We hear so much on how to sell e-commerce b2c, how Shopify is the must-have platform, add-ons, up-sells, how social media influences are your golden ticket…
What about us poor sods selling accounting services, legal consultation, office supplies etc! Where are all the hacks?
Here’s my advice to generate rapid growth.
I sell to tens of thousands of businesses every year across many products. If I could only sell one way and relied on this method to pay my mortgage this would be it.
And you’re not going to like it. Sorry, it’s not automated. It takes courage and acceptance that someone might hang up on you once a day. And if they don’t you’re not trying hard enough.
Cold calling is back…with a spin.
Firstly qualify, qualify qualify.
Let’s presume you have an existing database of buyers, you must find out exactly who they are and what their job title is.
Easy done – just export a list in excel, give it to someone offshore and they can manually search and profile the base. We now have the avatar of our ideal customer; let’s get to finding some contacts. With a little creativity, it shouldn’t be too overwhelming for you to find contacts on Linked In that meet your industry, job title etc.
Cross-reference websites and now we have emails and phones numbers for these guys. Get some outside help if need be.
Secondly, follow them around a little, create a customer audience in Linked In and Facebook. Then with their emails give them a tittle taste of what your about. When you call they are more likely to trust you.
For instance, I could be the leading provider of workplace safety audits. Then I would run a tailored ad campaign with some interesting content on why if you are in the business of running a safe workplace you should speak with me.
The key is a compelling offer i.e. free $500 workplace audit with a lead form in the ads. The hook is the key to standing out. Make sure you understand the Life Time Value (LTV) of your customer when curating the hook.
Now lets say for pretty minimal expense we have a list of contacts who:
Now its time to pick up the phone! Remember there hasn’t been a time in the last 10 years when decision makers pick up fewer sales calls than they do now. Its all about email outreach and funnels.
The key to mastering the call is a little more complex and I am running out of allocated words for the article. There is the gatekeeper issue, creating a needs gap etc.
Two things to remember though that will get you a long way.
In the next article, I will talk about the close and what I like to call 8 Mile it, just like Rabbit in 8 Mile use potential rejections as a selling point rather than a deal breaker.
It’s a game changer, stay tuned.
Rory Boyle, Co-Founder, Hampers With Bite