Before You Call
Before you even touch your phone, you should prepare by completing the following checklist.
1. Know Your Product by heart
There is a reason why this is first and highlighted. If by some miracle you make it past the gatekeeper (a professionally trained receptionist whose sole job is to swat away sales flies, like yourself) and get the decision maker (the person who will eventually pay your invoices) on the phone, it's important that you sound confident in not only yourself but your business. You must prepare for every possible objection that is thrown your way, which brings us to our next step.
2. Overcoming Objections
"Can I give you my email?"
"We already have a service like yours."
"I'm a little busy right now, can you call back later?"
"Just tell me how much it is, already."
You will hear many different versions of the phrases above. It's your job to know ALL of them by heart but to be able to have the right response that appeases them. I recommend creating a Google Doc with all possible objection/responses.
3. Know Your Market
How much money does your ideal customer spend on your product/service annually? Who makes the decision within the company to be able to hire you? What ages, genders, household income, locations best suit your business? The more you understand your market, the better you know how to structure your objection responses.
4 Write an elevator pitch
An elevator pitch is a 10-second (It doesn't have to be 10-seconds exactly) sentence that builds your credibility in the marketplace, summarizes your product/service, and states your intentions for the phone call.
"Hello Tracey, my name is Johnathan, the owner of Direct Video Targeting. I wanted to introduce myself to you to see if our business can help your company save 15% annually on marketing services. Would you mind if I sent you a case study from one of our clients?"
5. Build a list
You have two options: You can either buy targeted business-to-business sales leads from someone like the B2B
Data Guy or you can use other free resources like Manta.com or Google Maps. If you're choosing the free route, put as many contacts as you want on an excel spreadsheet or Google Sheet. Just go to Google and type in the types of businesses you're looking for.
"rv dealerships in california"
"dentists 60 minutes near me"
"personal injury attorneys"
6. Make a point system
You should have a list of goals for each possible outcome. Give each outcome a hierarchy. Make a list from Google and the only information points I have are the name of the businesses and their phone numbers. When it comes to cold-calling, the goal is to set up an appointment with the DM. There are other goals that we can measure like finding out the DM's name, personal email given by DM, a good conversation, and a follow-up date.
Appointment Set - 5 points
Great Conversation/ Suggested Follow-Up Date - 2 points
DM Email Contact - 1 point