B2B Cold Calling

 
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Old 03-19-2008, 12:57 PM   #1
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B2B Cold Calling


I have gathered about 65 really good leads. These are developers doing current construction.

I need to do some cold calling to contact these businesses, find out who my contact person is, and do an introductory mailing. Simple, right?

Wrong. I am painfully shy. It's much easier for me to overcome in person, when I can watch the person I'm interacting with and guage what I'm saying.

Phones really intimidate me. My writing is pretty good, if I do say so myself. But I am not quick on my feet when it comes to dealing with gatekeepers or unreceptive individuals over the phone. I'm very nice, never rude, but I'm very easy to say no to. Argh. And I'm the world's biggest procrastinator - not something I'm proud of, but I'm very good at putting off the inevitable.

Does anybody have any suggestions? I've read books on cold calling, done quite a bit of it in the past. I hate it. Although calling other businesses doesn't seem like such a bad thing to do. I'm still having trouble picking up the phone.
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Old 03-19-2008, 01:21 PM   #2
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Re: B2B Cold Calling


I'm not surprised you don't want to start cold-calling, as a peson who has suffered being on the receiving end of it (and still am) I hate it. As far as I am concerned I pay for a phone line so people who want to buy can call me, not sellers.

As soon as I realise that the caller is trying to sell rather than to buy, I terminate the conversation.

What I do look at, though, is written material. Especially if it is interesting,

John

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Old 03-19-2008, 01:35 PM   #3
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Re: B2B Cold Calling


Quote:
Originally Posted by john elliott View Post
I'm not surprised you don't want to start cold-calling, as a peson who has suffered being on the receiving end of it (and still am) I hate it. As far as I am concerned I pay for a phone line so people who want to buy can call me, not sellers.

As soon as I realise that the caller is trying to sell rather than to buy, I terminate the conversation.

What I do look at, though, is written material. Especially if it is interesting,

John
I'm trying to find out if these developers need walls like we build (many do, even if they say they don't on the phone).

There are two lines of thought on the sending written info:

1. People like you who prefer something written.

2. People ask for written info so they can get off the phone faster.

I'm trying to figure out how to do this. I need our brochure to wind up in as many of the right hands as possible. I'll drive to these people if necessary (some are a couple of hours away).

I don't need to sell immediately. I am more than happy just to find the right person, talk to them for a few minutes, and either set an appointment or do a mailout. Of course the object is sales. What else are we in existence for?
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Old 03-19-2008, 02:02 PM   #4
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Re: B2B Cold Calling


I would start with email and a link to your website. Offer to come out and talk with them in person or to send some information in writing.

Its helpful to them if you can put a short description of the working conditions and pricing for one or two specific jobs they will see on your website.

"Butler home. Started with erosion control (fencing and hay bales, 2800 linear feet @ $2300.00). When construction was complete, our company then removed the erosion control and installed 3400 linear feet of 6' cedar privacy fencing for $23,000. This included 6 gates (two can be seen in the photos.)"

This type of contact lets them "interview" your company without the cold calling. If you send to a specific person, give them a day or two and call them to ask if they got the email and if they have any questions or even if they were the right person to send to. Often, if they are not, they will forward the email to the person that should see it.
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Old 03-19-2008, 02:24 PM   #5
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Re: B2B Cold Calling


Try finding the web sites first. Many offer a list of who's who in the company. I'd go for the PM's individually. Send an email and then give them call the next day.
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Old 03-20-2008, 01:31 AM   #6
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Re: B2B Cold Calling


try and find a tradeshow to attend or buy a booth. if there is not one in the area hold your own showing at your showroom or conference room...

i took alittle grief from Jason W on my sales approach of inviting builders to my showroom but it did land me a few good accounts for testing the waters with it. as you said even if no buys now they could later, its just making them remember you.
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Old 03-20-2008, 03:10 AM   #7
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Re: B2B Cold Calling


Susan:
Some questions here.
What is the source of your leads? How urgent is it business-wise to get some immediate response? Is there someone else who can do the job for you?
I too hate cold calling, like writing, and avoid cold calling like the plague. I've cold called in the past and will in the future when (a) I have a specific point and highly relevant and individual business reason for the call or (b) urgently need to do it for business survival. If the latter is the reason -- and I'm certainly not implying it in your case -- then I just grin and bear it.
Option (a) suggests you know quite about about the people to whom you are calling, with individualized research and thought, perhaps through your referral network. In these circumstances, cold calling doesn't feel like a cold call. But usually you won't achieve this by simply looking down and calling one by one a list of more than 600 names. You have one person to call, and a reason! (I remember well one phone call to another organization to share some information I had gleaned where another person had 'slagged' both of us in the same breath. Needless to say, my 'cold call' was put through rather quickly to a senior executive -- and as a result, we started a mutually beneficial business relationship, which continues today.)
OK, back to the first question I asked above, "What is the source of your leads"? If this is an association list, and the calling is not urgent, have you considered writing something for the association's newsletter or eletter that the people can really use and apply for their business? Then do it, and again, if it is appropriate, follow up with key people in the group who you know may be interested. This is a slower process. This is NOT calling every name on your list.
Finally, can you find/hire someone to do this work for you? Caution is essential; the last thing you want is one of the stereotypical call grinders who will turn anyone who would really be interested in doing business with you off. This gets into the skill and systematic approach to hiring competent sales people, something it took me quite a few years to resolve, and for which I now follow some very specific rules and procedures. Sometimes you get lucky and find someone really good, really fast, but you can't plan on it.
Finally, if you simply need to make the calls as a matter of business survival, remember that you will likely do the work a whole lot better than a traditional telemarketer. Simply set the number of calls you can reasonably do well in a day, prepare your homework and do your best to 'know' the person you are calling before you put the call through, and make the calls. That's how I would do it.
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Old 03-20-2008, 05:02 AM   #8
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Re: B2B Cold Calling


Quote:
Originally Posted by Publisher1 View Post
Susan:
Some questions here.
What is the source of your leads? How urgent is it business-wise to get some immediate response? Is there someone else who can do the job for you?
I too hate cold calling, like writing, and avoid cold calling like the plague. I've cold called in the past and will in the future when (a) I have a specific point and highly relevant and individual business reason for the call or (b) urgently need to do it for business survival. If the latter is the reason -- and I'm certainly not implying it in your case -- then I just grin and bear it.
Option (a) suggests you know quite about about the people to whom you are calling, with individualized research and thought, perhaps through your referral network. In these circumstances, cold calling doesn't feel like a cold call. But usually you won't achieve this by simply looking down and calling one by one a list of more than 600 names. You have one person to call, and a reason! (I remember well one phone call to another organization to share some information I had gleaned where another person had 'slagged' both of us in the same breath. Needless to say, my 'cold call' was put through rather quickly to a senior executive -- and as a result, we started a mutually beneficial business relationship, which continues today.)
OK, back to the first question I asked above, "What is the source of your leads"? If this is an association list, and the calling is not urgent, have you considered writing something for the association's newsletter or eletter that the people can really use and apply for their business? Then do it, and again, if it is appropriate, follow up with key people in the group who you know may be interested. This is a slower process. This is NOT calling every name on your list.
Finally, can you find/hire someone to do this work for you? Caution is essential; the last thing you want is one of the stereotypical call grinders who will turn anyone who would really be interested in doing business with you off. This gets into the skill and systematic approach to hiring competent sales people, something it took me quite a few years to resolve, and for which I now follow some very specific rules and procedures. Sometimes you get lucky and find someone really good, really fast, but you can't plan on it.
Finally, if you simply need to make the calls as a matter of business survival, remember that you will likely do the work a whole lot better than a traditional telemarketer. Simply set the number of calls you can reasonably do well in a day, prepare your homework and do your best to 'know' the person you are calling before you put the call through, and make the calls. That's how I would do it.
Good questions.

The walls that we build are the typical walls you see around a development or behind a commercial building. Every home development has some kind of wall and many communities are starting to require walls separating commercial and residential areas (here in FL anyhow).

While I don't know these people, I have a real product that they are going to have to consider now or in the future. The big attraction with these walls are their cost compared to concrete masonry and their noise barrier qualities. So I have a valuable product to present.

We need to keep filling the sales funnel. These walls can take as long as a year to sell, from first contact to breaking ground. I wouldn't mind signing a contract for next month, but that's not probable.

I don't have any way to reach people on this list but the phone, mail, or email. I'm not fond of email because it doesn't have the personal touch I like. Mail is good, but can get round-filed. Telephones force them to deal with me, even if it's to growl "no".

I like your point about calling each *individual* on the list. I was looking at websites yesterday, trying to get a feel for the companies. Some were little one or two-man shows, others were huge corporations that spread across the country. But there's always the correct individual contact to be found.

There's no replacement for me on this task, other than my husband, and he's on a project now.

Argh. I know what I have to do, and that's pick up the damn phone.
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Old 03-20-2008, 06:45 AM   #9
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Re: B2B Cold Calling


get someone to do it for you, write an outline for them, rehearse a call , let it go,,DELIGATE
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Old 03-20-2008, 07:31 AM   #10
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Re: B2B Cold Calling


Ask yourself,
What is it about cold calling that you really don't like?

When you list all the reasons why you don't like cold calling, hopefully it won't be due to poor product knowledge, or lack of ability to do the work.

It will probably boil down to "it make you feel uncomfortable"
It's not dangerous
It's not life threating
People won't laugh you out of the building.

It just makes you feel uncomfortable.

I found that when I boil it down to its most basic reason, it's easier to deal with. Hell I do a lot of things that "makes me uncomfortable"

You need to practice and you'll get more comfortable with it.

When I started I would make a goal of 10 cold calls a week, I would stuff the fear and knock on the doors. After a while I would pull up to the buildings and yell in my car "COME ON REJECTION" Just to get the last few over.

Funny thing was people weren't really rejecting me they just didn't need me at that time. I stopped taking it personally.
They weren't saying NO they were saying NOT YET.

You may not be any good at 1st
You may never be great at it.
But I promise you,
that if you get out there and just do it...
you will be better at it.
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Old 03-20-2008, 09:29 AM   #11
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Re: B2B Cold Calling


Susan, Did Lorne do any of those walls down in "The Villages" or "Leesburg" area?
You may also want to try call on LCT transportation in "Okahumpka" they were thinking of replacing their chainlink with some real fencing last I spoke with them.
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Old 03-20-2008, 09:47 AM   #12
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Re: B2B Cold Calling


Quote:
Originally Posted by wizendwizard View Post
Susan, Did Lorne do any of those walls down in "The Villages" or "Leesburg" area?
You may also want to try call on LCT transportation in "Okahumpka" they were thinking of replacing their chainlink with some real fencing last I spoke with them.
Thanks for the lead!

No, we didn't do the walls in The Villages or Leesburg. We know who did, though, and we're going to contact them about subcontracting. That's Lorne's job. He's got the connections to get to that person.

We actually have a project manager who does these for us. He ran a foam wall company for 10 years and doesn't want to run the business. He wants to build walls and run crews. He was down in Sarasota. There are LOTS of his walls standing in Sarasota.
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Old 03-20-2008, 09:58 AM   #13
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Re: B2B Cold Calling


Quote:
Originally Posted by rservices View Post
Ask yourself,
What is it about cold calling that you really don't like?

When you list all the reasons why you don't like cold calling, hopefully it won't be due to poor product knowledge, or lack of ability to do the work.

It will probably boil down to "it make you feel uncomfortable"
It's not dangerous
It's not life threating
People won't laugh you out of the building.

It just makes you feel uncomfortable.

I found that when I boil it down to its most basic reason, it's easier to deal with. Hell I do a lot of things that "makes me uncomfortable"

You need to practice and you'll get more comfortable with it.

When I started I would make a goal of 10 cold calls a week, I would stuff the fear and knock on the doors. After a while I would pull up to the buildings and yell in my car "COME ON REJECTION" Just to get the last few over.

Funny thing was people weren't really rejecting me they just didn't need me at that time. I stopped taking it personally.
They weren't saying NO they were saying NOT YET.

You may not be any good at 1st
You may never be great at it.
But I promise you,
that if you get out there and just do it...
you will be better at it.
I've actually done a lot of cold calling. I suck at it and I hate it. But it's been a while and you helped me. I especially like the yelling in the car story. It's so true. They haven't rejected you before you start. And the numbers state that someone will say yes eventually.

Here's my real problem: I don't think fast on the phone. Scripts don't help, it's the thinking outside the script that's hard, the unexpected questions.
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Old 03-20-2008, 10:00 AM   #14
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Re: B2B Cold Calling


Quote:
Originally Posted by genecarp View Post
get someone to do it for you, write an outline for them, rehearse a call , let it go,,DELIGATE
This is something where the principles have to be involved. That, and we don't have the money to pay a cold caller right now.
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Old 03-20-2008, 01:10 PM   #15
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Re: B2B Cold Calling


I'm a big fan of sending prospecting sales letters through the mail. You
can use them to "warm up" your cold call (three short paragraphs, quick
intro...then give an exact time you'll be calling)

But even better than that...make them an offer they can't refuse and do
some 2-step marketing.

You're a good writer, so put together a special report "Why Most Fences
Don't Last *** Years" or "Ten Ways to Save Money on Fence
Installation" or whatever (pulling these out of my rear...you'd know more of
course about what your prospects "hot buttons" are.

Include images of your work in there and then even some shoddy work to
compare the differences between quality fencing and hack work. All while
using your words to build your credibility and expertise...the person to
contact for fencing.

And they have to respond to your letter by calling you directly and having
you mail it out or visiting your website to download it or fill out a form
to receive it via hard copy.

This way, you're collecting their contact info and you're weeding out
the suspects from the warmer prospects.

Now another option -- and this comes before making an offer -- is
sending out a letter to gather some information. I've seen this done
successfully giving away a $10 amazon gift card just for filling out the
questionare (they probably won't respond without a bribe) or something
related to their business.

So if you get 30 responses -- you're only dropping $300 to get some high
value information. Then from that, you'll be able to create your report or
free offer piece to bring in those leads more successfully.

You're still going to have to make those calls. But they won't be cold calls
and you're only going to be talking to those who have raised their hands.

Greg
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Old 03-20-2008, 01:12 PM   #16
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Re: B2B Cold Calling


Spend $20 on a specific Zig Ziglar CD. As RS said, it isn't about you, it's about your product or service.

If you really believe in your product or service then you should also deep down believe that you are doing your protential customers a great service in helping them have an opportunity to purchase from you.

It's really that simple.
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Old 03-20-2008, 01:28 PM   #17
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Re: B2B Cold Calling


Quote:
Originally Posted by Greg P View Post
I'm a big fan of sending prospecting sales letters through the mail. You
can use them to "warm up" your cold call (three short paragraphs, quick
intro...then give an exact time you'll be calling)

But even better than that...make them an offer they can't refuse and do
some 2-step marketing.

You're a good writer, so put together a special report "Why Most Fences
Don't Last *** Years" or "Ten Ways to Save Money on Fence
Installation" or whatever (pulling these out of my rear...you'd know more of
course about what your prospects "hot buttons" are.

Include images of your work in there and then even some shoddy work to
compare the differences between quality fencing and hack work. All while
using your words to build your credibility and expertise...the person to
contact for fencing.

And they have to respond to your letter by calling you directly and having
you mail it out or visiting your website to download it or fill out a form
to receive it via hard copy.

This way, you're collecting their contact info and you're weeding out
the suspects from the warmer prospects.

Now another option -- and this comes before making an offer -- is
sending out a letter to gather some information. I've seen this done
successfully giving away a $10 amazon gift card just for filling out the
questionare (they probably won't respond without a bribe) or something
related to their business.

So if you get 30 responses -- you're only dropping $300 to get some high
value information. Then from that, you'll be able to create your report or
free offer piece to bring in those leads more successfully.

You're still going to have to make those calls. But they won't be cold calls
and you're only going to be talking to those who have raised their hands.

Greg
Great suggestions. I really like the written article stuff.
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Old 03-20-2008, 01:29 PM   #18
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Re: B2B Cold Calling


Quote:
Originally Posted by Mike Finley View Post
Spend $20 on a specific Zig Ziglar CD. As RS said, it isn't about you, it's about your product or service.

If you really believe in your product or service then you should also deep down believe that you are doing your protential customers a great service in helping them have an opportunity to purchase from you.

It's really that simple.
That's one thing I don't have to fake. The value of what we do can't be beaten. Our biggest problem is we're expensive, and there are still plenty of clients who can afford us.
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Old 03-20-2008, 01:42 PM   #19
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Re: B2B Cold Calling


Quote:
Originally Posted by Susan Betz View Post
That's one thing I don't have to fake. The value of what we do can't be beaten. Our biggest problem is we're expensive, and there are still plenty of clients who can afford us.
Great!

That's what you should say to yourself before you dial each number. If you believe it, then don't even use the word fake in association with any of this, there is nothing you should have to fake. If you believe you're the best at what you do then you are doing your customers a great service when they get to work with you instead of somebody else. Spread the word and do these cold calls on your list in the mindset you are doing them a great favor by helping them avoid the mistake of accidently working with somebody else.
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Old 03-20-2008, 04:15 PM   #20
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Re: B2B Cold Calling


Quote:
Originally Posted by Mike Finley View Post
Great!

That's what you should say to yourself before you dial each number. If you believe it, then don't even use the word fake in association with any of this, there is nothing you should have to fake. If you believe you're the best at what you do then you are doing your customers a great service when they get to work with you instead of somebody else. Spread the word and do these cold calls on your list in the mindset you are doing them a great favor by helping them avoid the mistake of accidently working with somebody else.
I sold cars for a couple of years and it was SO MUCH EASIER.

I've read a couple of Zig Ziglar books... must get back in the groove...

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