Our first public presentation was delivered to the Northern Association of
Management Consultants (www.namc.co.uk). They are typically self-employed
people who work singly, and occasionally together, on some fascinating projects.
If you are just starting out as a consultant, check them out; contact the
Chairman, Ben Alexander (benalexander@namc.co.uk)for details.
Most of the members gain all their business by referral, but some of the
new people found it difficult to become established. We put together
a presentation titled 'Cold Calling' which talked people through the main
steps in a telemarketing campaign. We added a few key topics such as
defining a proposition, and mentioned the possibilities of automated sales
tools such as a simple website backed by Case Studies.
The session ended on the topic of IT, and how it could be used to create
some basic marketing materials.
We handed out a sample brochure called 'The Little Book of Panic', created
in about four hours. Try it for yourselves; it's a standard template in MS Word.
The brochure won't win any copywriting awards, but it covers the essentials,
at a realistic cost. Paper, ink and folding cost about 4p a sheet.
The body of the brochure is reproduced below.
If you'd like a copy of the original, just fill in the enquiry form.
Looking for New Business? You are not alone
Have you ever identified a company you’d love to contact, but can’t
think of a way in?
Well, here’s some good news. There is a reliable technology that
gets you past reception, along the corridor and right to the person
you would wish to meet.
It’s called a Telephone, and every executive owns one.
However most people hate cold calling, and are easily discouraged by the
rejection and endless hours of hard work.
ID Associates can show you how to do this quickly and easily.
Do your research
Sit down and look at things from the Customer’s Point of View.
List the Benefits (not features) and the problems you can solve.
Summarise the benefits in a brief explanation – The Executive Statement.
List the questions you need to ask, and the answers you want to hear.
Congratulations! You now have a profile of suitable customers.
Have a Call Structure
You need to have a Call Structure – not a script. Everybody finds them boring.
Your structure may have several steps or calls.
For instance, you may decide on an intial call to check the contact details,
then follow it up later.
Think up ways to vary your approach to keep the whole thing fresh.
Remember;calling is just another task – needing a plan, execution and management…
Getting Past Reception
Begin with your Executive Statement, and ask for help.
Ask their opinion – ‘who is the right person to speak to about this’?
Finding the right Contact
It may take a while. Be patient and polite.
Every one you talk to can offer something of value.
Introduce your offer
Once you have found the right person, give them your Executive Statement
and mention your experience (don’t mention the clients’ names yet).
Ask if this is relevant to them. Then shut up and listen.
Keep reflecting back your contacts thoughts and follow up with relevant questions.
Hold a Conversation
Make it easy and relaxed. You are trying to help them out here,
not force them to buy something they don’t need.
Asking questions is natural; no-one minds that provided they are relevant
and appropriate.
If people say No to your offer, don't be disheartened.
Ask a question about their existing arrangements or suppliers.
Some people are surprisingly candid, revealing useful marketing intelligence.
If people say Yes, but Not Yet – then agree to keep in touch.
Agree Outcomes
Don’t just agree to an appointment and put down the phone. Ask questions!
• Who else will be there
• What they are interested in
• Who will approve the spend
The Advert - Let us do this for you at fees you can afford
• We can call on your behalf,
• We can help you prepare to call
• We can coach people to improve their calling technique
and close more business.