Hard Times

[sergman]

I have been having a rough time getting clients using phone calls (cold calls). Should I try a flier or would that seem unprofessional. Is there a better way of contacting the local business owners?

[IneedProfit.com]

For the clients that you're really looking to lure in, try something a little different.

Send an email for the first step, put together a three step snail mail system, and if they still haven't responded to you, then call them up. If you're doing the email and snail mail correctly, they now know about your business and are much more willing to talk business.

[BusinessBurrito]

I agree that for business-to-business advertising, a direct mail campaign is one of the better ways to reach your target. Three hits is also a good number.

The reason for this is that a direct mail house will be able to hone in on your target, and generate a mail list that can get very specific. Very targeted, very cost-efficient.

Forgive me if I'm telling you something you already know. My suggestion would be as follows:

1. Decide what your sales message is going to be. Do you have a three-part message that could perhaps build upon itself for a three-part direct mail campaign? If you have an ad agency, they can help you go through this process. If not, pull in a couple of employees, co-workers, friends, advisors, mentors and brainstorm.

2. Postcards are good, as are self-mailing brochures. Realize, though, that many direct mail pieces get tossed as junk mail, so think of some kind of compelling sales message that will stop them from throwing your piece away. If you can afford it, you might also consider some type of standout piece or package. I have sent everything from bow ties to blow-up fish...it just depends on your message and your intended recipient.

3. Think about including some type of offer. Put yourself in your target's shoes...what would get you to buy from you?

There's a lot fo smart direct mail. This will at least get you started. Hope it helps! Good luck!

[ginac84]

Sergman,

Along with the tips everyone else left, I recommend giving Salesconx a go if you're looking for new leads. Our site is a marketplace for Selling Experts and Clients (buyers) to buy and sell their leads to one another. It's like LinkedIn with an Ebay twist. If you're willing to spend a few bucks on some quality leads (we wait for you to confirm the lead is valid before any money is spent), definitely give it a shot.

Let me know what you think of the site.

Good luck!

[posylane]

You mention local business owners, so I'll chime in. I hate cold calls. First, usually they happen during business hours when I'm trying to run mine. Second, I don't know you from adam and we get all sorts of sales pitches.

In my opinion, send it in writing. Do your pitch so that in 20 seconds I know who you are, where you are, how you benifit me, and what gives you credibility. It's odd but many sales pitches I get revolve around how I can benifit the salesman.

[Promotif]

Join your local Chamber of Commerce. Get to know the business community and they will get to know you.

[firecrackerpr]

I think the biggest mistake to make would be trying immediately to sell through the direct mail piece.

Instead, offer some valuable content for free.

Example: free report on "7 Secrets to Direct Mail Marketing" or "4 Steps to a Better XX in 24 Hours".

Hook it up to a toll free automated message and watch your warm leads explode!

[aaron4unitruth]

I have tried sending emails, posting fliers, cold calling, and have even thought about direct mailing. These are not the best approaches for businesses who don't know you and have never heard about your business. You may get lucky with one or two but it is definitely not the best approach.

The following has been proven to work:

When you are out purchasing things from someone or contracting them for a service mention what you do and leave your business card. If you are out for a movie and happen to be helped by the manager casually leave him you business card. Do the same for restaurants, convenience stores, etc. It takes time to build a client base but you will have better results when business owners see you as a customer and friend rather than a sales agent. Someone mentioned that you should become a member of the Chamber of Commerce and get to meet business owners and managers that way. I agree. Do not throw a sales pitch. Simply introduce yourself and the type of work you do. Be casual and they are likely to remember you.

[WhoWee]

Originally Posted by sergman

I have been having a rough time getting clients using phone calls (cold calls). Should I try a flier or would that seem unprofessional. Is there a better way of contacting the local business owners?

What type of product/service are you marketing?

Unless you're doing a 1 (telephone) call close...your goal of the call should be to set an appointment...either in person or by personal phone call/webinar/conference call.

Also, apply some rules of contact to your calling campaigns. For instance, don't call a restaurant owner at breakfast, lunch or dinner. Call them mid-morning or afternoon and ask what day (or time) is "office/administration day" and set an appointment.

Monday at 8:00 is a busy time for most contractors and people who manage other people's activities...don't call them at that time.

The bottom line...identify your target market, the best times to call, the strategies for each situation, a gatekeeper strategy and a positive appointment setting procedure...give choices - Mon or Tues or Morning or afternoon, or Wed at 9 or 11. And don't be afraid to double/triple book...if you act busy you'll be busy...set multiple (2 to 3) appointments in a close proximity - "between 9 and 10".

If you disclose the type of business we can discuss in more specific details.