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Cold Call Strategy That Really WorksCopyright © 2003 Lynne BullenIf your business offers products or services which need personal contact with your clientele or customer, here's a proven strategy for those who find the "Cold Call" a difficult task. This has worked well for me over the years, but I still get those little butterflies at Step 12, just prior to being invited to "walk this way" to meet my potential new client. I take a deep breath, stand and offer my hand and introduce myself. The butterflies seem to settle and allow me to get on with business. Remember - butterflies are a normal phenomenon. We all have them. So, down to business: 1. Choose your targets - Sit down and make a list of the services you provide, then in a column next to those services, write down the types of businesses that would benefit by using your services. 2. Telephone the Company to determine whom in the business is best to contact. Speak to the receptionist. Tell her you have some correspondence to send to General Manager, Office Administrator, Marketing Director, or who ever it is you have chosen to contact. Ask her to confirm spelling of that person's name, correct title (Prof, Dr, Miss, Ms, Mrs, Mr, etc.) and position held (as above), correct mailing address. (Ask for both the PO Box address and the physical address. Confirm telephone and fax numbers, email address, website URL (if they have one). Add all of this information to your database. 3. Research the company. Check the Annual Report, Newsletter, Website. Speak to any of the company's clients who may be known to you. Find out exactly what type of business terminology the business uses in its daily dealings with its clients. 4. Compose the communication. Choose your words carefully. Use terminology that is relevant, confirming to the reader that you know a little about the field. Don't use "jargon" for the sake of it, only where it is appropriate. Be sure that your letter is no more than one page in length. The content should be concise, informing the reader why you are contacting him/her, describing your offer succinctly. Be specific about the services you offer each potential contact. You won't get far if you outline all of your services, especially if they are not relevant to the reader and his/her business. If you want the reader to know more about you, then refer him/her to your website. If you don't have a web presence, invite the reader to contact you for more information if he/she should require it. 5. Send your communication by Mail in the first instance. Although we have today's technology literally at our fingertips, it is not a good idea to make your first contact via email. You may be seen as, or be accused of "spamming", a term used for email that is unsolicited, mainly nuisance content, which will more than likely be deleted by the receiver before it is read. 6. Await a response - (you may not receive one). Don't be discouraged. Not everyone you contact will need the aervices you are offering. Do monitor responses by setting up your database. 7. Follow up your correspondence by telephone within five working days (try not to have a weekend within that period). I have found that mailing on Friday means your target will usually receive the communication by Monday. I make the following Thursday between 10.00am and 2.00pm my "follow up by telephone day". Ask to speak to the person targeted. If he/she is unavailable, talk to the Secretary and ask her to take a message. Be specific about the reason you called ... something like, "Mr XXXXXX will have received the information I mailed earlier in the week and I'd like clarify any points or answer any queries he might have." You may find that your contact uses his/her Personal Assistant or Secretary to take care of communications such as yours. You may also find an ally if you encourage the PA to assist you. 8. Make an appointment - at a mutually convenient date, time and place. If you can, go to your contact's place of business. You'd be amazed at just what an insight into a business and the way it works can be gleaned from sitting in the reception area while you await your client. 9. Confirm appointment via email. If you don't receive a response, phone your target's Secretary to check if the appointment is in the diary. If it's not, ask the secretary to "check his/her email" to determine if, in fact, your email reached his/her computer. Don't assume that your target has received your emails just because you sent them. If your appointment is not confirmed by your target or his secretary, don't just turn up. The Secretary and/or Receptionist can be a good meter here. If you strike a rapport with her from the beginning, she will want to assist you in achieving your first goal, the appointment. 10. The day before appointment, phone to check that all is in order and that you are expected. This can be a real time saver in the event of your target having plans changed at the last minute. Re-schedule your appointment if necessary. 11. Prepare for your meeting. Make sure you have all necessary materials. Prepare a list of questions you have for your target. Prepare a list of questions you may be asked by your target and write down your responses. Preparation is the most important step in this exercise. 12. Attend your appointment - Try to get there just a little earlier than the time specified and take a note pad with you. Look around, make notes. If the receptionist and/or secretary with whom you have been liaising is in the waiting area, don't be afraid to ask questions about the company. Ask how long he's/she's been there and glean all the general information you can from her, including names and positions of those who work with your potential client. People love to talk about themselves and their job. Be aware that she is "at work". If she's good at her job, she will not welcome 13. The meeting - When you and your potential client are finally together, be specific about your reasons for being there, and thank him/her for putting the time aside to meet with you. Make notes and ask for clarification of anything you're unsure about. 14. Follow up - Write a note of thanks for the time given to you and include all information for which you were asked. Additionally, outline any agreements made during your meeting. Be specific. Ask your potential client to confirm your agreement in writing. Now it's up to you to convert your potential client. Remember, a client is only a client if he/she becomes a regular user of your services or products. ~ Resource Box ~ |
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