17 Apr Don’t Put the Cart Before the Horse
Perhaps I put the cart before the horse with the last article, Ask For the Sale. Setting the initial appointment is key to getting in the door to make a sale for your Cash Machine.
Everyday you must make time to do some (brace yourself) cold calling. Yes cold calling. If you don’t tell people what you are up to how do you expect them to know? Cold calling is a struggle for lots of people. Here are a few pointers to get the ball rolling to appointment setting success.
Make a commitment to yourself and your Cash Machine that you will do what it takes to get in the door to present your ideas to others. Tell yourself you won’t get up until the job is done.
Create a short script that will first tell them who you are and what your Cash Machine is and briefly tell them how it will benefit their establishment. Don’t give away too much. Make your script intriguing enough that they will want to learn more. You’ve got to make this short but informative. You want to leave something to talk about when you get there. Also ask for information like first and last name (correct spelling) and email, a cell phone number is always good to have as well if you can get it.
Be prepared with a pen and paper, an appointment book, calendar and a quiet place to work. Your calls are reconnaissance missions… gather as much information on the call as you possibly can. Take notes!!! Do they have a secretary? Did they mention any personal information? All of this is your ammunition during your appointment. Make index cards with all your notes and read them over before you enter the appointment.
If you need to go on 3 to 5 appointments a week, for example, you will need to be making at least 50 phone calls per day. You probably won’t reach your contact person on the first call. This is a fact-finding mission. Ask key questions to find out to whom you should be speaking and when the best time is to reach them.
Be persistent. There’s a fine line between persistence and obsession so tread carefully. At then end of your short but informative appointment setting script, ask for the appointment by saying… “Mr./Mrs. I am going to be in your area talking with (other business owners/prospects) and I’d like to make time to meet with you, are mornings or afternoons better for you?” Then follow up by saying for example “Is Tuesday or Wednesday better for you?” This is an effective approach used by the best sales people everywhere.
Compose an effective appointment confirmation letter that gives a tad bit more information that you did not cover on the initial call like, “I’m not sure if we covered this on our call this afternoon so I thought I’d mention we are having a special on (insert service or product) be sure to ask me about that when we meet. Looking forward to it!”
This confirms your appointment; let’s them know you want to sell them something, and that you have a great deal for them.
Cold calling can be a daunting task for people. Remember there will be all kinds of approaches that might work for you. Just remember to stick with whats working and always remember what doesn’t. Keep a journal on your progress so you can keep track of what’s effective.
Stay focused on the cash!
P.S. Let me know your thoughts below.