Happy Friday, everyone!
Here is this week's poll question:
How do you typically begin a cold call? What method have you found most effective for securing an appointment?
Looking forward to reading your replies!
I like the 10 minute promise... it's a gimmick but it's quite nice.
You absolutely PROMISE the client you will only take 10 minute of their time. You'd like to come up with some ideas to help their business grow.
When you GET the appointment, you take one of those kitchen timers out of your bag when you get there:-
You don't try and "sell" your station (Clients don't CARE! ) You ask them questions and you take a brief.
When the timer pings... you thank them for their time... you ask them if it's OK to come back with some ideas... make an appointment...you get up and you leave.
9 out of 10 times the client will want to talk MORE, because you've made a different approach to the sell.
Or, I like to flash my legs... and cry... and tell them my boss will sack me if I don't get an appointment.
That can work ;-)
I absolutelyh LOVE cold calling.... I always enter a business with only a NOTE PAD and start by complimenting the business on someting, either their merchandising, their friendly staff, or even their NEWSPAPER ads.The very first thing I do is hand them my business card and I ask for theirs in return. Then I confirm that the person on the card is the person who is challenged with growing their business. All I want to achieve is setting up an appoint (hence the note pad). I then ask if I can return at a convenient time and date to spend no more than 15 minutes with them to learn more about their business. That's it, it's as simple as that. The key to cold calling is FOLLOW UP..... Too many sales people fail to follow up as promised. I then send them a thank you email when I return to my office, confirming our meeting time and date. On the follow up meeting, I make it very casual and friendly and DON'T take more than 15 minutes of their time. Hope this helps.
Dave Hughes, GSM, Pineridge Broadcasting Inc. Cobourg, Ontario Canada [email protected]
I ALWAYS approach the cold call from the point of view of whatever the lead might expect me to say as something appropriate. Number one is honesty, and sincerity.
I'd like to have a technical reason for the call and then ease into a sales mode. But lacking anything technical, I'll come right out and let them know that I am checking to see if their needs are being met, or is it time for them to see what I have to offer, including "... the current iteration of a special promotion to get their interest...". Some of my best calls have come from open approach, followed up by asking for the sale.
I'm convinced that being open and honest is what everyone is looking for. There are so many gimmicks these days, especially in today's over active politically charged environment where the media has everyone convinced that there is no right or wrong, just differing opinions.
I believe that there are black and white situations and one of them is that I truly believe that my company offers the best service. This is not a sales line; I sincerely believe it to be true. I am just dying for someone to ask me why I believe that because I am fully loaded and cocked with real ammunition. My company is a problem solving juggernaut and I am the fire control specialist ready to unleash its powerful engine in favor of my client’s needs.
I'd rather that the lead ask me to come back fourteen times at a more appropriate time, than waste both our times just being polite. I do my best to guage their interest and schedule the next meeting if they are too busy.
I know that all of this is basic sales 101, but the question is a basic question.
Phone call..."if we were to talk about your business on our radio stations, do you think you'd see some benefit if we said the right things? Can we meet for 10 minutes to discuss how to make that happen?"
Voice mail..."I was looking over your (website, store, ads, etc) and I have a couple of questions for you. Could you call me back at (number)?"...almost a guarantee call-back. Be prepared with the right questions though...
If all else fails, sometimes I'll play a short spec spot over the phone onto their answering machine.
Funny story but bad idea: my manager told me once of a time he called and called with no luck...finally calling with "yes, I'm calling from WXXX about a problem with your invoice...could you call me back as soon as you get this message?" When they called to ask "What's the problem?"...he said, "You don't have one!"
Using the 'fear of loss is a greater motivator than potential for gain' method:
Hi, I'm Mike from blah, blah, blah. I've been hearing your competitor, XYZ Business all over our airwaves and it occurred to me that there's no good reason that he should be hogging up all our listeners' business. Can I buy you lunch next Monday and talk about how our stations can help get more of our listeners to spend money with you instead? I promise it's not a sales pitch, all I want to do is find out if we can get you the same kind of results he's getting. (I purposely use Monday because that's usually a very bad day for most small business operators catching up from the weekend, so 9 times out of ten they'll say "Monday is bad, how about Tuesday?" (or Wednesday or Thursday. I try to avoid Friday because even the owners/managers are looking forward to the weekend.) I then set the hook with "Where would you like to eat?" and then suggest one of the more UNaffordable places in town, then whip out my phone and let them see me put their name in my calendar.
Day before the lunch appointment, I call to confirm and (after having actually done some research) tell them that I've been doing a little research and I've got some information that might make them happy. (Reduces the number of cancels).
I never go for the one-call close. I open the discussion with the factoid I found (usually something about someone who did some kind of promotion in their industry in a different market and had success) and talk about how we can make that work for him. Then on to the interview, and finally some copy ideas. I always end it with "if I can come up with effective copy (or promotion) and an effective, affordable schedule is there any reason you wouldn't do business with me?
At the very least I always get a second appointment to present the idea, then let the negotiations begin!
Selling Is Fun, Closing Is Funner!
I really like this!
Great answer, Stu!
P.S. I'd love to see a profile photo, so I can put a face on that friendly and honest approach, too!
Dave,
Love your answer.
If you start with the premise of putting the prospect's needs and interests first - genuinely, and not just paying lip service - that attitude will resonate with a prospect who needs your help, and you've just opened a new relationship!
Best,
Rod
"Selling Is Fun, Closing Is Funner!"
...and getting long-term renewals and increases because the campaign is working is best of all!
:>)
Or, I like to flash my legs... and cry... and tell them my boss will sack me if I don't get an appointment.
That can work ;-)
Simon - only for some.
And I'm just guessing you don't have the legs for it. <grin>
