Cold Calling.pdf

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Offline Optimizer
Opening Clients – Cold Calling
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You’re practically a telemarketer.
Get that into your head first and
foremost. Now move past that
fact and continue learning from this guide. Most people believe that
when they are calling business owners they are calling as a
concerned representative of their company and are trying to help out
a fellow business owner. While this is true, it needs to be put into
perspective again.
From the BUSINESS OWNER’S perspective, you are no better than a
telemarketer or unsolicited call, and they are going to assume from
the get-go that your only goal is to sell them a product you have no
personal ownership in; but more importantly – that you’re about to
waste their time.
By allowing them to have this mindset, we have subconsciously
allowed them to pace and lead us, and effectively, take control of the
phone call. You cannot let this happen. There is NO REASON this
should ever happen – unless you attempting your phone calls the
same way a telemarketer would attempt his. We are going to set
ourselves apart.
1. The number one pitfall that most people make before they’ve
even dialed a phone number is over-analyzing the call. Don’t
start to analyze a call that you haven’t even made yet. Don’t
even TRY to anticipate what the business owner is about to say
to you or how he or she might try to get you off of the phone.
You are going to be absolutely blown away at some of the stuff
business owners say to you or the methods they try to use to
Offline Optimizer
Opening Clients – Cold Calling
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persuade you to stop trying to persuade them. Be persistent
and power through all of it.
If you have done your research well enough before the phone call,
then selling them once you talk to them is going to be a cake walk.
Set yourself up for success and you won’t have problems talking to
your potential clients.
The requirements that were listed in the main guide apply here. Be
passionate, be confident and be PERSISTENT.
Remember, you are doing them a FAVOR by calling them; so have
that mindset. Without this phone call, they’ll probably never even
CONSIDER trying to find SEO services. By calling them, you’ve
expanded the possibilities for their business. You need to have a
carefree attitude, and not seem desperate to make the sale.
2. Most people have an unnecessary fear of talking to business
owners because of what might happen.
Step back for a second and ask yourself what might happen…
Okay, what did you come up with?
Let me help you out: The worst thing that will happen is they say no.
Is this the end of the world? NO! It just means a yes is one no closer.
You need to analyze a call after you receive a no and identify your
sticking points (failure points) and try to fix them. Be honest with
yourself about what isn’t working and figure out how to make it work.
3. Don’t try to fluff this person up a bunch over the phone, it won’t
work. In an email, it will work much better, but on the phone,
they’ll promptly dismiss you and hang up. We’re going to be
short, and sweet over the phone. Don’t stand in the mirror
repeating what you think is going to work and what they might
say, once again, you can’t predict that. You can control yourself
- that is it. You can’t control what the business owner is going to
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Opening Clients – Cold Calling
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say or how they are going to react. You’re not a psychic, so
don’t try to set yourself up for failure by acting like one.
4. Don’t throw numbers and facts in their face, they’ll hate you.
Literally, if you tell them how much better they can be with your
help, they’ll assume you’re telling them that they currently suck.
Even if this is the case, and they do suck at marketing, you can’t
tell them this. You, once again, need to make this seem like a
friendship you are trying to build (and less making it SEEM like
but more making it ACTUALLY INTO A FRIENDSHIP) or else
you’re never going to make a sale.
5. Don’t speak with a manager. Don’t speak with an employee. If
the person who makes the decisions on this kind of thing isn’t
available, then don’t talk to anybody, just say politely, “Thank
you, well I’ll just get back to him/her later.” It’s not going to help
your cause to tell a manager to let the owner know, because as
soon as the manager lets the owner know, the owner is going to
have a ton of other things to deal with. The likeliness of him
calling you back is slim to none.
6. Don’t try to sweeten them up. Seriously – I don’t know why
telemarketers think by saying, “How is your afternoon going
today?” that they’re going to increase their success rate any.
Likely reality of the situation is that the business owner is at
work, busy, and doesn’t want to have anything to do with this
phone call anymore unless it is going to make them money.
How do we get through this little obstacle? We don’t promise to
make them money because as soon as you do, you’re wearing a
bright red flag across your mouth that is screaming at him or her
to hang up the phone so he or she can get back to work.
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Opening Clients – Cold Calling
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7. Don’t forget to use their name. This is a purely psychological
concept - people like to hear their name. The more you use
someone’s name in conversation, the more they will like talking
to you. It’s a fact of science, not marketing, so get the owner’s
name early on in the call (even though you should have it
already) and use it often when speaking with him or her. It
makes it a lot more personal and doesn’t make them imagine
that you’re some random dude sitting in a cubicle about 3,000
miles across the Earth making 500 phone calls a day.
8. Don’t forget to listen. As simple as this seems, most marketers
just know what they want to say and refuse to miss the
opportunity to say it at all costs. Regardless of what the owner
says, they will push forward with their sales script, ultimately
blowing the entire sale. LISTEN to the business owner and what
he or she tells you, and react to it accordingly. Pace and lead
the conversation in a direction that is going to get you one step
closer to being in front of their face, so that you can hand them
the analysis (the golden ticket to money, if you haven’t realized
by now).
This one needs a concrete example, because for some reason,
it’s not an obvious concept for most people:
Example: “So <business owner’s name>, how do you get most
of your clients?”
Answer: “We mostly get walk-ins and business through our
Yellow Book advertisements”
Most people would understand the business owner’s statement
as meaning, “I get a lot of business already, we don’t really need
the internet.”
Offline Optimizer
Opening Clients – Cold Calling

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