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Some Thoughts on "Cold Walking"

by toddfromboston
14 replies
Fellow Offline Warriors,

I would like to get some input from you. Over the last few months I've tried several techniques for acquiring offline clients. I've tried cold calling and cold emailing with several different scripts. I've also tried contacting potential clients through LinkedIn. I've even cold called using Groupon as a lead in. Needless to say, I've found minimal success with these avenues.

All the success I've achieved so far in my offline business (well, for the most part) has been by simply walking into a business, introducing myself, giving a brief description of what I do and then asking to set up a quick 15 minute meeting with the owner at a time and place of their convenience. I do not try to sell right on the spot, just close for an appointment.

All of my clients are either automotive or real estate businesses. I have experience in both industries which is why I've been catering specifically to them. The truth is, I want to break out of my comfort zone and expand to higher ticket clients like lawyers, chiropractors, contractors, etc...

My biggest issue (or maybe just limiting belief) is that I have zero idea how to effectively approach these businesses/ business owners. So I would like to ask those who deal with these types of clients for an effective way of doing this. I don't have too much of a problem walking right into a business and asking to speak with the owner, but what do you all suggest as far how to approach? Are there certain times that are better than others? Is cold walking a good way to go about this or are there more effective ways to reach out to these types of businesses? If I can't get past the gatekeeper upon first contact, how can I ensure I get the owner on the phone when I call to follow up?

Any suggestions are welcomed and appreciated.

-Todd
#cold walking #thoughts
  • Profile picture of the author Jason Kanigan
    How many are the "last few months"?

    How long did you work with one technique?

    My thought is that you didn't stick with it long enough.
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    • Profile picture of the author toddfromboston
      Originally Posted by Jason Kanigan View Post

      How many are the "last few months"?

      How long did you work with one technique?

      My thought is that you didn't stick with it long enough.
      Jason, appreciate the response and always find value in what insights you offer. Here's what I've done

      I split my time between calling and emailing for a good chunk of the fall (so lets say September through mid November). I was able to land a few appointments, mostly through using Groupon as my lead in when cold calling to offer SMS services to "recoup Groupon loses."

      I would also use local publications as leads for calling local real estate and automotive dealers to integrate SMS into their ads and other marketing.

      As for emailing I would create a video using camtasia, showing how to integrate SMS into their already existing advertising to increase profits and acquire new customers. From there I would email at least 3 to 5 people in the company each, give them a quick overview and send them to the video. I would follow up a few days later with an email and then a phone call. Most either never saw the video, never returned my calls, or just weren't interested.

      Keep in mind, I would never try to sell upon initial contact. All I wanted to do was set up a meeting and use that time to sell my services.

      I look forward to your thoughts.

      Also - Eddie, that's not a bad idea, hahahaha.

      Qamar - I will try that out.
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      • Profile picture of the author Jason Kanigan
        Well, not everyone has used Groupon. Look for common problems the businesses in the niche have, and talk about them.

        You have a bunch of tools in your toolbox, but you don't want to talk about how you do what you do at the start. Concentrate on understanding their problems (or symptoms of problems).

        When you sent the videos, most of them probably ended up in the spam folder. Many of my emails go straight there even when the people know me! So they never see the videos. I would call and ask them if they'd be interested in seeing such a thing before I sent it.

        Keep this in mind: your prospects have gotten along this far without your service. So it isn't urgent to them to return calls. Don't bother leaving messages: concentrate on getting the conversation. When half the people aren't in, and half who pick up the phone can't talk right now, you're down to 25% on average who can actually talk to you today. So don't expect 50% of your dials to reach anybody...and don't beat yourself up about it. This is just the reality of calling and how you react to it is more important than the reality itself.

        You have to be persistent to reach decision makers and have these conversations. One dial is probably not going to do it (75% can't talk right now)...get a name and high probability time to call them back and now you can start knocking that number down. Two, three more dials to this person and now you have a good chance of reaching them and being able to do your sort.

        Originally Posted by toddfromboston View Post

        Jason, appreciate the response and always find value in what insights you offer. Here's what I've done

        I split my time between calling and emailing for a good chunk of the fall (so lets say September through mid November). I was able to land a few appointments, mostly through using Groupon as my lead in when cold calling to offer SMS services to "recoup Groupon loses."

        I would also use local publications as leads for calling local real estate and automotive dealers to integrate SMS into their ads and other marketing.

        As for emailing I would create a video using camtasia, showing how to integrate SMS into their already existing advertising to increase profits and acquire new customers. From there I would email at least 3 to 5 people in the company each, give them a quick overview and send them to the video. I would follow up a few days later with an email and then a phone call. Most either never saw the video, never returned my calls, or just weren't interested.

        Keep in mind, I would never try to sell upon initial contact. All I wanted to do was set up a meeting and use that time to sell my services.

        I look forward to your thoughts.

        Also - Eddie, that's not a bad idea, hahahaha.

        Qamar - I will try that out.
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        • Profile picture of the author sandalwood
          Todd,

          A good time to contact people is usually when they first open up for business. If I were in Boston I'd see if what I just said applies to your area. If not, you'll learn when is a good time to contact them.

          Here is my line when I cold walk: Hi my name is Tom. I own a local web design and marketing company. Who handles that in your company? BTW it is the same line I use over the phone.

          Honestly, it works. It is simple to the point and I've always talked to the decision maker. Didn't always get the business but at least I did talk to the decision maker.

          When the decision maker wasn't there I simply took their card, asked if this was their direct number and for a good time to call back. When I called back I'd either get the job or not.

          Sounds too simple, right? Try it. If it works, keep it. If it doesn't throw it away.

          Good luck

          Tom
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      • Profile picture of the author Jason Kanigan
        This article always brings me a smile

        48 Hours with the King of Cold Calls, Market Research and Strategy Article | Inc.com

        Yes it's from a few years back, but some things don't change...

        Originally Posted by toddfromboston View Post

        Jason, appreciate the response and always find value in what insights you offer. Here's what I've done

        I split my time between calling and emailing for a good chunk of the fall (so lets say September through mid November). I was able to land a few appointments, mostly through using Groupon as my lead in when cold calling to offer SMS services to "recoup Groupon loses."

        I would also use local publications as leads for calling local real estate and automotive dealers to integrate SMS into their ads and other marketing.

        As for emailing I would create a video using camtasia, showing how to integrate SMS into their already existing advertising to increase profits and acquire new customers. From there I would email at least 3 to 5 people in the company each, give them a quick overview and send them to the video. I would follow up a few days later with an email and then a phone call. Most either never saw the video, never returned my calls, or just weren't interested.

        Keep in mind, I would never try to sell upon initial contact. All I wanted to do was set up a meeting and use that time to sell my services.

        I look forward to your thoughts.

        Also - Eddie, that's not a bad idea, hahahaha.

        Qamar - I will try that out.
        Signature
        >> How To Grow Your Online Business [FREE Training Video, No Opt-In, from 10+ Year Vet]

        >> For Agency Founders: The Fast Shortcut To Selling SEO, Leadgen, Webdesign & Other Services
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  • Profile picture of the author Eddie Spangler
    Well seeing as how you are the local rock star marketer, walk in with your guitar and sing them a song first, no one will forget you thats for sure!
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  • Profile picture of the author Qamar
    If I were you, I would search for small companies that haven't got any websites of their own. I will walk in like you do and offer the owner of the company a demo website of their company for free.

    Usually these owners will agree since it's a free offer with no strings attached. Once they agree, simply go back and create the demo sites in a matter of minutes and send these demo url to the companies via email for them to see.

    Once they get to see the demo site with their company's name in the url, very high chance they will call you to order a full blown website exactly like the one you sent them in the demo site.

    Next is to name your price, collect the deposit and go back home to create the websites that your customers have ordered.


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  • Profile picture of the author SpankinNewbie
    Todd,

    A few years ago I was contracting with Google to go around to local businesses in my area to verify their Google Places information(although it wasn't called Places back then).

    What I did was go in with my clipboard and a digital camera. On the clipboard I had sheet of paper with each businesses' information on it. I had to verify open-close times, whether they had a website, whether they took credit cards etc. I then took a picture of the business front and then went home and uploaded the information to Google. The company would receive a postcard from Google and then either turn it in or do a phone verification. That's how I got paid.

    Now, business owners are always wary when someone walks in and asks to speak with them. But having the camera seemed to pique their interest.

    I asked to speak with the owner and then explained to them that I was there to verify their Google Places listing information and that it would only take a few minutes. I explained that it would help their customers when they searched for them online.

    They gladly obliged. I asked if I could take a few pictures to upload. They were happy to do it.

    ***************************************
    You can do the same thing. I would make a spreadsheet and find as much info as you can on each business. Use GMaps. Go in, verify the information and then offer to upload or correct some information online. Offer to list their information in a directory they may not be in, etc. Offer to upload some pictures. Tell them why it's important.

    Tell them that you can send them an email or give them a call when the information is corrected or entered. Now go home and do it.

    A couple days later you email or call them and then offer to send them a competition report or something like that (for free of course). No hard sells yet. Send them the report.

    Build a relationship based on a mutual desire to see their business succeed.

    Long story short. This method works. I visited 32 businesses in my little town and was able to talk with nearly every owner. They were all wary at first but within 2 minutes we were friends. I was there to help. Although I may not have been able to sell them a service on the spot, after a few more emails or phone calls I would have been able to.

    Even now, if I see them in a restaurant or store, they recognize me and usually wave or shake my hand.

    Good luck to you, just remember, don't go in empty handed, cold-hearted, or big-headed and you will do fine.
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    • Profile picture of the author midasman09
      Banned
      I've always done "Cold-Walking"! I walk in...ask the owners name....then ask if he's in. The "Rejectionist" always asks, "What is this about?" I respond with, "I'd like to take a Quick Minute to SHOW him something that can bring him more "Customers/Clients/Patients"!....Just a QUICK Minute!

      My recent project is "making "Pre-Vue Videos" for businesses, professionals and medicos. I make up a couple of Samples....burn a DVD and put the DVD onto a Portable DVD Player.

      When I SHOW the Biz Owner, Professional, Medico....the DVD....they can SEE for themselves, first-hand...what I'm proposing for them.

      I offer 2 or 3 choices and I get a "Yea or Nay" right then and there.

      Best Time to see;
      Dentists, Chiros and Medicos - I find when they arrive at their offices in the morn and I'm there. Also....12 noon when they're getting ready to take lunch break....1pm when they're getting ready to start the afternoon and...5pm when they're getting ready to go home.

      Biz Owners - when they open is best and....anytime during the day.

      Professionals - same as biz owners.

      Lawyers - anytime after 2pm (Mornings they're getting ready for court)

      Restaurants - 9am to 11am and after 1:30pm till 5pm

      Contractors, plumbers, electricians - if they have a shop or office I try to be there when they usually open. For those who work out of their homes, I start phoning at 4pm until till 6pm....setting a time when I can meet them ON their job or...meet them for coffee.

      Don Alm...."Cold-Walker" from waay baack
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      • Profile picture of the author aduttonater
        Cold walking is great. Open up the door, and approach the front counter and ask if the decision maker for advertisement is available. If so great, if no, then find out when they will be available or drop off a business card and ask them politely if they can have them give you a call.
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  • Profile picture of the author Bruce NewMedia
    One thing I've found very effective is to 'be a customer'. I suppose that's why I've gotten so many restaurant clients. (I like to eat :-)

    Nothing seems to melt resistance like spending money in their place. It's easy to identify the owner and manager usually and just talking to a few servers can tell you how business is.

    I pretty much always use the same opening line at some point, "Y'know I've lived around here for years and didn't know you were here!"... At least half the time owners will say something like, "Yeh, we need to get the word out more, blah blah." Makes for a great and natural transition to what I do. Granted, this approach isn't suited to making 20 in-person visits a day, but I'm interested in fewer but more substantial contacts anyway.
    _____
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  • Profile picture of the author mvwolf
    Originally Posted by toddfromboston View Post

    Fellow Offline Warriors,

    I would like to get some input from you. Over the last few months I've tried several techniques for acquiring offline clients. I've tried cold calling and cold emailing with several different scripts. I've also tried contacting potential clients through LinkedIn. I've even cold called using Groupon as a lead in. Needless to say, I've found minimal success with these avenues.

    All the success I've achieved so far in my offline business (well, for the most part) has been by simply walking into a business, introducing myself, giving a brief description of what I do and then asking to set up a quick 15 minute meeting with the owner at a time and place of their convenience. I do not try to sell right on the spot, just close for an appointment.
    .....
    Hi Todd, I liked the "I don't have too much of a problem walking right into a business and asking to speak with the owner" -- the trait of a born salesman.

    My advice would be... basically, it's a numbers game, just keep going...

    However one of the things you can do to acquire clients is to menage your state. It comes back to the basics. According to Dr. Albert Mehrabian, three elements in any face-to-face communication are words, tone of voice and body language. Words are only 7% of our communication, the tone of voice is 38% and 55% is body language...

    But these three parts of the message need to support each other. And to do that you will need some good ol' enthusiasm. How to get enthusiasm? Well, fake it until you make it ("act as if").

    ...but what do you all suggest as far how to approach?
    Well...

    - Bring up a mutual interest
    - Tell them a story
    - Give them a gift
    - or a compliment.
    - Give them a sample of something
    - "Always think in terms of what the other person wants." - James Van Fleet....

    Be willing to try, try, try again.

    Good luck Todd!
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  • Profile picture of the author Rus Sells
    I recommend that you just continue walking in to businesses I've preached it for over 2 years now on this forum.

    You don't need any coaching or further suggestions in my opinion as you have won most of the battle by actually walking in.

    You just need to keep doing it and you'll hone yourself into a cold walk in closing master, "as long" as you keep it up.
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