Need advice on cold calling sales from small business owners?

Question

I have a business that we market legal service membership which also includes a membership to a website that is full of resources for small business.

Right now I'm using a free directory listing to get me into the door of the small business. I have tried cold calling over the phone with a short script and setting an appointment to go in for the free directory listing. This leads me into talking to them about our legal service membership while I'm there getting their information for the free directory listing. I have also tried walking in cold and asking for the owner or maybe I already have their name and I try to set an appointment to come back in for their directory listing or if they are free I can do it right then. Again this all leads me into talking to them about my service.

What my hang up is, I'm not sure if cold calling over the phone is better than just walking in off the streets. How should I introduce myself and explain why I'm here so I don't sound like the typical run of the mill sales people?? If you have a business, why do you choose to talk to some sales people versus others? Do you prefer someone just walking in cold or would you like for them to call you and set an appointment? Please give me your feedback and any advice you have.

Answer 1

I would definetly encourage you not to come off the streets and try and sell your services. Immediately they will be closed minded and be waiting for a chance to speak so they can tell you they are not interested. As for cold calling, the best thing you can do is state who you are, who you work for, and is this a convenient time to speak at the very beginning.

I think reading a script is a horrible way to go about selling your services over the phone because it is easy to tell that you are doing so. Make it more personal. Do a little research on the company before you call so you can tell them exactly how you can help them. A great sales technique is to ask questions, this will engage the customer more (people love to talk about themselves). Here is a great article about selling through asking questions, it is very helpful.

Answer 2

As a business owner I can tell you that walking in off the streets will get you nowhere but to the front counter.. What you need to do is mail them some information one page introducing your service with a business card attached and a brochure etc.. with maybe a free pen! At the end of the letter make sure you tell them you will be calling to follow up with them in a few days and then make sure you call them.. If you know the owner/manager's name then use that .. When the receptionist answers the phone tell them you are following up on some information you sent such and such a few days ago. This sounds like you have already spoken to them and that you are not just now trying to sell them something.. After trying severals time to contact the person with fail. Then mail them another follow up letter. Oh yeah one thing that always works is FOOD.. Offer to bring pizza /cokes for the whole office.. You never know 20.00 could turn into whatever it is your needing to make..

Good luck ..

Answer 3

Face to face by all means.
When you do you personalize the service being offered.
Part of the "sell" is not the service but the persona, so turn on the charm... and park your ego in the lot. You gotta be able to take it.

Now for the call:
Know your service being offered. You will get a very short visit and will lose them if you have to look for information. If the service is highly specified, then speak in generalities. "I can send you the numbers but it's gonna be this".

Walk in, have a card and ask to speak to the CEO / Owner.
Be direct about who you are and why you are there. Mention you do not want to consume his time.
Make the offer, write it down (back of the card) and get lost.
If any interest is shown keep the name and...
Return a phone call the next day.
Return with a visit in a few days.
If they ever state they are uninterested simply ask if you can just leave the quote, offer. (Have everything they need especially cost)

Go to the next cold call.

Key is YOU not the service.
Gotta be so cool. Someone of the opposite sex? Keep that out. They advance stick to the business. This is a sale. Be cordial, polite, and smart and fast.
At least appear that way.
You crash on a call or two, just don't return and learn the lesson.

Hope that helps.
Been doing it for years.

Answer 4

Here is how we do it.

We use the phone to gather information,
who is owner/manager?
do we have correct address?

Then we mail that person a brochure or sales letter


Then we wait 5-7 business days and either follow up the letter with a phone call or stop in and ask for that person stating that we are following up on some material we sent in.

Wait 3-4 weeks and call again.

After that we contact every 8-15 weeks until they tell us to drop dead or give us a sale.

Cold calling works to but we only do it when we've made a sale in the neighborhood.

Hi! We just sold this project to your fellow business neighbor down the street and we were wondering if you would be interested in seeing our product/service?


Good luck.

Answer 5

I hate cold callers - but I really hate people who come in off the street. You never ask if I have time available, just start into your spiel of how valuable your service is.

Answer 6

All the best sales come from face-to-face interactions. I feel that this will always be the case.