Sales Communication

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Sales tactics and tools

Ways to Meet New People

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Cold Calling Today

Direct Introduction (cold call or prospecting)

Those who think that cold calling or telemarketing or sales prospecting is a thing of the past… are the only ones who are handicapped by that belief. People who are using lead generation tools are benefiting from them (if the tools are being used correctly). Direct introductions grow out of meeting your targets where they currently spend time.

How do you “go where your clients currently spend time”

  1. Introductory Email from a mutual contact
    • There is no channel that insures the prospect will pick up your call more than a personal recommendation to speak with you (from someone who they currently trust) 
  2. Group Attendance 
    • They may not have anyone who does what you do – how you do it) i.e. networking, trade shows, through a screen via the internet, face to face, or direct chat
  3. Telemarketing 
    • Have a lead list
    • Call lead list with a specific question
  4. Be an Expert
    • Q&A forums for your industry
    • Social Media Question (you answer)
  5. Send Surveys, Polls, Events and Giveaways (content)
    • Blogs with 20+ posts/month increase traffic from 55%-70%
    • Email Marketing doesn’t have to be a HTML newsletter (send a short personalized text)
  6. Comment and Engage Others that are reading the same stuff you are
    • If you have taken the time to read something – respond and interact
    • Set to be notified of other comments & look ‘ins’
  7. Google Alerts/Reader
    • Have alerts sent to your email inbox once a day/as they happen 
    • Track everything your potential lead posts to the web – go to a reader you look at daily
      • See what’s coming up. See if there’s any blogs that are creating content. Is there a platform on which competitors are not following up on the questions that are clearly “buying signals” (defined in “Hunt” section under “Pipeline Responses”? This is a great way to poach “low hanging fruit”
  8. Get into Groups/Forums
    • These can be networking groups or community organizations (virtual or in person)
    • Only involve yourself in enough groups so that you can engage & make contacts
      • Find groups that will give referrals or be potential clients
      • You’re not doing this for fun (even though it helps if you do things that you enjoy)
  9. Give and Get Endorsements
    • Google Places, Facebook, LinkedIn Endorsements… anywhere that’s publicized
      • Give the review/endorsement and then ask them to endorse you
      • This will put you in their network & expand your reach each time you connect
  10. Old Fashioned Classified Ads (great for product highlight or new location)
    • Craigslist is the standard at this point
      • Write templates to use on a rotating basis. 
      • Once you have written the template & receive a good response… why not use it again?

No matter the location you target, there are rules to follow

Five guidelines for group interaction:

  1. If you solicit business non-stop, you will be blacklisted. Events are social, so be… social. People you meet aren’t always the ones that buy from you. They are (many times) your brand translator, and introduce you to your next client. Your name will come to the top of their mind as they encounter someone looking for what you offer. If you’re an annoying salesman who is always pitching and never listening—even when a potential referral partner thinks that you may be good fit… you’re not worth the risk of making them look bad by mentioning your name to someone they know (no one likes annoying sales).
  2. When you’re the listener, follow their story as if you lived it. As you learn to pay attention to someone else speaking, there are a couple things that will take place. (1) You will realize people are drawn to you and want to have time with you listening to them – listening to others is an uncommonly powerful communication tool. (2) You will recognize when the person you’re ’speaking’ with has checked out (don’t check out). If you’re giving your time to use social encounters for business, be present and engaged—here and now until you’re done with the conversation and dismiss yourself with grace.
  3. Have one niche in which you are the expert. If your response to,” What do you do?” is, “Well, I do this and that for money, but this other thing is really what I love to do, and…” …you may as well have said that you’re a philosopher and a CPA during an interview to be an astronaut. You actually may be all of those; but you’re not going to be hired as an astronaut based of your philosophy degree and CPA clientele. If your pitch is that you do multiple jobs, it means you aren’t good enough to specialize in any of them. It doesn’t matter how many sources of income you have—only what specialty you pitch. Be the niche expert in one specific segment that you can confidently… be an expert. Give people a reason to feel good that they know you and give you money. 
  4. Always be ready to give your contact info. Share your contact information through social media, email signatures, and your profile/page; because it only takes a minute to get them set up, and is then automatically added to every communication that follows on that platform. For all planned and impromptu in-person connections, always have a business card – always. Business cards are quickly becoming the only remaining stationary for business—so use it to communicate your brand. Business people have business cards—don’t make your job appear to be a hobby.
  5. Finally, have a hook. This is something that will help people remember you, and is best when it references your expertise. You don’t have to be a clown to be memorable. Have one thing (unique apparel, insightful phrase, cool collateral, etc.) that will cement you into their memory—in a good way.