of conversions. Why was that? Because I was passionate and I didn't call with a half-assed attitude.

    I think that is the main reason telemarketing is so-often equated with misery and negativity is because of the fact that people making these cold calls aren't willing to truly get their head in the game. It's all about perspective. I consider every dial to be a massive opportunity - and I love doing what I do.

    You can make your assumptions but keep in mind that the people who hate cold calling so much are generally the ones who suck at it. On the other side of the spectrum, those of which enjoy cold calling are typically quite good at what they do. In most cases, at least.
    Signature
    "Be the hero of your own movie."
    {{ DiscussionBoard.errors[6781485].message }}
    • Originally Posted by Jon Martin View Post

      First of all, thanks for taking the time to write up this thread. I enjoyed reading through it for the most part, even if we don't see eye-to-eye on everything within.



      This is untrue, and definitely quite the assumption. I'm 16 years old. I sell websites. I'm offering something, and I'm hungry to connect with people of whom have an interest in said service. I'm ambitious. I understand the potential there is for making money within one simple cold calling session. I love it. I like connecting with people.

      I worked in a call center part time, and it was FULL of miserable adults - It was rare to see somebody smiling in my place of work, yet I always did my very best to put a smile on my face and drive as much positivity and confidence into every single call as I could without over-doing it. & guess what? I was breaking company records and destroying my fellow colleagues in terms of conversions. Why was that? Because I was passionate and I didn't call with a half-assed attitude.

      I think that is the main reason telemarketing is so-often equated with misery and negativity is because of the fact that people making these cold calls aren't willing to truly get their head in the game. It's all about perspective. I consider every dial to be a massive opportunity - and I love doing what I do.

      You can make your assumptions but keep in mind that the people who hate cold calling so much are generally the ones who suck at it.

      now this is awesome:

      a 16 yr. old and a guy who's been around the block

      ready go.

      be productive, strive to help others, drop the ego, and talk business.

      P.S.- If your in marketing - it's not where you've been, it's where your market is going

      P.P.S. -JON, if i was in that room you were at I would apologize for being senile and socially irresponsible.
      IMO
      {{ DiscussionBoard.errors[6781498].message }}
    • Profile picture of the author Lopaca
      Love your attitude Jon and you will go far. My point was that it takes a certain type to see the value and then make the most of it but by in large cold calling is not something most people look forward to. I do think too that is because they are not really good at phone work. You obviously enjoy it and see the positive results it can bring.

      Keep on keeping on and thanks for your comment
      Signature
      Lopaca
      Get the Free Training You Need to Become an Offline Marketing Expert. Learn how we make getting local clients easier and how to keep them longer.

      {{ DiscussionBoard.errors[6781578].message }}
    • Profile picture of the author Claude Whitacre
      Originally Posted by Jon Martin View Post

      This is untrue, and definitely quite the assumption. I'm 16 years old. I sell websites. I'm offering something, and I'm hungry to connect with people of whom have an interest in said service. I'm ambitious. I understand the potential there is for making money within one simple cold calling session. I love it. I like connecting with people.
      Jon; 16 years old and already a responsible businessperson. I applaud you.

      I sold well when I was in High School too. I really think (I'm middle aged now) that you just haven't gained that "Selling is unnatural and cold calling is evil" mindset that usually comes when starting a selling career later as an adult.

      I never developed that mindset,but have seen it in the vast majority of new salespeople when starting selling. I'd wish you luck. But I don't think you'll need it.

      Robert Kimsey:

      Thanks for sharing your approach. I use almost the same one with success.

      Although I no longer enjoy cold calling, after the first call it flows easily.
      Signature
      One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

      What if they're not stars? What if they are holes poked in the top of a container so we can breath?
      {{ DiscussionBoard.errors[6815809].message }}
  • Profile picture of the author Jon Martin
    I forgot to mention that I wasn't trying to sound cocky in any way when describing how I dominated within the call center realm -- just providing the story in order to get the point across! I'm a humble guy, promise! haha.

    Thanks, Kirby! That's the plan.
    Signature
    "Be the hero of your own movie."
    {{ DiscussionBoard.errors[6781531].message }}
  • Profile picture of the author Bayo
    Originally Posted by Lopaca View Post

    Cold Calling "Sucks" but it is one of the most effect ways to start a sales approach.
    Great post and correct on both points. With so many other methods available, cold calling really should not be anyone's first choice.

    Corporations and medium to large sized companies have deep pockets, so even based on numbers alone, they can make it work for them. For the average local business consultant, I remain unconvinced that it's not going to be a soul destroying activity.

    Plus, when we approach clients to help them with their business development and marketing, it's very rare to advise them to lay emphasis on cold-calling because, while it can and does work, we as professionals, know there are other more effective ways to attract business.

    Great post and perspective.

    Bayo
    {{ DiscussionBoard.errors[6781632].message }}
    • I will listen to want jon says.

      he is our future
      {{ DiscussionBoard.errors[6781672].message }}
    • Profile picture of the author Lopaca
      Thanks Bayo.. Even large to medium sized businesses are starting to look at different alternatives. I recently had a meeting with a F500 company that is looking to improve the numbers as they are seeing their call to presentation numbers are actually dropping. I could go into all the analysis we talked about but this is not the forum for that. Many big companies are looking to pre-call incentives to get clients to contact them vs cold call activities. Hubspot is a good example as they offer various ebooks for contact info as well as free trial offers to get potential clients to become involved. This is all pre-call which makes the presentation to sell a much higher number.
      Signature
      Lopaca
      Get the Free Training You Need to Become an Offline Marketing Expert. Learn how we make getting local clients easier and how to keep them longer.

      {{ DiscussionBoard.errors[6781685].message }}
    • Profile picture of the author iAmNameLess
      Originally Posted by Bayo View Post

      Great post and correct on both points. With so many other methods available, cold calling really should not be anyone's first choice.
      There shouldn't be a first choice, period. Your marketing should have different streams of leads coming in anyway, but the phone and industry statistics are pretty apparent the phone is a very good marketing tool.

      Cold calling will always be used in my marketing... because it works, it's being proactive, you're going out and getting what you want instead of waiting for it to come to you.
      {{ DiscussionBoard.errors[6781868].message }}
      • Profile picture of the author Lopaca
        Originally Posted by iAmNameLess View Post

        There shouldn't be a first choice, period. Your marketing should have different streams of leads coming in anyway, but the phone and industry statistics are pretty apparent the phone is a very good marketing tool.

        Cold calling will always be used in my marketing... because it works, it's being proactive, you're going out and getting what you want instead of waiting for it to come to you.
        I agree you have to have numerous approaches to acquiring clients and I can't say you should use one over another. It's what works for you. I know several very successful people who do nothing but door to door but for me I have wore out way too many shoes for that but it does work. It's the old whatever floats your boat. If it works do it again and again and again.
        Signature
        Lopaca
        Get the Free Training You Need to Become an Offline Marketing Expert. Learn how we make getting local clients easier and how to keep them longer.

        {{ DiscussionBoard.errors[6781948].message }}
      • Profile picture of the author Jon Martin
        Originally Posted by Bayo View Post

        Great post and correct on both points. With so many other methods available, cold calling really should not be anyone's first choice.
        When I started doing cold calling on an individual basis I was broke. I didn't have any funds to invest into anything else. Cold calling was my first choice and it did wonders for me. Like IAmNameLess said - of course other methods need to be looked at; but it's my belief that cold calling has a place in the marketing world, especially pertaining to new businesses with 0 clientele. Not only is it a fantastic method to begin the introductory stage of growth, but it's a reliable resource for one to continue to utilize as their business continues to grow and expand. I'll always be seeking new clientele, and cold calling will be a method of mine for as long as it stays a viable resource in the marketing industry - and trust me, cold calls aren't going out of style any time soon.

        Originally Posted by kirbymarketingconcierge View Post

        I will listen to want jon says.

        he is our future
        LOL. Thank you for the kind words. Made me laugh as well. I'm just a kid who did his research and has decided to take action. Nothing special.
        Signature
        "Be the hero of your own movie."
        {{ DiscussionBoard.errors[6781993].message }}
      • Profile picture of the author luke1213
        Originally Posted by iAmNameLess View Post

        There shouldn't be a first choice, period. Your marketing should have different streams of leads coming in anyway, but the phone and industry statistics are pretty apparent the phone is a very good marketing tool.

        Cold calling will always be used in my marketing... because it works, it's being proactive, you're going out and getting what you want instead of waiting for it to come to you.
        I agree with Iamnameless. Cold calling is really the only way a person starting out with 0 budget can get results and put money in their pocket the same day. It might take a couple hundred calls but at least it's a start.

        Relying on other strategies to grow your business is smart because we all need to diversify and not keep all our eggs in one basket. But some of these strategies depend on the buyer finding you and many of them won't get you same day results like cold calling. If you call someone, they are usually in or out. You already know where you stand with that business owner.
        {{ DiscussionBoard.errors[6782117].message }}
        • Profile picture of the author Lopaca
          Originally Posted by luke1213 View Post

          I agree with Iamnameless. Cold calling is really the only way a person starting out with 0 budget can get results and put money in their pocket the same day. It might take a couple hundred calls but at least it's a start.

          Relying on other strategies to grow your business is smart because we all need to diversify and not keep all our eggs in one basket. But some of these strategies depend on the buyer finding you and many of them won't get you same day results like cold calling. If you call someone, they are usually in or out. You already know where you stand with that business owner.
          Yes your both right. A simple and affordable way for a newbe ( or anyone else for that matter) is with a good phone approach and that is what I wanted to provide with this thread, a simple, non threatening approach to making those calls.

          Thanks for the input guys.
          Signature
          Lopaca
          Get the Free Training You Need to Become an Offline Marketing Expert. Learn how we make getting local clients easier and how to keep them longer.

          {{ DiscussionBoard.errors[6782180].message }}
  • Profile picture of the author Lopaca
    Taking action on what you learn will prove far more fruitful than simply learning and taking no action at all. Winners take action. Jon I think you might be a winner.
    Signature
    Lopaca
    Get the Free Training You Need to Become an Offline Marketing Expert. Learn how we make getting local clients easier and how to keep them longer.

    {{ DiscussionBoard.errors[6782042].message }}
    • Profile picture of the author tedgichia
      Originally Posted by Lopaca View Post

      Taking action on what you learn will prove far more fruitful than simply learning and taking no action at all. Winners take action. Jon I think you might be a winner.
      Thanks for the great advice. I find this very helpful. Cold calling is something I'm learning.
      {{ DiscussionBoard.errors[6782203].message }}
      • Profile picture of the author Lopaca
        Originally Posted by tedgichia View Post

        Thanks for the great advice. I find this very helpful. Cold calling is something I'm learning.
        Your more than welcome and I hope it helps. Please let me know how it works for you and I'm sure others would like to know as well. Success breeds success. If your doing well with it others will want to try it too.

        Good luck with all that you do
        Signature
        Lopaca
        Get the Free Training You Need to Become an Offline Marketing Expert. Learn how we make getting local clients easier and how to keep them longer.

        {{ DiscussionBoard.errors[6782233].message }}
  • Profile picture of the author cash89
    A couple points I wanted to address:

    People who are not qualified to be cold calling should not do it, they give us all a bad name!

    Lopaca, the approach you mentioned would work in many cases.

    Overall all though the point is that you should be calling someone that would possibly have an interest in what you are selling before you even call. For example, getting more clients or for building a website (if you see they don't have one & it would benefit their business). If you are calling a shoe repair business to try and sell a vacation package, thats a whole different story, you should have your phone line disconnected.

    When you call these businesses YOU NEED TO QUALIFY! Not everyone is the right client for you so they should not be approached like that. What you need to do is to describe possible benefits to get their attention and then lead them in to questioning. If the questioning is done right, it will make them realize they need you.
    (Example) How do you stay in contact with your clients between visits?
    (biz owner) I don't
    (me) Well in working with other businesses like yours we've seen that not staying in contact makes it easier for them use another biz next time around.

    That kind of questioning may set off some light bulbs and can lead to a sale. It allows them to see holes in their operations they never knew about or realized. Thats the point of the questioning, find out if they are a good potential client for you, and make them realize that. As Lopaca said, don't sell to them. Make them realize they need you!

    Another thing about cold calling is that you get all the no's. I don't care what you sell, there are going to be people who don't want it. When you are cold calling you hear it first hand. When you do direct mailing you never hear the no, when you do online ads, you never hear the no. That scares many away, but it doesn't deter the true salespeople because they know that no's are part of the game. With cold calling however you actually hear them. This is a benefit tho because it makes you a stronger sales person and allows you to refine your approach and even your product in some cases. No other form of selling gives you this kind of feedback.

    If done the right way, in the right industry telemarketing can be your most effective form of marketing. In some industries or for some products cold calling is not the answer. People just need to learn to identify where those strengths and weaknesses are.
    {{ DiscussionBoard.errors[6782283].message }}
    • Profile picture of the author Lopaca
      Originally Posted by cash89 View Post

      A couple points I wanted to address:

      People who are not qualified to be cold calling should not do it, they give us all a bad name!

      Lopaca, the approach you mentioned would work in many cases.

      Overall all though the point is that you should be calling someone that would possibly have an interest in what you are selling before you even call. For example, getting more clients or for building a website (if you see they don't have one & it would benefit their business). If you are calling a shoe repair business to try and sell a vacation package, thats a whole different story, you should have your phone line disconnected.

      When you call these businesses YOU NEED TO QUALIFY! Not everyone is the right client for you so they should not be approached like that. What you need to do is to describe possible benefits to get their attention and then lead them in to questioning. If the questioning is done right, it will make them realize they need you.
      (Example) How do you stay in contact with your clients between visits?
      (biz owner) I don't
      (me) Well in working with other businesses like yours we've seen that not staying in contact makes it easier for them use another biz next time around.

      That kind of questioning may set off some light bulbs and can lead to a sale. It allows them to see holes in their operations they never knew about or realized. Thats the point of the questioning, find out if they are a good potential client for you, and make them realize that. As Lopaca said, don't sell to them. Make them realize they need you!

      Another thing about cold calling is that you get all the no's. I don't care what you sell, there are going to be people who don't want it. When you are cold calling you hear it first hand. When you do direct mailing you never hear the no, when you do online ads, you never hear the no. That scares many away, but it doesn't deter the true salespeople because they know that no's are part of the game. With cold calling however you actually hear them. This is a benefit tho because it makes you a stronger sales person and allows you to refine your approach and even your product in some cases. No other form of selling gives you this kind of feedback.

      If done the right way, in the right industry telemarketing can be your most effective form of marketing. In some industries or for some products cold calling is not the answer. People just need to learn to identify where those strengths and weaknesses are.
      Your right and it is really important to qualify your prospect by knowing what his WIIFM. I think what your saying is if you are selling time shares calling a shoe shop might be hard to tie in his work or his WIIFM to buying a time share. Although I know some time share salespeople who would find the tie in.

      Bottom line know your prospect and what he will benefit before trying to pitch him. With the approach I offered your creating a business arrangement to provide the WIIFM to the business owner through whatever it is you are offering.

      Only other comment is you will get fewer no's with this approach
      Signature
      Lopaca
      Get the Free Training You Need to Become an Offline Marketing Expert. Learn how we make getting local clients easier and how to keep them longer.

      {{ DiscussionBoard.errors[6782374].message }}
    • Profile picture of the author Jason Kanigan
      Originally Posted by cash89 View Post

      A couple points I wanted to address:

      People who are not qualified to be cold calling should not do it, they give us all a bad name!
      cash89 makes a good point here. Do we send our doctors, our nurses, our accountants and our engineers out into the world with no training and "Just do more of it!"??

      Sales is both the easiest, least-paying work around, and the most complex, highest-paying work you can do.
      {{ DiscussionBoard.errors[6782900].message }}
      • Profile picture of the author Hamish Jones
        Originally Posted by Jason Kanigan View Post

        Sales is both the easiest, least-paying work around, and the most complex, highest-paying work you can do.
        Amen to that!

        We've seen sales reps come and go in our business who think it's going to be the easiest thing in the world and think they are going to make a million.

        These same guys are the ones who won't make the effort to learn the ropes.
        Signature
        Best Business Deals - The World's Most Customer Focused Telecommunications Company. Servicing Customers in Australia, Canada and the USA.
        {{ DiscussionBoard.errors[6782919].message }}
  • Profile picture of the author bluecoyotemedia
    cold calling is effective.. so is going out and making cold sales calls

    but in my opinion they are both costly and inefficient.

    Let me just say .. I am NOT against cold calling and it does WORK.

    but I think its always better to generate warm leads whereas you are following up on people calling you back for more info..

    if you ever seen the movie Boiler room..( if you have not go see it) this was the mainstay of their sales process.

    you had front end lead guys that would cold call just to send them a info packet.. then someone would follow up with them later on. the info packet was NOT important and was just a reason to call them back. then they proceeded to go for the close

    once in a while a whale would want info NOW which would then be transferred to a closer.



    there is a psychological advantage to calling someone back then to call them up front.

    so now your not wasting as much time with all the negative rejections.

    so create lead funnels.. and set them up where you call them back.

    or you can get on the phone and cold call it's up to you

    we all have 24 hours in a day and I have found it's best to leverage your time as best as possible.

    just like billing

    you can waste time sending invoices to clients and follow up when they don't pay and waste more time

    OR

    you can automatically draft thier checking account

    I can just picture in my minds eye

    I am nameless as he sits in the beginning of each month and fires up his computer and prints up a bunch of check drafts and mosys along to the bank and deposits them.

    sure as heck beats

    the checks in the mail lol

    i used to sell to restaurants.. and the first month we kicked ass and sold a ton of restaurants and I thought i was going to make a bookoo bunch of dollars

    well reality came when I sent out all the invoices and less than 40% actually paid them.. it was a nightmare chasing people for money

    live and learn


    eddie
    Signature

    Skunkworks: noun. informal.

    A clandestine group operating without any external intervention or oversight. Such groups achieve significant breakthroughs rarely discussed in public because they operate "outside the box".
    https://short-stuff.com/-Mjk0fDExOA==

    {{ DiscussionBoard.errors[6782442].message }}
  • Profile picture of the author Lopaca
    I'm loving the input from you folks so keep it coming but I want to go back to my example to kinda make another key point.

    Calling the business owner is not to make a presentation to sell him your services or to uncover his needs through needs analysis or let him know his site sucks and you can make it better. Your call to the business owner is to provide what he is in business for. If he sells widgets your call to him is "Can you handle an order of xx widgets?" He is motivated to know how he can provide his widgets and you have the solution. If it's to build a more effective web site or SEO or PPC or whatever. You have the solution to his pain and you are not selling it to him you are providing it to him.

    More stuff from the old marketing guy
    Signature
    Lopaca
    Get the Free Training You Need to Become an Offline Marketing Expert. Learn how we make getting local clients easier and how to keep them longer.

    {{ DiscussionBoard.errors[6782502].message }}
  • Profile picture of the author iInvent
    So here's another method that has worked for many it seems.

    Stopping in the business and hand a flyer to them. Nothing more.
    Just stopping by & sharing some information. Of course, a call to action surely helps!

    Then you follow-up with a cold (semi warm) call.

    It seems to work for some! Just sharing

    I will shortly start promoting/selling a new service - will let you know how it goes!
    Signature

    Thanks for reading!

    Chantal
    "Before you try to satisfy the client, understand and satisfy the person."

    {{ DiscussionBoard.errors[6782819].message }}
  • Profile picture of the author Colm Whelan
    @ Lopaca

    As a very busy owner of a couple of small local businesses my self, the issue I have with your script is that it is initially misleading. You call up giving the impression you're a customer and then turn out not to be. That's gonna piss me off!!!
    {{ DiscussionBoard.errors[6782964].message }}
    • Profile picture of the author Lopaca
      I'm not misleading at all I called to se if he can handle the business I can provide. If he were to say no I can't handle any new business or no that is too much then I have pre-qualified him and I look for a new client. I want to work for a client that can handle the business I can send them. I'm being perfectly honest in my approach.
      Signature
      Lopaca
      Get the Free Training You Need to Become an Offline Marketing Expert. Learn how we make getting local clients easier and how to keep them longer.

      {{ DiscussionBoard.errors[6783285].message }}
    • Profile picture of the author mojo1
      Originally Posted by Colm Whelan View Post

      @ Lopaca

      As a very busy owner of a couple of small local businesses my self, the issue I have with your script is that it is initially misleading. You call up giving the impression you're a customer and then turn out not to be. That's gonna piss me off!!!
      @Colan
      Lopaca's script offers a quick, legitimate way of qualifying these folks in or out.

      When I made telemarketing calls for another warrior member a few months back, what I did hear quite often from biz owners was that they had all the business they could handle with the staff they had. A few even went as far as saying more customers too fast would be more problems. I even got schooled about the constitution from one guy who felt big companies and conglomerates were actually the problem in the demise of our country (US). I called the Alabama region.

      Anywho, so reversing the initial qualifying question by asking if they can handle more business is rather valid and not misleading at all, imo.
      {{ DiscussionBoard.errors[6783316].message }}
  • Profile picture of the author Colm Whelan
    Just to be clear here, I am all in favour of cold calling or any other marketing method that works. I am most definitely firmly in the pro-calling camp. My motivation in posting is to find out if I am mis-interpreting this.

    It's just that the way I read your script it seems to me like you're presenting yourself initially as a customer without actually saying so. Assuming that what you've written down is verbatim from the start of the call, the questions you're asking and the order in which they're asked are designed to keep the prospect's interest for a few seconds by allowing him to believe that you're about to make a purchasing enquiry. So I'm going "Great! Potential customer" and then I find out no, actually you're selling something. That's why I said it's misleading.

    I get cold calls every day in my B&M businesses. If I was on the receiving end of this call I would be first disappointed and then pissed. Seriously.
    {{ DiscussionBoard.errors[6783454].message }}
  • Profile picture of the author Lopaca
    I suppose because I only provided the initial part of the call is because I figured you would see the approach.

    Yes the idea is to get the business owner to think I may be a prospect but as the conversation continues I let him know that I represent more than one client and before I can send any business his way I need to know he can do the job. My services are in high demand and if you want me to go to work for you then you must meet my requirements. Two things have to be met. 1. You have to be able to do the job and 2. You have to be able to meet my price for my services. If you can do that then we have something to talk about if not I appreciate your time.

    I'm not calling him to make him my best buddy although most of my clients become good friends, I'm calling to put together a business arrangement. I'm surely not a Donald Trump but I can asure you he approaches every deal in the same way.
    Signature
    Lopaca
    Get the Free Training You Need to Become an Offline Marketing Expert. Learn how we make getting local clients easier and how to keep them longer.

    {{ DiscussionBoard.errors[6783537].message }}
  • Profile picture of the author cash89
    Originally Posted by Lopaca View Post



    "Hello Jerry are you the owner of Cool Carpet cleaners?

    (Yes, how can I help You?)
    Could you tell me do you do large commercial accounts?
    (Oh yes we sure do)
    Well, maybe you could tell me how tight your present schedule is?
    (We stay pretty busy but we can always handle more)
    So if I was to bring you say 4 or five new jobs per week you could handle that?
    (Sure No problem)

    The problem is that you have already asked 3 question before you even hint at the fact you are offering something. He may be thinking you asking about a schedule because you want to book an appointment. This would upset some people.

    Also just because he is the owner does not mean he is the decision maker or handles the marketing aspect. How do you not know all he knows is carpets and his wife handles everything else.

    I like using the unsure method that Jason Kanigan uses to get the dm. Once you get the dm grab their attention with possible benefits and then qualify them.

    "Hi, im not sure who I should be talking to. I work with carpet cleaners to book them more jobs and I wanted to see if what I do is right for you. Who would I talk to about that?"

    Gets you to the right person so you don't waste anybodys time. Also it is fact that asking for help makes more people more receptive. Many times to it gets me the name of the DM. They usually say "Mark handles that, hold on."

    Once he gets on the phone you can now greet him by name.

    "Hi Mark, I work with carpet cleaners to book them more jobs by doing...... I wanted to ask a few questions to see if what I do is right for you.

    you could use a more attention getting opening for the dm but you get the picture.
    {{ DiscussionBoard.errors[6783763].message }}
    • Profile picture of the author Lopaca
      Originally Posted by cash89 View Post

      The problem is that you have already asked 3 question before you even hint at the fact you are offering something. He may be thinking you asking about a schedule because you want to book an appointment. This would upset some people.

      Also just because he is the owner does not mean he is the decision maker or handles the marketing aspect. How do you not know all he knows is carpets and his wife handles everything else.

      I like using the unsure method that Jason Kanigan uses to get the dm. Once you get the dm grab their attention with possible benefits and then qualify them.

      "Hi, im not sure who I should be talking to. I work with carpet cleaners to book them more jobs and I wanted to see if what I do is right for you. Who would I talk to about that?"

      Gets you to the right person so you don't waste anybodys time. Also it is fact that asking for help makes more people more receptive. Many times to it gets me the name of the DM. They usually say "Mark handles that, hold on."

      Once he gets on the phone you can now greet him by name.

      "Hi Mark, I work with carpet cleaners to book them more jobs by doing...... I wanted to ask a few questions to see if what I do is right for you.

      you could use a more attention getting opening for the dm but you get the picture.
      Absolutely correct. Maybe without knowing it you have hit on the purpose of this thread. To utilize cold calling techniques other than the old scripted ones I made mention of. The example I gave is purely an option that I use and over the years I have been able to make it work very well for me.

      I firmly believe we can all make cold calling far more persuasive and professional than what we all hear so often by telemarketers. I don't claim that even the old way is wrong, I just think it could be better. I don't claim that the way I do things by any sense of the imagination is the do all, be all solution. My goal was to get people to think of alternate ways that might work for them. Progressive thinking that there may be a better way is what makes a free enterprise system so exciting. If I don't like the way you do things then I have the opportunity to see if I can do better.

      Don't ya just love this business?
      Signature
      Lopaca
      Get the Free Training You Need to Become an Offline Marketing Expert. Learn how we make getting local clients easier and how to keep them longer.

      {{ DiscussionBoard.errors[6783839].message }}
      • Profile picture of the author cash89
        Originally Posted by Lopaca View Post

        Absolutely correct. Maybe without knowing it you have hit on the purpose of this thread. To utilize cold calling techniques other than the old scripted ones I made mention of. The example I gave is purely an option that I use and over the years I have been able to make it work very well for me.

        I firmly believe we can all make cold calling far more persuasive and professional than what we all hear so often by telemarketers. I don't claim that even the old way is wrong, I just think it could be better. I don't claim that the way I do things by any sense of the imagination is the do all, be all solution. My goal was to get people to think of alternate ways that might work for them. Progressive thinking that there may be a better way is what makes a free enterprise system so exciting. If I don't like the way you do things then I have the opportunity to see if I can do better.

        Don't ya just love this business?
        The best script I have ever made is not perfect. Perfect is not something you can achieve, it's something you work at. Hearing the no's is what helps us get better, thats the great thing about telemarketing. If you are getting too many no's or getting the phone hung up on you, you are doing something wrong. Share your script here and you can get all the help you need.

        Gettting better and sharing these ways is what this forum is for. We need to help each other and encourage. Hate threads with people talking down about methods others use. Don't criticize, encourage, inform and assist.
        {{ DiscussionBoard.errors[6783925].message }}
    • Profile picture of the author Colm Whelan
      This is exactly what I was getting at. I most certainly would be a little annoyed by this approach. I know we're not making friends, we're calling to get business - but not alienating the prospect seems like a good place to start.

      I'm looking to engage with the prospect in a way that piques their interest and makes it clear I'm offering SOMETHING for sale at the same time, without mentioning buying, selling or what exactly I'm offering right there.

      Originally Posted by cash89 View Post

      The problem is that you have already asked 3 question before you even hint at the fact you are offering something. He may be thinking you asking about a schedule because you want to book an appointment. This would upset some people.

      Also just because he is the owner does not mean he is the decision maker or handles the marketing aspect. How do you not know all he knows is carpets and his wife handles everything else.

      I like using the unsure method that Jason Kanigan uses to get the dm. Once you get the dm grab their attention with possible benefits and then qualify them.

      "Hi, im not sure who I should be talking to. I work with carpet cleaners to book them more jobs and I wanted to see if what I do is right for you. Who would I talk to about that?"

      Gets you to the right person so you don't waste anybodys time. Also it is fact that asking for help makes more people more receptive. Many times to it gets me the name of the DM. They usually say "Mark handles that, hold on."

      Once he gets on the phone you can now greet him by name.

      "Hi Mark, I work with carpet cleaners to book them more jobs by doing...... I wanted to ask a few questions to see if what I do is right for you.

      you could use a more attention getting opening for the dm but you get the picture.
      {{ DiscussionBoard.errors[6783859].message }}
    • Profile picture of the author Sue Bruce
      Lopaca,

      Love this approach. When I first started selling, we used very similar wording.

      The owner made huge amounts of money. He was grossing approx $8000/day 5 and 1/2 days a wk. average.

      "Hello Jerry are you the owner of Cool Carpet cleaners?
      (Yes, how can I help You?)


      It would be a big help to a lot of newbies to give your hints on getting past the gatekeeper. I know you simplified it to make your points. Newbies have a huge problem with this and I'd like to see your response as well.
      IMO no dilly dallying around and getting straight to the point, gives the decision maker less chance to end the call. Good one.

      Could you tell me do you do large commercial accounts?
      (Oh yes we sure do)

      Perfect and smooth. you have his interest immediately. The chance of him saying "bye" are zero at this point.

      Well, maybe you could tell me how tight your present schedule is?
      (We stay pretty busy but we can always handle more)

      Now he's seeing dollar signs.

      So if I was to bring you say 4 or five new jobs per week you could handle that?
      (Sure No problem)

      Now he's adding up in his head, 5 jobs a wk. times x amount of dollars.

      Well Jerry your a life sent. My name is XXXXXX would you right that down for me? My number is 555-1212 I'm actually about 50 miles away from you but I would like to discuss how we might be able to do some business have you got a few more minutes?

      I've used that method. Your name and phone # is now a hard copy on a post it in front of him. Is he going to say "no I don't want it" when he already has a figure in his head of how much money you will help him make? I think not.

      The whole conversation flows so well, you've definately given him "What's in it for him".

      Wide open. Great job.

      Sue



      {{ DiscussionBoard.errors[6783954].message }}
      • Profile picture of the author ewenmack
        Robert I get to the point straight away.
        It quickly qualifies them and it talks to their self interest.

        This has landed national chains as well as Puma the international footwear company.

        Here it is...

        " Hi, just calling to see if I can get you people a better deal on your Eftpos paper rolls,
        who should I be speaking to about this please."

        This gets the receptionist thinking and puts me straight through to the decision maker.
        Sometimes he isn't available and then we either leave a voice message, get a time when he's available or speak to him straight away.

        If I talk to him straight away I say the same thing I did to the receptionist, and we are right down to business, how they like it.

        It's not that decision makers don't like your calls, it's beating around the bush and not quickly getting to the point...fast they hate.

        They respect you for it, even if there is no deal made.

        Best,
        Ewen
        {{ DiscussionBoard.errors[6784035].message }}
      • Profile picture of the author Lopaca
        You know Sue that is a great question and I'll give you a couple of ways I get past the gatekeeper.

        Dealing with a gate keeper is an art just in itself and you need to really pay attention when they come on the phone

        Are they peppy and sweet cheerful types? First ask their name

        (Hello Cool Carpet cleaners How can I direct your call? )

        Ah yes (sound curiously lost) stutter a little "Ya know I'm not sure who I should speak with maybe you can help me.

        (I will try what is ....Interrupt her before she can ask what it's about

        What did you say your name was?

        I'm Debbie

        Well Debbie maybe you can tell me "Do you all handle commercial accounts?

        Oh yes, we sure do.

        Does the owner handle the negotiations for those accounts.

        Yes

        Is he available or should I make an appointment?

        Oh no he is in I'll put you through or she may want to make an appointment

        Well he is busy but I can make an appointment for you.

        Great. That would be fantastic. Your very kind. If it would be more convenient he can always call me too. Let me give you my direct line. 555-1212 and my name is xxxxx xxxxxx Don't give her an opportunity to set an appointment unless that is your ultimate goal anyway otherwise you want the owner to call you back. I pretty much bet he will call you within the hour unless he is really tied up.

        Sometimes you will get a gatekeeper who is pretty sharp and will ask lots of questions and that is OK she knows she doesn't negotiate any agreements so if you keep your approach on track that you need information as to whether they can handle the amount of business you can provide and the DM is the person who has to be involved. She will see to it the boss gets in touch. In many cases she is the one who really runs the business so be gracious to her at all times and thank her for being so kind to help you.

        I hope this helps but understand that phone work is an art and you have to work at getting good at it. You need to role play with friends and relatives. Let them be the devils advocate and learn from doing most of all

        Again just a little from an old marketer
        Signature
        Lopaca
        Get the Free Training You Need to Become an Offline Marketing Expert. Learn how we make getting local clients easier and how to keep them longer.

        {{ DiscussionBoard.errors[6784143].message }}
        • Profile picture of the author cash89
          Originally Posted by Lopaca View Post

          You know Sue that is a great question and I'll give you a couple of ways I get past the gatekeeper.

          Dealing with a gate keeper is an art just in itself and you need to really pay attention when they come on the phone

          Are they peppy and sweet cheerful types? First ask their name

          (Hello Cool Carpet cleaners How can I direct your call? )

          Ah yes (sound curiously lost) stutter a little "Ya know I'm not sure who I should speak with maybe you can help me.

          (I will try what is ....Interrupt her before she can ask what it's about

          What did you say your name was?

          I'm Debbie

          Well Debbie maybe you can tell me "Do you all handle commercial accounts?

          Oh yes, we sure do.

          Does the owner handle the negotiations for those accounts.

          Yes

          Is he available or should I make an appointment?

          Oh no he is in I'll put you through or she may want to make an appointment

          Well he is busy but I can make an appointment for you.

          Great. That would be fantastic. Your very kind. If it would be more convenient he can always call me too. Let me give you my direct line. 555-1212 and my name is xxxxx xxxxxx Don't give her an opportunity to set an appointment unless that is your ultimate goal anyway otherwise you want the owner to call you back. I pretty much bet he will call you within the hour unless he is really tied up.

          Sometimes you will get a gatekeeper who is pretty sharp and will ask lots of questions and that is OK she knows she doesn't negotiate any agreements so if you keep your approach on track that you need information as to whether they can handle the amount of business you can provide and the DM is the person who has to be involved. She will see to it the boss gets in touch. In many cases she is the one who really runs the business so be gracious to her at all times and thank her for being so kind to help you.

          I hope this helps but understand that phone work is an art and you have to work at getting good at it. You need to role play with friends and relatives. Let them be the devils advocate and learn from doing most of all

          Again just a little from an old marketer
          I never expect them to call back. People will not do it for so many reasons. I would ask for the best time to call back. My theory is if you sit by the phone waiting for it to ring you will be sitting there forever.
          {{ DiscussionBoard.errors[6784163].message }}
          • Profile picture of the author Lopaca
            That works too but I would bet the gatekeeper is going to tell him hey this guy has a bunch of commercial accounts and wants you to call him. His cash register will be ringing and he will call.
            Signature
            Lopaca
            Get the Free Training You Need to Become an Offline Marketing Expert. Learn how we make getting local clients easier and how to keep them longer.

            {{ DiscussionBoard.errors[6784170].message }}
  • Profile picture of the author Lopaca
    Colm I think you missed the object of the Thread. I close 90% of the calls I make and I suppose it's the other 10% that are put off by my approach. I'm not worried about that but I can say that 90% is far better than most telemarketing services and I can assure you they put off considerably more than 10% of those they approach. My approach may not appeal to you and that's OK you are entitled to your view and I respect that. Again the purpose of this thread was to get members of the forum to think outside the box and think that there might be other ways. I think I accomplished that.

    Thank you for your input. Others in the group may agree with you but what this thread has done is to get them to think about it. Some may try my approach and as such may do well or they may put some folks off but the point is they are taking steps to improve how things are done.
    Signature
    Lopaca
    Get the Free Training You Need to Become an Offline Marketing Expert. Learn how we make getting local clients easier and how to keep them longer.

    {{ DiscussionBoard.errors[6783926].message }}
    • Profile picture of the author kenmichaels
      Originally Posted by Lopaca View Post

      I close 90% of the calls I make
      That's a mighty big statement. I am quite surprised people aren't calling BS.

      I have tried once or twice to explain that once you get to a certain point
      that is not only achievable, but it becomes second nature.

      I don't think hardly any one in this forum believed me.

      I have also explained, that once you get to a certain skill level, that
      it almost becomes impossible, NOT to sell someone something,
      and you have to make a conscientious effort NOT to do it some times.

      they did not believe that either.

      any way... its nice to have another old timer kicking around in here
      Signature

      Selling Ain't for Sissies!
      {{ DiscussionBoard.errors[6786586].message }}
      • Originally Posted by kenmichaels View Post

        That's a mighty big statement. I am quite surprised people aren't calling BS.

        I have tried once or twice to explain that once you get to a certain point
        that is not only achievable, but it becomes second nature.

        I don't think hardly any one in this forum believed me.

        I have also explained, that once you get to a certain skill level, that
        it almost becomes impossible, NOT to sell someone something,
        and you have to make a conscientious effort NOT to do it some times.

        they did not believe that either.

        any way... its nice to have another old timer kicking around in here



        I was waiting to chime in when someone caring more weight posted.

        thanks Ken.

        I could not do your approach. but thats me.
        {{ DiscussionBoard.errors[6786792].message }}
      • Profile picture of the author Lopaca
        Originally Posted by kenmichaels View Post

        That's a mighty big statement. I am quite surprised people aren't calling BS.

        I have tried once or twice to explain that once you get to a certain point
        that is not only achievable, but it becomes second nature.

        I don't think hardly any one in this forum believed me.

        I have also explained, that once you get to a certain skill level, that
        it almost becomes impossible, NOT to sell someone something,
        and you have to make a conscientious effort NOT to do it some times.

        they did not believe that either.

        any way... its nice to have another old timer kicking around in here
        Ken your right and I have been doing this so long it's like second nature and that is one of the reasons I have the closing ratio I do. Also I have developed our business to have a number of solutions that fill just about any void the business may have. If I was simply selling SEO services I could not close 90% because I'm limited to just that solution to their pain. We also have free applications that build relationships so that at some point the business is going to buy something from us. So you see it's not BS, it's how you look at the overall numbers.

        I probably should have been more clear in my first statement that my sample was not the do all end all solution. I just want people to realize there are other ways to get in the door and not to pigeon hole themselves trying something that doesn't work for them. Be creative and think outside the box. For me I changed my approach years ago and this is what I use now and it works for me. It might not work for others but they have the option to change it nad make it work for them.

        Thanks for the input us old guys have to stick together
        Signature
        Lopaca
        Get the Free Training You Need to Become an Offline Marketing Expert. Learn how we make getting local clients easier and how to keep them longer.

        {{ DiscussionBoard.errors[6787412].message }}
        • you know what sells now????

          being real, dirt honest with them. IMO

          maybe this:

          I'm new, but motivated to help you. can you give me 5 minutes?

          don't you hate it, when promoters call you for things taking your time or money? I am different.

          I'm not a slick salesmen, just a biz-person like you looking for a biz. partner to do a Win/Win...Are you looking for a good Marketing Win right now?



          Just my thoughts. My opinion. I could be wrong.
          {{ DiscussionBoard.errors[6787453].message }}
          • Profile picture of the author kenmichaels
            Originally Posted by kirbymarketingconcierge View Post

            you know what sells now????

            being real, dirt honest with them. IMO

            maybe this:

            I'm new, but motivated to help you. can you give me 5 minutes?

            don't you hate it, when promoters call you for things taking your time or money? I am different.

            I'm not a slick salesmen, just a biz-person like you looking for a biz. partner to do a Win/Win...Are you looking for a good Marketing Win right now?



            Just my thoughts. My opinion. I could be wrong.
            Kirby

            Everybody is different, every sale is different, every approach is different

            and yet, they are all exactly the same.

            If you notice, unless some one says some thing that is a direct lie,
            I never tell them they are wrong. Ever.

            because they aren't.

            To me, that is the beauty of sales. Its also the only reason we can all
            continue to thrive in this economy.

            What the op was talking about is called shades of grey.
            Some people do it, some people don't.

            BTW, being "dirt honest" is a really good way to stand out.
            so is the ops way.

            and here is a shade of grey for you to think about.
            you see all these posts saying.. don't sell them... show them you
            care about there bizz, and the sale will come naturally

            well, truth is, i don't care about there bizz, until after they give me money
            and then, i only care because i know if i make them money, i will be
            able to ask for more.

            so is pretending to care... a lie ? or a grey area ?
            Signature

            Selling Ain't for Sissies!
            {{ DiscussionBoard.errors[6787528].message }}
            • Originally Posted by kenmichaels View Post

              Kirby

              Everybody is different, every sale is different, every approach is different

              and yet, they are all exactly the same.

              If you notice, unless some one says some thing that is a direct lie,
              I never tell them they are wrong. Ever.

              because they aren't.

              To me, that is the beauty of sales. Its also the only reason we can all
              continue to thrive in this economy.

              What the op was talking about is called shades of grey.
              Some people do it, some people don't.

              BTW, being "dirt honest" is a really good way to stand out.
              so is the ops way.

              and here is a shade of grey for you to think about.
              you see all these posts saying.. don't sell them... show them you
              care about there bizz, and the sale will come naturally

              well, truth is, i don't care about there bizz, until after they give me money
              and then, i only care because i know if i make them money, i will be
              able to ask for more.

              so is pretending to care... a lie ? or a grey area ?
              Ken,

              you are right. and well stated.


              maybe ....1 man's pretension is another man's (or women's) conviction.
              {{ DiscussionBoard.errors[6787586].message }}
            • Profile picture of the author John Durham
              Originally Posted by kenmichaels View Post


              well, truth is, i don't care about there bizz, until after they give me money
              and then, i only care because i know if i make them money, i will be
              able to ask for more.

              so is pretending to care... a lie ? or a grey area ?
              I care about all kinds of people, but sales still dont come naturally.

              I have to agree with Ken that at night time I dont sit up and think of business owners like I do "Feed the children" or something, I really only care because they are paying me... thats the dirt truth.

              If they dont pay me, I walk out and never have another thought of anguish for their struggling company...

              I greet all of them with love... but I dont ever think of them outside of that unless they are paying me. The relationship is completely, make or break, dependent upon them continuing to do that. So, I cant say Im doing it mostly because I care.

              Kirby and I have talked about this before, that I dont talk to them about their grandmother and the weather...

              Im all about closing the deal.

              Sure we can provide great service for you, but if you dont pay me, I dont care, I will go provide it for someone else.

              Business is about business, and frankly not anything else. Im always glad to make a friend, but Im here to make money and close a deal.

              I will show you what I can "do" for your business to help it grow, and how my company can care for you as a client...but the "caring" itself doesnt start till you are writing a check...and it ends when you stop writing them.

              Sad but "dirt" true.

              However in Kirbs case "caring" is his MO, its what makes him tick and keeps him in business...He needs more of an "ideal" to feel satisfied, and his philosophy is what gives him the motivation to go out and write business...

              His message has been consistent for over 2 years that I have associated with him and hasnt changed and I dont know why we even argued about it at first because like Ken says... its ALL true on some level.
              {{ DiscussionBoard.errors[6789488].message }}
              • Originally Posted by John Durham View Post

                I care about all kinds of people, but sales still dont come naturally.

                I have to agree with Ken that at night time I dont sit up and think of business owners like I do "Feed the children" or something, I really only care because they are paying me... thats the dirt truth.

                If they dont pay me, I walk out and never have another thought of anguish for their struggling company...

                I greet all of them with love... but I dont ever think of them outside of that unless they are paying me. The relationship is completely, make or break, dependent upon them continuing to do that. So, I cant say Im doing it mostly because I care.

                Kirby and I have talked about this before, that I dont talk to them about their grandmother and the weather...

                Im all about closing the deal.

                Sure we can provide great service for you, but if you dont pay me, I dont care, I will go provide it for someone else.

                Business is about business, and frankly not anything else. Im always glad to make a friend, but Im here to make money and close a deal.

                I will show you what I can "do" for your business to help it grow, and how my company can care for you as a client...but the "caring" itself doesnt start till you are writing a check...and it ends when you stop writing them.

                Sad but "dirt" true.

                However in Kirbs case "caring" is his MO, its what makes him tick and keeps him in business...He needs more of an "ideal" to feel satisfied, and his philosophy is what gives him the motivation to go out and write business...

                His message has been consistent for over 2 years that I have associated with him and hasnt changed and I dont know why we even argued about it at first because like Ken says... its ALL true on some level.

                want to be concise here.

                clint eastwood I think said in a movie "a man has to know his weaknesses"

                IMO - weall have to sell ourselves.

                you can't sell a stranger, and you have to know yourself.


                how about this:

                yes. I called you out of the blue.

                But!

                I am not your adversary. your competition is. Focus.

                I don't care if you an IC working at a beauty shop, an attorney in some high priced high rise, a greasy auto mechanic....

                I called to help by selling you in what I believe can help.

                I want to be real. I want to help.

                Or should I just call another (you are a dime a dozen) ? thats a business fact. so why should anybody come to you???

                P.S. - I have more massage biz and hair salons in this portland area than you can believe! I don't want to ask "buy from me"
                I ask - are you 1 of the best and do you want to beat the competition?

                Or if you think I am a bad person.
                you know.... I could be sitting in a motel 6 , on a prepaid cell phone, selling you a non existent product or service by telling you everything is great, promise the moon, and the "bright shiny object"

                I am not the bad guy. like most people.

                John D says my MO is caring. he is right.


                I learned along time ago you sell you 1st!

                A man (or women) has to know his strengths.

                just me. I could be wrong.
                {{ DiscussionBoard.errors[6789586].message }}
                • Profile picture of the author kenmichaels
                  Originally Posted by kirbymarketingconcierge View Post

                  I learned along time ago you sell you 1st!
                  yes brotha, you are 1000% correct.

                  On another note, i sell what i sell because i believe in it 110% , and if i am talking to you
                  its because you need it, even if you don't know it at first.

                  My job is to make you realize you do need it. and then to break out your cc.
                  Signature

                  Selling Ain't for Sissies!
                  {{ DiscussionBoard.errors[6789599].message }}
        • Profile picture of the author Sue Bruce
          Can't reply using the same format for some reason.

          Originally Posted by cash89 View Post

          Sue & Lopaca,

          I understand this is a basic script that is for example. Just wanted to share what I see as a flaw in it and another way it could be interpreted.

          "Hello Jerry are you the owner of Cool Carpet cleaners?
          (Yes, how can I help You?)

          It would be a big help to a lot of newbies to give your hints on getting past the gatekeeper. I know you simplified it to make your points. Newbies have a huge problem with this and I'd like to see your response as well.
          IMO no dilly dallying around and getting straight to the point, gives the decision maker less chance to end the call. Good one.

          They could be thinking "Hope im not in trouble lol, this never starts out good." Usually asking directly for the owner can put them on the defensive. Some people don't even feel comfortable sharing that kind of info. You may get, "What is this about" in which they are starting to think negative. Sue i like to just ask "I do this, who I talk to about this?" People love to help, most of the time if you ask they will conect you with the right person.

          What? Some people don't feel comfortable saying that they're the owner of the company? When, where, how and why? He's not asking for the owner. He's asking "Are you the owner?"

          I would never say "I do this." Majority of the time, this is a gatekeeper. It is absolutely none of their business why you are calling. By saying " I do this", it's a chance for a frontline employee to get rid of you. That's why i like Lopaca's approach. It's tight, there's no chance to say "good bye".



          Could you tell me do you do large commercial accounts?
          (Oh yes we sure do)

          Perfect and smooth. you have his interest immediately. The chance of him saying "bye" are zero at this point.

          He may be thinking "Hopefully this guy has a large job he may want me to do!" and say "Yes we can handle any job!"

          He doesn't have A LARGE JOB, he has several large jobs a week for him.


          Well, maybe you could tell me how tight your present schedule is?
          (We stay pretty busy but we can always handle more)

          Now he's seeing dollar signs.

          This may invite them to say "Im busy but I can fit you in. What do you need" Once they say that you have to back track a bit and say no i want to offer you more customers.

          No backtracking at this point, he's a DM he does commercial accounts and is hungry for more business. How do you spell 'hot prospect". I'd be so excited at this point, I'd be standing up.

          So if I was to bring you say 4 or five new jobs per week you could handle that?
          (Sure No problem)

          They may have already started counting up the potential dollars thinking you were a customer by the last question but now they say you are selling a service and may be feeling a bit let down. Imagine if they were at the desk with a pencil in hand ready to write you in their schedule. Now they may put the pen down in disappointment.

          "he...may be feeling a bit let down"

          Would you feel let down if someone was offering you 4 or 5 new customers a week!

          Now he's adding up in his head, 5 jobs a wk. times x amount of dollars.

          That's only if he truly beleives you can deliver and you have provided no proof of that. No statistics, references or even mention that you have help other carpet cleaners. They don't even know what you do or how you do it. The only thing they may be counting is the money they though you were going to pay them for a big job.

          OK, I'll call you tomorrow and ask if you want a lot of extra business and you will say "yes". You can check me out when you get off the phone. You can change your mind tomorrow. The beauty of this method is that it's a foot in the door. Huge.



          Well Jerry your a life sent. My name is XXXXXX would you right that down for me? My number is 555-1212 I'm actually about 50 miles away from you but I would like to discuss how we might be able to do some business have you got a few more minutes?

          These are good qualifying questions that have been provided but you need to introduce yourself first, make sure you have the right person and give them a hint of what you can do and how or why you think you can do it. People need proof of what you can do.

          I like to throw in the statement to disarm them, usually works. "Just wanted to ask a couple questions to see if what I do is right for you" Makes you sound like you won't be pushy and really want to help if there is the opportunity, makes you sound like you are genuinely looking to help.

          Just wanted to add my input so others could improve on these examples.

          "Just wanted to ask a couple questions to see if what I do is right for you" This statement is OK but I wouldn't use it because it gives them an easy way out. They can say "I don't have time to answer questions right now". That's what I like about Robert's method. It's airtight.

          Be well,

          Sue

          P.S. I'm sure what you do works. Whatever works for you. Also what is the flaw?
          {{ DiscussionBoard.errors[6790674].message }}
          • Profile picture of the author cash89
            @ Sue & Lopaca

            The one mistake your are making, which is why it wouldn't for me is that you are assuming the decision maker believes you can deliver. Most are not going to believe you can deliver, they need proof, thats human nature. Especially with business owners who get bombarded by people saying they can get the more business.

            If you are asking me about my schedule and types of jobs I can do, I assume you want me to show up and actually do a job, not sell me on something that could potentially get me more clients.

            This method will get peoples attention, and may lead to sales for some but if you were to call me, I would be upset to discover that you do not have a job (and money) ready for me.

            There's a big difference between thinking someone wants to schedule a service and thinking I will get paid at the end of & someone telling me they offer a service or product that may get more me customers if I spend some money first.
            {{ DiscussionBoard.errors[6794761].message }}
  • Profile picture of the author cash89
    Sue & Lopaca,

    I understand this is a basic script that is for example. Just wanted to share what I see as a flaw in it and another way it could be interpreted.

    "Hello Jerry are you the owner of Cool Carpet cleaners?
    (Yes, how can I help You?)


    It would be a big help to a lot of newbies to give your hints on getting past the gatekeeper. I know you simplified it to make your points. Newbies have a huge problem with this and I'd like to see your response as well.
    IMO no dilly dallying around and getting straight to the point, gives the decision maker less chance to end the call. Good one.

    They could be thinking "Hope im not in trouble lol, this never starts out good." Usually asking directly for the owner can put them on the defensive. Some people don't even feel comfortable sharing that kind of info. You may get, "What is this about" in which they are starting to think negative. Sue i like to just ask "I do this, who I talk to about this?" People love to help, most of the time if you ask they will conect you with the right person.

    Could you tell me do you do large commercial accounts?
    (Oh yes we sure do)

    Perfect and smooth. you have his interest immediately. The chance of him saying "bye" are zero at this point.

    He may be thinking "Hopefully this guy has a large job he may want me to do!" and say "Yes we can handle any job!"

    Well, maybe you could tell me how tight your present schedule is?
    (We stay pretty busy but we can always handle more)

    Now he's seeing dollar signs.

    This may invite them to say "Im busy but I can fit you in. What do you need" Once they say that you have to back track a bit and say no i want to offer you more customers.

    So if I was to bring you say 4 or five new jobs per week you could handle that?
    (Sure No problem)

    They may have already started counting up the potential dollars thinking you were a customer by the last question but now they say you are selling a service and may be feeling a bit let down. Imagine if they were at the desk with a pencil in hand ready to write you in their schedule. Now they may put the pen down in disappointment.

    Now he's adding up in his head, 5 jobs a wk. times x amount of dollars.

    That's only if he truly beleives you can deliver and you have provided no proof of that. No statistics, references or even mention that you have help other carpet cleaners. They don't even know what you do or how you do it. The only thing they may be counting is the money they though you were going to pay them for a big job.

    Well Jerry your a life sent. My name is XXXXXX would you right that down for me? My number is 555-1212 I'm actually about 50 miles away from you but I would like to discuss how we might be able to do some business have you got a few more minutes?

    These are good qualifying questions that have been provided but you need to introduce yourself first, make sure you have the right person and give them a hint of what you can do and how or why you think you can do it. People need proof of what you can do.

    I like to throw in the statement to disarm them, usually works. "Just wanted to ask a couple questions to see if what I do is right for you" Makes you sound like you won't be pushy and really want to help if there is the opportunity, makes you sound like you are genuinely looking to help.

    Just wanted to add my input so others could improve on these examples.
    {{ DiscussionBoard.errors[6784056].message }}
  • Profile picture of the author Lopaca
    I wouldn't be sitting by the phone anyway I'm probably calling his competition.
    Signature
    Lopaca
    Get the Free Training You Need to Become an Offline Marketing Expert. Learn how we make getting local clients easier and how to keep them longer.

    {{ DiscussionBoard.errors[6784175].message }}
  • Profile picture of the author khairole
    Just do it and improve from there. What is the most important thing is, you have to try.
    {{ DiscussionBoard.errors[6784189].message }}
    • Profile picture of the author Lopaca
      Originally Posted by khairole View Post

      Just do it and improve from there. What is the most important thing is, you have to try.
      Absolutely!!!
      Signature
      Lopaca
      Get the Free Training You Need to Become an Offline Marketing Expert. Learn how we make getting local clients easier and how to keep them longer.

      {{ DiscussionBoard.errors[6784195].message }}
  • Profile picture of the author Lopaca
    This might get a little long but let me see if I can answer each comment

    "Hello Jerry are you the owner of Cool Carpet cleaners?
    (Yes, how can I help You?)


    It would be a big help to a lot of newbies to give your hints on getting past the gatekeeper. I know you simplified it to make your points. Newbies have a huge problem with this and I'd like to see your response as well.
    IMO no dilly dallying around and getting straight to the point, gives the decision maker less chance to end the call. Good one.

    They could be thinking "Hope im not in trouble lol, this never starts out good." Usually asking directly for the owner can put them on the defensive. Some people don't even feel comfortable sharing that kind of info. You may get, "What is this about" in which they are starting to think negative. Sue i like to just ask "I do this, who I talk to about this?" People love to help, most of the time if you ask they will conect you with the right person.

    It's OK. Remember your calling to put together a business deal to provide this business with exactly what your calling about. If they ask what it's about tell them.

    "My company can provide 3 to 4 new projects every month or week" or whatever you feel you can do for this business and I usually underestimate what can be done in their niche but I bet it is more than what they are doing.

    This whole approach is a matter of attitude you have to look at what your doing as qualifying. You are the one in control.

    Could you tell me do you do large commercial accounts?
    (Oh yes we sure do)

    Perfect and smooth. you have his interest immediately. The chance of him saying "bye" are zero at this point.

    He may be thinking "Hopefully this guy has a large job he may want me to do!" and say "Yes we can handle any job!" Good because that is what we can do. with the abilities we have as marketers we can target specific niches within niches by targeting specific keywords and other online methods that we know will produce exactly what we say we can do. If you promise him commercial accounts we go after keywords and other methods to drive commercial work to him. You have not lied or misled unless you can't produce and if that the case don't use this approach

    Well, maybe you could tell me how tight your present schedule is?
    (We stay pretty busy but we can always handle more)

    Now he's seeing dollar signs.

    This may invite them to say "Im busy but I can fit you in. What do you need" Once they say that you have to back track a bit and say no i want to offer you more customers. Why would you back track? "So things are going pretty good for you right now? so then you say you might only be able to handle 1 to 2 new jobs.

    Oh no we can do more (You were taking it away) Now he's back

    So if I was to bring you say 4 or five new jobs per week you could handle that?
    (Sure No problem)

    They may have already started counting up the potential dollars thinking you were a customer by the last question but now they say you are selling a service and may be feeling a bit let down. Imagine if they were at the desk with a pencil in hand ready to write you in their schedule. Now they may put the pen down in disappointment. Does an Insurance company care who provides a lead or a Real Estate Agent? No they just want to make the sale. Makes no difference whether it walked in the door or I sent them in all the business owner wants is cash on the table. If the business owner says yea I can do a job for you next week my answer would be great let's you and I get together and work out the details.

    Now he's adding up in his head, 5 jobs a wk. times x amount of dollars.

    That's only if he truly beleives you can deliver and you have provided no proof of that. No statistics, references or even mention that you have help other carpet cleaners. They don't even know what you do or how you do it. The only thing they may be counting is the money they though you were going to pay them for a big job.

    He doesn't want statistics he wants a signed contract to do a job. If you were the owner of the carpet service would you ask a client for references or question his ability to buy? At this point it doesn't matter how I get him more business all he cares about is that your going to supply him with 2 to 3 new jobs a week or month. You want them to be counting the money that is going to come in. Why would you even worry about that if you know you can produce?

    Well Jerry your a life sent. My name is XXXXXX would you right that down for me? My number is 555-1212 I'm actually about 50 miles away from you but I would like to discuss how we might be able to do some business have you got a few more minutes?

    These are good qualifying questions that have been provided but you need to introduce yourself first, make sure you have the right person and give them a hint of what you can do and how or why you think you can do it. People need proof of what you can do.

    It is always good to know they are the decision makers. It could be that your talking to a partner and the other partner isn't there but that is why you say we need to get together and work out the details. You then set that up and ask if he has a partner or is he the person who can make the final arrangements.

    I don't need to give them any hints of how I plan to do it. Again we will go over the details when we get together.

    I like to throw in the statement to disarm them, usually works. "Just wanted to ask a couple questions to see if what I do is right for you" Makes you sound like you won't be pushy and really want to help if there is the opportunity, makes you sound like you are genuinely looking to help. This is good

    Just wanted to add my input so others could improve on these examples. That is what this thread is all about and I appreciate everything you have offered Your a right on dude in my book and you have helped a lot of people.
    Signature
    Lopaca
    Get the Free Training You Need to Become an Offline Marketing Expert. Learn how we make getting local clients easier and how to keep them longer.

    {{ DiscussionBoard.errors[6784326].message }}
  • Profile picture of the author Colm Whelan
    Lopaca, what are you selling with this script - because if you're selling pre-qualified leads then it's great but I still don't like that approach for selling SEO etc.

    Also, you close 90% of your calls? Or is it 90% of the decision makers you actually reach?
    {{ DiscussionBoard.errors[6785866].message }}
    • Profile picture of the author Lopaca
      Originally Posted by Colm Whelan View Post

      Lopaca, what are you selling with this script - because if you're selling pre-qualified leads then it's great but I still don't like that approach for selling SEO etc.

      Also, you close 90% of your calls? Or is it 90% of the decision makers you actually reach?
      The decision makers. Why would I present this to anyone but the person who can do something and yes we use this for all our services. Why would it not work for SEO? Are we not using SEO to drive traffic? Is not our ultimate goal to provide new customers and get old ones to come back. SEO is just a small part of what we do.
      Signature
      Lopaca
      Get the Free Training You Need to Become an Offline Marketing Expert. Learn how we make getting local clients easier and how to keep them longer.

      {{ DiscussionBoard.errors[6786244].message }}
  • Profile picture of the author Lopaca
    Thanks for your comments guys your right on
    Signature
    Lopaca
    Get the Free Training You Need to Become an Offline Marketing Expert. Learn how we make getting local clients easier and how to keep them longer.

    {{ DiscussionBoard.errors[6789432].message }}
  • Profile picture of the author Lopaca
    Very true Jon. I think the bottom line is we work to provide for our families and that is our motivating factor. Some, and I'm guilty my wife gives me shit about it but i do trust sometimes farther than I should but bottom line I'm a man of my word if I shake your hand you can take it to the bank. it's just a shame there are some that don't have that moral view. I've been burned many times but I look back on it and I hold no animosity or anger, but I did learn from it and maybe the cost of the education was well worth it. The only thing I'm a mad dog about is my family. F**# with that and you will not realize the pain you will suffer. As for business I've won and I've lost but you can be assured I will always be a winner.

    Thanks guys for all your positive and objective comments. Hopefully others will benefit fro it all.

    Just a comment from an old marketer
    Signature
    Lopaca
    Get the Free Training You Need to Become an Offline Marketing Expert. Learn how we make getting local clients easier and how to keep them longer.

    {{ DiscussionBoard.errors[6789570].message }}
  • Profile picture of the author John Durham
    Re: "Selling yourself first".

    This is true. The way I sell myself first is through "tone".

    I deliver a "tone" that is loving and caring... and some dont buy it, and some do... but its what sells me.

    Generally Im off the phone fast if Im not closing someone...because I can tell they either buy my tone or dont fairly quickly after hello.

    But yes, in my case "selling yourself first", is done on "Hello".

    Now...having said that- I might have different tones on different days, but a phone pitch happens fast or not at all usually, and they are either buying my tone or not.

    You can have the greatest product in the world and turn people off by bragging about it too hard or whatever...the way they "feel" talking to you is what generally sells them or not...

    Again, there are many truths and styles...you can also be a jerk and people buy that because they have anchors that anyone who isnt a jerk isnt a serious businessman, and the anchors tell them not to trust people who come across as too caring.

    It goes back again to what Ken said, there is truth to all of it. Its very relative, but to close my case, I dont sell through words as much as I do undertones.

    I teach "technique" because most people here havent got enough telemarketing experience to command their tone so well... so, knowing the strategy and numbers laws and all that is the way to go when you are new, after awhile you learn from "hello" almost whether you are going to close someone or not.

    I guard my tone above all, and I keep my ears peeled for the guy who is ultra responsive to it- letting go quickly of anyone who doesnt buy it.

    Og mandino calls this saying "I love you" not with your mouth, but from the place behind your eyes..., and that brings a smile tone to your voice that people feel.

    Not to go all philosophical on you, thats a whole nother book...
    {{ DiscussionBoard.errors[6789648].message }}
  • Profile picture of the author kenmichaels
    @ john, once again, you are able to put the process into words, in a way even the most
    rudimentary layman would understand.

    i am so jealous of your teaching / writing skill.

    props brotha, props

    P.S socialentry asked a question ( not in this thread, i answered best i could, but you prob have a better
    / different take on it. ) if you don't mind
    Signature

    Selling Ain't for Sissies!
    {{ DiscussionBoard.errors[6789726].message }}
    • Profile picture of the author John Durham
      Originally Posted by kenmichaels View Post

      @ john, once again, you are able to put the process into words, in a way even the most
      rudimentary layman would understand.

      i am so jealous of your teaching / writing skill.

      props brotha, props

      P.S socialentry asked a question ( not in this thread, i answered best i could, but you prob have a better
      / different take on it. ) if you don't mind
      I'll take a peek... Ken I would trade your ability for mine any day of the week man. Not to sound like a fanboy but you are truly a great thiniker... frankly if I went on anymore it WOULD look like I was a fanboy, and, honestly, I have become a "fan".
      {{ DiscussionBoard.errors[6789757].message }}
  • Profile picture of the author Lopaca
    Thanks Sue.:>) This has worked for me and it can work for others but you kinda have to have an attitude that your hiring his business to service the customers I can provide. The only difference is he will have to pay me for that privilege. This is exactly what Groupon and Living Social are doing. They provide the customers and the business owner pays them 50% of their profits. I don't like the daily deal companies due to the fact that I think they are ripping the business owners off but you can't ignore the genius behind their model.
    Signature
    Lopaca
    Get the Free Training You Need to Become an Offline Marketing Expert. Learn how we make getting local clients easier and how to keep them longer.

    {{ DiscussionBoard.errors[6793714].message }}
  • Profile picture of the author chris hanes
    Cold calling is so much easier if you can establish your credibility to the potential buyer is a plausible way. Testimonials are great for this but the problem is that many buyers are sceptical of random testimonials on a website or what have you because they can be either 1) fake or 2) cherry-picked.
    {{ DiscussionBoard.errors[6797570].message }}
  • Profile picture of the author Lopaca
    You have to build your cold calling presentation to fit your personality so that it comes off clean and the person on the other end of the phone feels your enthusiasm as well as your credibility. If you come off like your reading the same old dry phone pitch you will hear a click on the other end. If your credible testimonials are who cares kind of material. Like you say anyone can throw out a testimonial.
    Signature
    Lopaca
    Get the Free Training You Need to Become an Offline Marketing Expert. Learn how we make getting local clients easier and how to keep them longer.

    {{ DiscussionBoard.errors[6814962].message }}

Trending Topics