Never Make Another Cold Call

You should not have to make cold calls when marketing your business. Instead, follow this superior and simple program.

by Brock Henderson Principal, Henderson & Associates [November 16, 2006]

One of the hardest things you'll ever do while marketing your business is to make a cold call; either in person or on the phone. No one likes rejection, and cold calling is nothing but a series of rejections, one after another after another. Many books on selling will tell you "it's a numbers game, the more prospects you call on the closer you are to a sale", just put on your happy face and endure the rejection. But why put yourself through such torment? It isn't at all necessary.

A cold call is when someone doesn't know who you are, and may not even know your company. It is cold because you just stroll in off the street barging into their day and their problems at a time that is more convenient for you than them. No wonder you face rejection! They are in the middle of some important project and you want to talk to them about T-1s or webhosting or something that—at that moment—they don't give a hill of beans about. Of course the response you'll get is, "Not interested, good bye".

But, there is a way to beat that and actually have them interested in hearing what you have to say. Send them a letter. I know it sounds ridiculously simple, but it really does work.

In the letter you should do the following:

1. Introduce yourself
2. Introduce your company
3. Tell them what you want to talk about
4. Tell them exactly how much they will save with you
5. Tell them you will call, and when

Introduce yourself: Dear Mr. (name), I'm Tony Blair with XYZ Internet.

Introduce your company: XYZ Internet has been in business for the past eight years providing quality internet solutions to businesses in the community. Our quality service and dedication to the customer has produced intense customer loyalty.

Tell them what you want to talk about: We believe in providing superior quality T-1 and T-3 service at prices that are highly competitive.

Tell them exactly how much they will save with you: (Note: you don't need to know whom their current service is with, all you need is your competitors' rates to drive home your point. Plus, business people respond much more favorably when they see things in terms of dollars and cents.)

The cost of T-1 service in this area runs as high as $1,200 per month. That's expensive compared to our rate of only $875 per month. That's a savings of $325 per month, or $3,900 per year. I would think your company could do a lot with an extra $3,900. Money is an important motivator in business, so don't give them a generalized "we will save you money" pitch. Instead, tell them how much you can save them. You might even say, "We saved another local business $1,200 a year with our fractional T-1", but you must have the evidence to back up your claim if the prospect challenges you.

(Another note: Savings could be on less down time or some other element besides the actual monthly fee.)

Tell them you will call, and when: (Note: Give the recipient four or five days before you call; this will give them a chance to have received and read the letter.) I will call you on Thursday afternoon to set an appointment so I can discuss your specific savings.

Then, call them on Thursday afternoon as promised—not on Friday, or the following Monday, but on the day and time you said you would. It shows them that you do what you say you will, and that is a key element in developing trust, respect, and a sale.

Having sent this introductory letter, you'll find that they will be more responsive to your call and thus more likely to actually set an appointment and see you. No more cold calls. In fact, some prospects will actually call you first! Some will want to set an appointment, some will have questions, and some will tell you no thanks—but think of it, people calling you instead of you calling them.

Words of caution: when sending out letters, don't send more than you can actually call on the day specified. Don't send 100 letters telling all of them you will call Thursday afternoon because there simply is no way you will be able to physically contact them all. Stagger the days you send a mailing, and divide the calling between the morning and the afternoon.

You have accomplished four very important things:

1. No cold calling. Prospects know who you are and what you can do for them
2. Appointments are at convenient times for the prospect.
3. You have time to research the prospect and custom tailor your presentation.
4. You arrive in a better frame of mine because you know they want to see you.

Now, start writing those letters and stop making those cold calls.

—End