Newbie with questions

6 replies
Hi there,
I've been lurking here for quite some time but I realize the best thing for me to do is jump in and start participating to get the most out of the forum. I started my business two months ago. I decided to go into what I call the diamond plate industry niche so builders, electricians, plumbers etc. I have been extremely surprised to find out, at least in my area, how many of these contractors do not have a website and the ones that do, the websites are awful.

The main service I offer is designing websites/mobile sites. I also offer social media set up/management, directory submission/management, rep management. But I feel the first most important service these businesses need is web design since most of them don't have one with everything else following.

I have dropped of info to some businesses but one of the problems with this type of niche is many of them do not have a store front. So I started doing direct mail. I have spent a ton both having a good letter written (I don't feel I can write good copy) and on postage. I have had no interest at all. The only 2 clients I have gotten has been through Craigslist so as you can imagine that wasn't great. One was great and was willing to pay what I asked without hesitation and the other thought $800 was too much for a full website, opt-in etc. So I had to do a rock bottom price.

OK, I know I'm going to get asked why I haven't done prospecting by phone (I no longer call it cold calling after watching Jason Kanigan's videos this week). Honestly I was terrified of the phone like so many others are. I have no confidence so it's really hard. I have changed my outlook on that a bit since watching Jason's videos though and reading many of his posts. I am great when I am in front of people, still very nervous but they don't know it and I am very engaging. I'm not tooting my own horn, only saying what I have been told. People have said I own the room when I walk in. So why on earth I have such a hard time both calling and talking to people out of the blue is so beyond me, I want to bang my head on my desk.

Anyway, I am going to start calling and I am going to go out and actually track people down as weird and stalkerish as that may sound lol. But here is what I have found within this niche so far. The few people that I have gotten to talk to say "I already have enough business" or "I rely on word of mouth" or "I don't need to market my business, it's doing really well already". I have friends who work for these same kind of businesses say those same things to me. "Oh he already does enough business, he doesn't need a website." How do I get beyond that? It completely boggles my mind that someone wouldn't want to grow their business or solidify their future by having a waiting list of clients to choose.

I'm also still trying to find the best way to start the conversation when I start calling. Would it be better for me to go the interview method and create a local directory or review site for these types of businesses, interview them for an article/review and lead them into my services that way? The thing is I know once I can actually start engaging people that they will have confidence in me. But getting my foot in the door when they already think they don't need these services seems to be the hardest part.

One last thing, I do know that it's a numbers game as well. I know that I have to contact a ton of people and so far I haven't. I realize that. I'm just trying to figure out the best way to go about it with this particular niche, if it's any different than other ones.

Thank you in advance for any advice. I really do appreciate it.

Jennifer
#newbie #questions
  • Profile picture of the author Garble
    I'm working in the same niche as you and facing the same problems. I've read that many people face issues with making phone calls simply because of the evolutionary history of humans. We are accustomed to relying on several senses when interacting with people. We look for visual cues to how they are responding to us, not just what they tell us. When talking over the phone, we find our selves suddenly robbed of an important social indicator that we have relied upon for so long. So even if you are great with people in person, you could easily be terrible on the phone.

    However, that said, think about how people adapt when they lose their hearing, or their sight. Their bodies make up for that loss by sharpening their other senses. It takes them some time though, it doesn't happen overnight. I'd like to say the same happens to people with issues taking on the phone, but I'm actually still waiting for this adaption process to work for me :p

    I definitely can relate to the frustration of hearing prospects say they have enough business already. In the case of some trades people, I can understand. They can't hire more workers because there is a skills shortage or it's just plain hard to find good people that care about the work they do. But yesterday I had a septic service tell me they didn't want anymore work. Are you freaking kidding me! It's recurring billing for septic customers. They are a captive customer. They HAVE to get service every so often. The business can be easily scaled. These people are nuts. Worse is how some of these small business answer the phone. I'm amazed that they are still in business.

    I struggled with finding a good opening line as well. I've started using the directory listing opener, just like you mentioned. It took me 1 day to slap a directory together. When I call, I tell them that I'd like to ask an owner some questions about their business so we can profile them in our community publication. Don't say directory right away. They suddenly think that you're trying to sell a yellowpages listing or something. They say 'I'm not interested' and hang up before you have a chance to explain.

    I keep the interview short, like 5 mins. In the middle, I ask them if they have a website I can link to in their company listing. I try to engage them in a little conversation about their current website, or lack thereof. I do a very light sale. Not interested, no problem. BUT... I ask them for their email address so that I can send them a link to their company profile "so they can make sure everything is right". After we have emailed and confirmed it's OK, I send them a picture of what their current website looks like on mobile and offer them help fixing it. Whether i make a sale or not, they are now in my email marketing list and get my monthly newsletter with tips about how to increase their sales (using my services, naturally).

    Also, before I hang up with them on that first call, I ask them if they know any other business owners that would appreciate some free advertising in my community publication, just like they have.

    I have not made any sales yet, just 3 people that want me to call back in the new year.

    YMMV
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    • Profile picture of the author umc
      I have one such service business, and don't want to scale. I have a website but quite frankly don't need it. My business comes from word of mouth for the most part, and I do have a deep waiting list of prospects that want us to clean for them.

      I'm telling you this because I wouldn't be a candidate for your services, but there will be those out there with big dreams that want to scale and grow. You just have to find them, and I'm about to embark on a process of reaching out to the same group that you are myself. I'm sure that I'll experience much the same in some regards, but I expect it. Not everyone wants more business. For the septic guy mentioned above, he may have to buy more trucks to service more clients and not want to. For me as a cleaner I don't want to deal with the hassle of employees. Just isn't worth the money to me. But there are those people out there that will want your help, you just have to keep digging.
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  • Profile picture of the author Ron20
    Hey DPMJennifer! I appreciate you for trying! You are already ahead of many people who only dream but never take action.

    A few months ago I was in the same boat as you. I remember reading so much on the warrior forum and how people make a living selling over the phone. Like you, I was scared and it took be some time to get over the fear of actually picking up the phone and talking to people. I can tell you, the only way you will get around this fear is by actually doing it! PICK UP THE PHONE AND CALL PEOPLE!

    I hard a hard way figuring out which list to call? where do i get my leads from? Tried many ways. Finally I found a post here on the WF that suggested I make a list of businesses with bad websites and call them and offer to redesign it. Boy did this work! After a few hundred calls I started making sales. Now you might think, that I pick up the phone today and within a week i close 3 to four sales.... NO IT DIDNT WORK THAT WAY!

    You might think that 2 - 3 weeks into making calls, you still do not have any sale and that you are failing! Trust me, you are not... The people that you are talking to are interested in buying. It is just that they are busy or need some time to think about it.

    I am not saying that this is how it works. I have even did one call closes and have closed deals within 1 week. BUT on the average it takes 2-4 weeks from first contact until I close a deal.

    Another thing is, DO NOT BE IN A HURRY WHEN SELLING. The business owner does not care if you need a sale urgently. Infact this will just scare him away. Talk to them as a normal human being. Tell them what you do and ask them if you could help them.
    You will get alot of NO's like I got alot of work, i dont need a website etc BUT you will get a few YES'es!

    Make a list of 100 crappy business websites and call them and say "Hi, is it (Business name?). I just found you on the internet and was having a look at your website which is Example Domain, I am a local website designer and I build websites for businesses like yourself. I was wondering if you ever thought about getting your website upgraded?"
    or I was wondering how long has it been since you got this website designed for you?

    Get into a conversation, do not try to sell just yet. Let them tell you that it has been 7 years since they got this website. Some people will say " yes i know its crap and i should do something about it." Most people will ask you for more information like an email. Try to ask them if you could pop by sometime and see them.

    I GUARANTEE you, that if you do this with 100 numbers, you will atleast get 2 people that are interested.

    Lats of all here is a video that might help you. Im no affilate!

    Hope this helps.
    Ron
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    • Profile picture of the author DPMJennifer
      Thank you all for the help and advice. I cannot even begin to explain how much better I feel and how much better my outlook is. I was really so worried that I made a huge mistake setting up my business the way I did and targeting the niche that I chose. You all have been so extremely helpful!
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  • Profile picture of the author jamesfreddyc
    Originally Posted by DPMJennifer View Post

    The few people that I have gotten to talk to say "I already have enough business" or "I rely on word of mouth" or "I don't need to market my business, it's doing really well already". I have friends who work for these same kind of businesses say those same things to me. "Oh he already does enough business, he doesn't need a website." How do I get beyond that? It completely boggles my mind that someone wouldn't want to grow their business or solidify their future by having a waiting list of clients to choose.
    I am reluctant to believe they don't want more business or they just don't have the pain points you bring up. Jason has said it himself: all prospects lie.

    Here's what you can do to TRY and overcome this.

    "Mr. Prospect, that is great to hear your business is doing so great and you don't have any issues with <pain points>. Just one last thing before I let you go, I want to mention that just about all of my current clients all said that exact same thing. But after talking with me a bit more they had a chance to open up a little and we eventually did uncover some issues with <pain point> and they did really want to acquire some more business. And when I asked them why they weren't completely upfront with me at the start, they all said the same thing: "Well, I just didn't know you well enough, James". So, Mr. Prospect, that isn't what is happening here, is it?"

    It's no guarantee but you really have nothing else to lose. They have to really think about the answer because the question requires a definitive response that is final and you will be gone, gone, gone after it. So it better be the right response/answer.
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  • Profile picture of the author gsGolds
    These are great challenges! Which also makes you the top 10% because you are taking action. With all the fear combined, you are still out there which makes a difference.

    I have a secret that still helps me whenever I dive into a business not knowing anything. It's to find an expert in the field and asking him what he does. I join groups on Linkedin related to the business I am diving into, and you will find that many professionals are very helpful only when you ask the right questions.

    They will never tell you their secrets, but I usually approach them by asking their daily schedule, and break it down from there. You will find many working habits that match between professionals - bottom-line, there is a recipe for success.

    Duplicate, and replicate their process and habits. All the answers are there for you to be successful almost instantly.
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