Cold Calling Clients
As some of you may already know, I’ve started my own web design / development / SEO / SEM business handling everything from internet marketing, to site design, to web applications development. Early on, I am throwing a fairly wide net until I have a chance to find where the demand and the money is - at that time I will narrow down my focus upon that particular industry.
Currently, I am trying to land my first few clients. I’ve had a few already who have been happy with my work, but it looks like I will have to cold call to get the ball rolling. Does anyone have any strategies with respect to cold calling? Is there anything you do which seems to garner a great response?
I appreciate any tips!
Hi Brian,
Back in 1999 I used to cold call on a Monday along with my colleagues and we would book our own appointment for website sales for the Tuesday – Friday of the following week. We would then spend the rest of that week attending the appointments we’d made the week previously – so if you’d not done too well the previous week; the plate was looking empty for the end of the week! I learned really quickly that website sales cold calling is as bad as uPVC double glazing, Aluminium facia and now, Search Engine Optimisation (SEO)!
You can bet your life your call is timed exactly as the potential customer has just finished filling out his VAT return and is wondering just how he is going to pay it and you want to take some money off of him!!!
Anyway, it’s not all doom and gloom. He’s what worked for me:
1. Tell them straight away that it’s a sales call – nobody likes being lied to.
2. If its practical, ask them if you can come and visit them so that they can tell you a bit more about what they do (Every body loves to talk about what they do) and you really do need to know…
3. When you book the appointment – tell them that once you’ve found out what they do and if you genuinely have a solution to their problems you WILL ask them if they want to buy it at the END OF THE MEETING and if not you’ll probably ask them for some referrals if they know anyone who you could help. You’ll be amazed how many people just don’t listen to what you have to say because they are waiting for you to hit them with the order form anytime during the pitch.
4. Most people will say “can you send something?” you’d be amazed how many sales guys say “err, no” and go on with the pitch. For me, here’s a potential client ASKING ME to send my brochure etc – wow. I’m thanking him for his time (because it’s obviously not the right time) and I’m definitely going to send something and follow it up. So the golden rule here is HAVE SOEMTHING TO SEND… yes, real paper by snail mail if necessary. Our proposals ALWAYS have an order form and T&C’s.
Finally, you know those annoying calls you get to change your mobile provider just as your sitting down to Sunday lunch – don’t be rude to those guy’s anymore; somebody just paid 1000’s of £/$’s to train them – its worth listening to them for tips whilst you’re carving-up..
Anyway, hope that helps somehow.
Best regards
Chris
Good stuff Chris. Brian, I’ve had good luck teaching a free low-level SEO/Marketing class at the local library. It definitely beats cold calling.
Brian,
Don’t cold call. Too many snake oil SEO salespeople have ruined the chance. Trust me, even if you can name of 20 things that a site needs to do and there is fruit hanging low all over the place, they don’t want to know about it.
If someone is ready to buy they are ready to buy and looking for a good SEO/Developer/Designer, etc. They will come to YOU.
How much would you pay per lead, or as a commission for a client? I and many other SEOs pass up work all the time because we simply can’t handle another client. Make connections with people in the industry and you’ll probably get started on referrals alone.
Good luck!
What i did to get started was to go to local networking groups. Typically these groups only allow one person per business type. I also went to meetup.com and join a couple meetups with relating topics. Seemed to work for me. The best thing i can say is try not to sell your self the first go around. Just explain that you have a solution to their problem and the rest is history.
Hi!
Cold calling can and does work however you have to “warm” your calls up first by by doing your research properly.
Many people are negative about cold calling. For the most part this is because either they don’t want to or can’t do it. This is fair enough. No-one wants to take a business call from someone who doesn’t want to make it! No-one enjoys cold calling if they don’t want to do it!
If you can get in the right state of mind and decide to “go for it” then you need to consider how you are going to introduce yourself and how you are going to engage your prospect.
* What is your hook?
* How can you demonstrate you have researched and this is not just another random call?
* What is in the call for the prospect?
For more ideas have a look at my blog at www.gaviningham.net/blog/. There are several articles on there on cold calling and on selling in general.
Finally, good luck with whatever decision you make.