Article by Matthew Coppola, Client Centric
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Many people don’t like to cold call. But it’s not as hard as you think.
There are a number of steps to make in effectively cold visiting a prospective client.
1. Get into the right frame of mind
Never go out and sell a product/service to a business if you really are not feeling up to it. Business people can sense any disinterest, unenthusiasm or tiredness from you and they are likely to imitate you and be disinterested themeselves. So make sure before you go out, you clear your mind, have a cup of coffee, prepare your material, and go out. Make sure you are also comfortable too. If it is a cold day, wear warm clothes, if it is a hot day, then you would do well to well cooler clothes.
2. Prepare yourself
Make sure you have all the marketing material on you, and that you are ready for any objections that you may come up against. I would suggest writing up a document thats titled “Frequently asked questions” which you can hand to the client to remove any suspicions or misunderstandings they may have.
3. Briefly learn about the business you will be visiting before you go out.
Employers appreciate people who have a good knowledge about their company because this shows that theyve gone out of their way to understand the possible needs of the company and it shows enthusiasm.
4. Presentation is key
When you go to reception and ask for the manager or business owner and they ask what you are here for, mention that it is a business matter and you need to speak directly with the manager. I would suggest however that you call before hand to arrange an appointment, but sometimes that can be hard if you are trying to sell something, getting through the gatekeeper can be very difficult in many instances. One option is that you call the business before hand and say:
“Oh hi ________ my name is _________ from __________ and I cant find the business card of the manager/business owner anywhere, are you able to help me? I need to contact them”
When you go into the business I suggest not mentioning your last name and ask to see the manager in a direct and assertive manner.
So you have been successful in getting through the gate keeper and the manager walks out from his office. Use the following script template and change to suit yourself accordingly:
Hi _______ I’m Matthew from ________ I apologise for coming unannounced, but would you be interested in knowing how ____________________”
(This part is when you mention the possible value the business can epect to get, and if they are interested, then proceed with you sales pitch. If they arent, move on. There are plenty of people out there who would be interested)
“The reason why I came to your business is that I felt our product/service would be of interest to you because ________________”
(When you are mentioning why you feel it is of interest to them, mention how your product/service can save their company value and money, tailoring your sales pitch specifically to their business.
“What are your thoughts?”
(Now you have the chance to answer any questions/objections)
And that is pretty much it, if you have got to that stage, you can either sell your product then and there or leave information with them, grab their contact details and ask to follow up in a few days once they have reviewed your product/service.
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