The most underutilized marketing tool in the small business universe.
When I started my biz 3 years back (it’s my anniversary!) I got my first couple clients the hard way: I called them on the phone and begged.
Yea, I know, cold calling is scary. It’s enough to make little bumps crawl up all over your skin and for your teeth to clench together so tight that dogs start howling from the sound. But it’s also a tried, tested and true method of building up a client base.
And if you’re diligent with your cold calling the first time you do it, you’ll probably never have to do it again.
Now, here’s a quick caveat: Cold calling isn’t going to get you anywhere if you’re selling straight to consumers (It’s called telemarketing). The do not call list, plus the shear number of folks out there means it’s just too much of a waste of your time.
But if you’re selling your services to businesses, it’s probably the most straightforward and simple way for you to get started.
So here are a few tips on how to do cold calling the right way.
1. Get a headset. If you’re uncomfortable (physically, I already know you’re going to be uncomfortable emotionally. I mean, damn, I’m asking you to sell yourself.) It’s going to show in your voice. Plus you’ll get a nasty kink in your neck. Ouch!
2. Get a list. No, you can’t just open the phone book, pick a name at random and ask “Can I rolf you?” I mean, you could. But you’ll probably get some weird screams and giggles. Instead figure out who has the biggest need (whether they know it or not) for your services, and put together a nice, easy to use list. It either be on a piece of paper or in a fancy, schmancy database, but just make sure it’s easy to use, and that you’ve got room for notes. The Puget Sound Business Journal publishes a “Book of Lists” every year filled with names, numbers and email addresses of the top 25 local companies in a variety of industries. It’s a great place to start.
3. Know who you want to talk to. If at all possible, hop on the web before your call and find out who the person in charge is. If you’re selling rolfing services to a company, you’ll want the HR director. If you’re a copywriter, you’ll want the creative director. Try to get a name.
4. Have a script. Before you pick up the phone, know exactly what it is that you’re going to say. Type it up and print it out in front of you. And make sure you include what the heck is in it for the person you’re talking to. Something like “Hi, my name is Tom and I offer in-office massage services to companies around Seattle. I’d love the chance to come in and talk to you about how I can help make your employees happier, healthier and more productive at a very reasonable cost. . . ”
Memorize your script. Practice it. Say it to yourself in the mirror.
5. Don’t waste your time on the gatekeepers. People in charge don’t tend to answer their own phones. Don’t waste a lot of time convincing assistants and office managers how great you are. Just call up, ask for whoever’s in charge and move on.
6. Learn to love rejection. The vast bulk of people you call aren’t going to want what you’ve got to offer. Cold calling is a numbers game. Every “no” you get, means you’re one step closer to getting a “Yes.” And honestly, in B2B cold calling the folks you’re talking to aren’t likely to be mean. Most of the time they’ll even apologize for not needing you.
7. Be prepared for the yes and the maybe. If you get a hot one on the line, you’ve got to be ready to move. Make sure you’ve got a next step figured out. That could be an in-person meeting (preferable), an email with a link to your site and a promise to follow up or even just a “Well, let me send you my information so that you can keep me in your files.”
And wham! THere it is! Cold calling.
Take a deep breath. Hold your phone close to your chest. It’s all going to be alright.