Find Customers: Hot tips for cold calls
1 Sep, 2005 By: Joe Flake Landscape ManagementBreak the ice and reach out to new customers with ease and confidence
If you're waiting for your phone to ring in order to sell your next customer, you could be waiting a long time. Maybe it's time to go get the customer instead of hoping the customer will come to you.
While conventional advertising has its place, cold calling has many benefits. With advertising you put out hundreds, maybe thousands of sharp, clever ads with the hope that someone who wants your product or service will see the ad and call. With cold calling you spot a potential customer — commercial or residential — and go to them.
1 Find the decision maker — The following three approaches help you identify the person who makes decisions on your product or service.
- Make a call: This is simple, but don't try to sell your idea over the phone. Remember, the purpose of the call is to set up a meeting. If you're not sure who your target person is, ask the receptionist. He or she is trained to direct calls to the right place.
- Write a letter: This is a useful approach for shy types. First find out an exact name for the address. Never send a letter "to whom it may concern." Those go straight to the trash. Introduce your business and give three simple facts about what sets you apart. Finally, indicate when you'll call to follow up and stick to that date.
- Walk in: Make sure you have a business card or a flyer to hand out. Have a purpose when you go in. It might not be the right time to sell the proposal, but it might be a good opportunity to let the homeowner or company owner know you spotted some fixable problems in their landscape. Be tactful. "Your landscape looks like it hasn't changed since 1950" is probably not a good opening line. Instead try something like, "I noticed your company sign is obscured by overgrown bushes. I could neaten that up and add some interesting plantings to the area to make it attractive to your customers and employees. Here's my card. Call if you have any questions."
2 Maintain eye contact — People like eye contact. It makes them feel like you're interested. Having trouble initiating an eye lock? Don't look at their eyes, look at the end of their nose; they can't tell the difference.
If you're meeting someone outside, make sure to remove your sunglasses at first. This inspires confidence in your potential customer, and he or she doesn't get the mistaken impression that you're hiding behind your shades.
3 Listen and make informed suggestions — Pay attention to your potential customer's feedback. If you're talking with a homeowner and she mentions that she likes a particular flower or color, describe some ways you could incorporate her ideas into your design.
Avoid a one-size-fits-all sales strategy. It pays to listen, especially when you're cold-calling a potential customer. Time is of the essence so use it well and address the potential customer's concerns or ideas with specific suggestions.
4 Blitz attack — In many industries, salespeople have a required quota of cold calls to make each day. This approach is timeless and has proven successful in different fields. If you like it, go for it. Remember, however, that every call should have a purpose. State that purpose right from the start and you'll make your point.
— The author is the owner/president of Target Lawn Care in Paola, KS. Contact him at
jflake1972@hotmail.com.
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