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A Simple 3 Step forumla for turning cold prospects into warm leads to set up appoitments

Discussion in 'Offline Marketing' started by boo blizzi, Jun 27, 2013.

  1. boo blizzi

    boo blizzi Regular Member

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    This is a little method I have been experimenting with that got me 2 clients so far.

    So away we go...

    Step #1 - Basically, you put together your list of targets, separated by niche from manta or google maps.

    When you call, the person will answer with the typical business greeting. Let's say her name is Amy...

    You say: Hello Amy, my name is (Robert). As a courtesy to local (dentists) in (Brooklyn), we are sending out free information from Google, that explains:


    • How to get more customers from higher search engine results (if you sell SEO)
    • How the explosion of mobile phones has changed local search results and what you should do if you want to get more customers to your website (if you sell mobile websites)
    • How negative customer reviews online can effect your business reputation and what you can do to fix them. (if you are selling ORM)

    ...then you immediately say: May I have the name of the person to address this information to... (then just wait)

    They may transfer you or just start giving you the info.

    If they transfer you, repeat why you're calling and emphasize that the info is free and provided as a courtesy, then immediately ask how to spell their name.

    You should have your spreadsheet open to write the name in a column. Out of like 80 calls, I got the name of 20 or so decision makers (that weren't already found on manta)

    Next you ask for the mailing address. (even if you don't plan to mail them, it gets the person committed to giving you information)

    After getting the address, (sound like you are writing it down physically)... and you say "uh-huh... and what is the best email address for (you/the persons name)?"

    Bingo...you now have the name and email address of the decision maker.

    Step #2
    - Now all you do is send out a sales letter/pdf that shows stats and facts about why/how SEO (or whatever) can get them more customers.

    You base all the facts on stuff you find on Google... so you would say: According to a 2012 report on Google... or in a recent whitepaper, the rocket scientists at Google said... (you get the idea)

    Then at the end of the report, you say...if you want to see how (SEO, etc) can get you more customers in "Brooklyn" in the next 30-60 days, then the team at "your business" are ready to help. Just call 555-555-5555 to get a free consultation today.

    I use a pdf from Google called ZMOT (zero moment of truth) so I just send that along with a little pitch and call to action.

    Step #3 - So here's how I actually got the clients, a few days later (about a week) I called back and said,

    Me: Hey Amy remember me...its Rob, we spoke briefly about that Google thing.
    Amy: oh yeah, how are you?
    Me: Amy, I'm blessed and life couldn't be better...how about yourself?
    Amy: (some small comment about whatever...)
    Me: oh, that's great...hey listen Amy, is Jeff (the decision maker) around, I sent him the info a few days ago and I want to make sure he understands everything.
    Amy: oh sure, let me put you through

    (I keep saying her name because I want to make her feel like we are familiar with each other)

    When you get on the phone with the boss, you say:
    "Hey Jeff, Im just following up with you about the information I sent you last week. I want to make sure you understand everything and how to use it to grow your business."

    Most likely he didn't read it, cuz he never called... but you now have the green light to go into your full sales pitch...with facts substantiated by Google which he can easily refer to!

    I personally ask for 10 minutes of their time to come in tomorrow and go over it with them, since "I would be in the area anyway" (wink, wink)... not to mention, I'm charming as hell and think I have a better chance at closing them on something even if they aren't interested in my original service.

    3 days
    78 calls
    54 emails sent to decision makers
    22 follow up conversations with decision maker
    8 appt.
    2 closes

    I went the ORM route, but actually wound up getting 1 client for traditional marketing (sales material copy and lead generation marketing) because although they saw the value in having a good rep... they would rather pay for ways of directly getting new customers.

    The power in this is by using an authority they are already familiar with, I was able to immediately instill trust and position and validate my services.

    Im thinking about calling and saying Im from Yelp, FB or Insider pages on my next round...(fuck it, I gotta be aggressive cuz i got kids to feed.)

    I know that may seem a little blackhat... but look at the name of the forum we're on before you say anything.

    Another way you can twist this without getting all "blackhatty and shit"...is to get a list of business members in the local chamber of commerce.

    Then when you call, you say...as a courtesy, we are providing free information to members of the local chamber of commerce that explains...(why they need to buy your shit!!)

    ...then follow the steps.

    Hope this helps someone looking for a way to start.

    Next Steps...
    • Im gonna follow up with more emails and phone calls to the people I didn't convert.
    • Im gonna call way more prospects next week and keep refining my sales package.
    • Im also gonna do a test and mail a physical package to prospects to see what kind of response I get

    Will keep you guys posted.
     
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    Last edited: Jun 27, 2013
  2. gianni

    gianni Junior Member

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    Awesome way to get through to the decision maker and get them interested in your offer.
    Loved the article.

    Well written, entertaining and straight to the point.
    Thanks boo!

    Keep calm and carry on!
     
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  3. boo blizzi

    boo blizzi Regular Member

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    Lets just hope somebody dont jack it and make it a WSO
     
  4. RedStain

    RedStain Regular Member

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    Some good tips but it sounds too "sales pitchy". I like to sound natural and conversational when cold calling. Not like im reading a script.
     
  5. bubbaranks

    bubbaranks Junior Member

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    You should be more assumptive instead of saying "may i" say " I just need" "may i" is a question where he or she can say "no" you should avoid these questions and only ask questions where both answers they give are the answers you want.


    Example


    Can you pay on a debit card? - yes - no


    Or


    Is it a debit card or a credit card you are paying on today mr / mrs - credit - debit
     
  6. boo blizzi

    boo blizzi Regular Member

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    I agree, you dont want to sound "salesy" and mechanical... but u DO want to sound authoritative and make it appear like every business owner is getting this info whether they want it or not.

    In fact, on one call, I did say "every business in the area is getting this information and Im just calling to verify the mailing details"... I stopped saying that because I was finding that the decision maker wasn't necessarily the person listed on manta and they were wondering where I got my information. For instance, most dentists have an office manager that is responsible for that kind of stuff even though the doc is listed as the owner.
     
  7. boo blizzi

    boo blizzi Regular Member

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    **Update**

    Today I had a prospect call me back, so I ran out to meet with him.
    He has a laser hair removal biz and his wife has a daycare center.
    I explained how their biz would grow from better reviews and building an email list for follow up marketing.
    Closed them both!
    The wife said her sister has a beauty salon, so I offered $25 just to set up a meeting with her for me and $150 if it closes...
    Her eyes lit up as she repeated "You are gonna give me $25 just for setting up a meeting with my sister?"
    I say yeah, and she called her sister right then and there.
    Gonna meet with her after the holiday.
    Here's what I'm thinking... if the meeting goes well because of the warm introduction, I can go from business to business without making any cold calls, emails or direct mail just by offering the referral fee for the meeting.
    If I can get 10 referrals a week and close only 1 or 2... the $250 referral fee is worth it because I make more than that when I sign them up!
    Will keep you guys posted...
     
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    Last edited: Jul 3, 2013
  8. nerfsmurf

    nerfsmurf Junior Member

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    Great Work! So far it seems that you have a decent client acquisition rate. You are also on the right track with referrals. Also ask for referrals weather you close the deal or not!
     
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  9. boo blizzi

    boo blizzi Regular Member

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    Yes, that is the plan. I am going to make a separate presentation for the referral program and launch into it after I give my sign up pitch.
     
  10. abuhanifa

    abuhanifa Senior Member

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    I am planning to hit the offline route pretty soon and this will be a huge help. I have a question when you say that you are calling from Google , FB etc. and when you go for the meeting , don't they ask for any proof that you are associated with Google or not ?
     
  11. mego818

    mego818 Junior Member

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    This is great stuff. Name dropping Google works great. I have known of two SEO companies doing that and both of them have clients coming out of their ass. This is such a unique blackhat twist, I love it.
     
  12. boo blizzi

    boo blizzi Regular Member

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    No they never asked because you talk circles around them when it comes to online marketing so they assume you MUST be affiliated with someone.