If your business sells products or services to other businesses, ie. B2B, you have a tremendous opportunity to boost sales using telemarketing. Perhaps your cash flow is at a point where an influx of cash could really help. The following idea is a short-term telemarketing campaign you can implement yourself for great results. Best of all, it does not have to cost you any new money to get started. So, your return on investment is very high.
Here is all you need to start:
1. A Phone line.
2. A list of people
3. Some paper to keep track of the calls you make.
So, unless you are making long distance calls, this cold calling campaign could cost you nothing outside of your normal business expenses and the time involved in executing this plan.
Let's get started. First, put your ego along along with all the misconceptions you have about telemarketing and read carefully. This is a powerful technique I have used many times for a surge of cash into a variety of companies, including $ 46,500 in new business over a 2 month period for a company that was going broke.
1. The Gameplan. You will be calling businesses, during normal business hours, so you do not have to worry about the Federal "Do Not Call List" rules, since calling businesses during normal business hours is not considered part of these laws. Gather a list of at least 500 names and numbers of potential customers or clients you'd like to do business with. These are cold prospects that do not know you, or you have not done business with before. Look online, get the Yellow Pages or anywhere you can get names and numbers of businesses to call. The point of this cold calling project is to develop "new" relationships and business. You can do a different campaign to produce results with your existing clients and customers, which I wrote about in another article.
2. Think short term. The idea for this cold calling technique is to do a short term "blast" and call as many prospects as you can in a 1-3 week time frame. This gives you a clear deadline and goal to work toward. Also, if you have enough prospects to call, you will not get stuck on any one prospect that hangs up, swears at you etc.
You will need to set some goals that you want to accomplish, and being you have a clear end-point, the calling does not have to feel like such drudgery. You can make it fun, or turn it into a contest if you have others in your company involved. You will want to set some target revenues, sales, appointments, leads, etc. to have a clear goal to work toward.
3. Develop your script. This is the hardest part. Get the idea out of your head that a script is bad. The only way you can track and improve your progress is by monitoring your progress and changing one thing at a time, only then can you find out what is working and what is not working. Your script should be basic, to the point and cover the major benefits of dealing with your company. You will want to introduce yourself, your company and what you are offering, either in the form of a promotion, discount or call to action. Obviously, you will need a script that accomplishes the main objectives of your way of doing business, whether that is in the form of walk-in traffic, face-to-face meetings, sending out material, selling directly by phone or visiting a web site. Also, put together a list of responses, or rebuttals, from common objections prospects have before doing business with you. You probably already know these objections, but putting the responses to these objections down on paper, in script form, will help you give a better phone presentation and generate better results than off-the-cuff, unscripted answers.
4. Start Calling. Set a specific time every day for the duration of your cold calling campaign, and stick to it. Try to make 100 dials per day minimum, and record your progress in the form of dials you make, the actual number of decision makers you talk to, and the resulting sales, appointments, commitments or other business generator. Focus on dials and activity each day, rather than the end result. Make sure you keep track of those calls you need to follow-up a second or third time as these are very good prospects.
You have heard before sales and marketing is a numbers game, and if you do the numbers, the results will follow. And, this takes the sting out of rejection by phone, which many people have a hard time with. But, by the end of this campaign, you will have no trouble with hang ups or nasty people, which, in B2B selling is less common than calling residences.
5. Adjust and Improve. As you make your calls, you will notice things that work and do not work, record these things, make changes to your script and keep calling. By the end of your cold call campaign, you will no doubt see a dramatic increase in business, although you will begin generating enough profits to hire someone to keep calling, since, at this point, you have all the kinks worked out of your telemarketing campaign, you can just replicate what you are doing with someone else. Who knows, you could have an entire phone room working for you by the end of the year!