COLD CALL OR KISS A FROG?
Cold calling is one of the most feared marketing tools for small business owners. This came in my e-mail several days ago and I made a few modifications to send to our members.
What’s the right approach? Be ready to ask for their help.
“Instead of being ready to tell them about how great you are, be ready to ask for their help. You see, psychologically, we each have six fundamental human needs that MUST be met. The one we’re appealing to with this approach is called ‘contribution’.
It feels good to help other people. Most of the people who answer their doors will be willing to help you, provided that you give them a compelling reason. Your need for income is not compelling. Your desire to buy a new car is not compelling. That vacation you want doesn’t mean squat to them… but if they can see that you’re willing to do something most people find unpleasant in an effort to help other people, the table turns instantly.
Consider this approach…
It’s a warm day and you’re dressed in office clothes even though you’re out pounding the pavement. Who knows, you might even be sweating? You lumber up to the first door, knock, and someone answers.
They look at you quizzically, trying to decide if you’re dangerous or maybe they know you from somewhere, and then you say “Hey… I’m really sorry to bother you, I don’t normally do this but I really need some help. Can you help me?”
Nine times out of ten they’re going to say something like, “I don’t know, what do you need help with?”
And your response is going to be, “Well, here’s the thing… I help (state your product/service target market) by providing (state your value proposition). Do you know anybody that may be in need of my (product/service)?
Their answer is going to be yes or no. If yes, simply thank them. Then, introduce yourself, ask for their name, and then ask for the name and contact information (hopefully they will say tell me more) of the people they think might be interested.
If they say no, simply thank them for their time. Then, introduce yourself and hand them your card. Tell them that you sure would appreciate a call if they think of anyone later.”
Get out there and make it happen!
Tips & Advice by Nick Petra, CFP – Founder of Strategic Duck and BizQuack
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