As a new business owner, I have been making my fair share of cold calls lately. The idea of approaching people that you don’t know and trying to convince them of something is frightening in and of itself. I don’t know anyone who really likes cold calling or finds this comfortable, but I do know people who have learned to do it without breaking into a cold sweat every time.
What I’ve found is that preparation is the one thing that eases my mind takes the edge off these experiences. The more I prepare, the easier I am able to get through each cold call and the better the results. You can do the same as you reach out to businesses in you area to build strategic relationships.
What are the best ways to prepare?
To start, do a little research and find out about your prospects. Think about what kinds of businesses serve your target market. A cosmetic dermatologist might seek to align herself with a high end women's retail store or a make up shop. An oral surgeon may reach out to a driving school because it will be full of potential wisdom teeth patients. If you are a dentist and would like to seek referrals from a local beauty shop, get to know their website or call them for an informational interview. If your prospect is close by, you can request a site visit and spend some face time learning what they do and what solutions you could offer them through a mutually beneficial relationship. The added bonus here is that you can often meet leads just by walking around and talking to people. You’ll want to pay attention to your prospects “hot button.” Find out what really matters to them and craft your message around offering the solution to their problem.
Once you’ve found your prospects needs and know what to say, you are ready to make your move.
Here are 4 things to keep in mind to get your cold calls done the “easy” way:
• Manage your own feelings and expectations. Nobody likes rejection. Get out of your own way and don’t let your fear of rejection hold you back. Send yourself positive messages and remember that the worst that will happen is the dreaded “no.”
• Create a Plan B. Figure out what back up options you have. Never keep all your eggs in one basket. A back up plan is a comforting feeling that you do have other options and alternatives. I always make a list of several targets to increase my odds of success.
• Remember Helping vs. Selling. Focus on being a helper and offering a solution to a problem instead of a salesperson. Think about the needs of the business you are reaching out to. You’ll feel much better about what you are doing if you really believe in it and the benefit your work can bring to others.
• Highlight your competitive advantage. When you finish a cold call, instead of leaving business cards, brochures, or pens, leave a list of the Top Ten Reasons they should do business with your company. List items that are true, memorable, and show why you are the best game in town.
A lot of this may be common sense and simply requires a bit of hard work. Use your industry knowledge to modify your approach and keep track of what works for you. I find that I am most successful with my cold calls after 6pm. At that time, my prospects are most relaxed and willing to talk. For the best response, keep your focus on a few industries and markets so you can spend time customizing your approach. Read trade publications and blogs, and go to events and seminars. Be anywhere your potential clients might be. Stay true to your message, and in no time, you’ll develop relationships in your community to build your practice!
** If you would like my top five ideas for a strategic relationship for your practice email me at sarah@focus-evolve-succeed.com with your practice type in the subject line**
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