Cold Calling is King

[MokaBox]

I've read numerous threads on this forum discussing email marketing, leaflet distribution, use of call centres, social media, and cold calling businesses.

I have a fairly new video production company that specialises in converting written newsletters into a video format. As an initiative I decided to offer a free Christmas Greetings video to businesses, delivered in an email format so that it can be copied and pasted and sent out to clients. I promoted it with Facebook, made press releases, announced it on UKBF, sent out promotional emails....and was stunned and disappointed with the result - it looked like I couldn't GIVE the thing away!

This morning I decided to take my own advice, get off my ass, and walk into local businesses to introduce myself and my business. What a great experience! In one hour of cold calling local businesses I received a good number of contacts, orders for the Christmas Video, and met a couple of business owners who also want to buy video content from me. I know of course that until the money is in the bank it is premature to celebrate ....and nobody likes premature celebration...but the experience has put a bounce in my stride and reason to believe that if I do this two or three times a week I should start to see stronger growth in my company.

Why am I writing this? Well, it's strengthened my belief that for many start-up companies selling B2B you can waste a huge amount of time and money trying to sell through third parties, whether that be a call center of social media. The very best thing to do is get up from behind your computer and knock the doors of your potential clients. You can't beat cold calling!

 

good to hear. I'll post to linkedin , id suggest adding a linkedin button on your website too, i was hoping you had one so i could share straight away.

 

[telemax]

In one hour of cold calling local businesses I received a good number of contacts, orders for the Christmas Video, and met a couple of business owners who also want to buy video content from me. !

Contrary to popular belief, when you cold call in person you are showing that you care about local businesses and that you can actually be bothered to listen, and most importantly you will be there if there is a problem.

Most people on these forums think it's intrusive and prefer to hide behind their computer screen, and think that will somehow bring the customers rolling in without any hard work.

 

[MokaBox]

Most people on these forums think it's intrusive and prefer to hide behind their computer screen, and think that will somehow bring the customers rolling in without any hard work.

It's very important to immediately get to the point of the visit and then not hang around after you have accomplished your mission. I was lucky that I caught one business owner who wanted to discuss using video - he invited me into his office and offered me a seat - good sign that I could stay a little longer. Otherwise I was in and out very quickly indeed, usually with the email address of the marketing director.

 

[RCSEPoS]

Thanks for sharing MokaBox. Like Telemax said actually turning up in person speaks volumes. It's something to keep in mind for future marketing.

I wish you all the best with the new business and hopefully you're business will go even further!

 

[Frimley111R]

Great post! I do agree that for many businesses which are starting off, particularly in B2B, it can be a huge struggle. You actions though echo the most obvious aspect of any business: getting up off your arse and getting 'into' businesses, be it with the phone or walking through their door.

Incidentally, how did you pick the ones to visit? Did you just go to a large industrial estate and ask for contact details?

 

[MokaBox]

Hi Frimley111R, it was pretty easy. Estate Agents are a target market for me, and anybody who has been to Chelmsford will know that there is an unbelievable concentration of Estate Agents in the High Street. Probably 25 - 30 of them all in a row. Actually, although this was a good opportunity it also presented a challenge. As soon as I met a potential client who showed a strong interest I moved on to another area...it seemed inappropriate to walk out of his office and straight into his competitor next door after such a good meeting.
Your question about the industrial estate is an interesting one. I spent about an hour this morning researching local businesses that could benefit from my product with a view to cold calling them. You really need to be prepared with something interesting to say when you go. The Free Christmas Greetings video has been well received, so I may offer short profile videos for free that people can copy and paste into the signature on their emails. I'd rather spend money on producing my own videos than on advertising to be honest - it's a very visual product with a unique twist, people need to see it to appreciate it.

 

[Frimley111R]

Sounds great. How did you present/show it to people? On a tab? Assuming with some you only got some contact details did you then call them?

 

[MokaBox]

I took my IPad with me, but only showed the video to people who displayed an immediate interest. The video lasts just 30 seconds, and I showed it to about 10 - 20% of the people I met.
As regards the follow up, I emailed and then called. The video is designed to be seen in an email so this was the best medium for the initial follow up.

 

[White Man Van]

good for you! I suppose the message is that when you have something new and therefore not much in the way of Case Studies, client base etc, cold calling is a v good way of getting some initial breaks. When it works I find one's morale goes through the roof.

I'd recommend you also do as much networking as possible to get the message across and find potential prospective clients. Good luck and send more updates!

 

[maxine]

Well done you ... nothing like getting off your backside if you want to make a good impression

 

[HarveyIT]

Well, here's my input.... have very mixed feelings on the subject. I believe that cold calling is generally looked down upon, but the level of success you have will depend on a few factors, one of them being oddly enough, what it is that your selling. Luck also comes into play a lot. It can be the most degrading experience ever, especially if you're getting nowhere. It is really helpful of course, if your calling businesses that you KNOW need your product or service. Otherwise it's a bit like leaflet drops, hit or miss. I agree that psychologically, if your physically walking round, it can make you feel good, due to the "getting off your backside" thinking. The one thing I definitely hate with a passion is pressure selling though.

 

[sebsuma]

I am really interested to hear about cold calling. I never really have rated it but then again I have never done it. I always just presumed people slammed the phone down (like me). Most of my marketing ideas are online but I think people do neglect normal old fashioned methods. Cold calling is also good because it can be done from home and very cheaply.

 

[GeorgeM]

Well done. I'm glad this approach has worked for you. I see this approach often used in pop-up shops which are selling in shopping centres - albeit they are targetting B2C customers.

 

[MokaBox]

Hi Sebsuma, the cold calling I did was not over the phone. I walked into people's places of business. I left out shops that were full of customers, and made sure I was quick and to the point. I'm not a great fan of cold calling by phone, although I'm sure it has it's place. I find phone calls to be rather impersonal, you can't gauge the reaction of the person you're talking to by their body language, and the recipient of the call often feels uncomfortable. By going to a business in person people will make a quick judgement of me based on my age, dress, and demeanour. I like to think I make a good impression on that score - people can see that I have some experience of life (nice way of saying I'm middle aged ) and that I don't have holes in my shoes. Hopefully I look like the kind of person they may want to be business with.

 

[Deleted member 59730]

Cold call phone calls that lead to an appt. are also a good tactic. It helps to research the business you are calling to make sure your product fits. I cold called a potential customer 28 years ago and I recently estimated to have supplied over £1.5 million in goods since then.

 

[Vectis]

I've read numerous threads on this forum discussing email marketing, leaflet distribution, use of call centres, social media, and cold calling businesses.

I have a fairly new video production company that specialises in converting written newsletters into a video format. As an initiative I decided to offer a free Christmas Greetings video to businesses, delivered in an email format so that it can be copied and pasted and sent out to clients. I promoted it with Facebook, made press releases, announced it on UKBF, sent out promotional emails....and was stunned and disappointed with the result - it looked like I couldn't GIVE the thing away!

This morning I decided to take my own advice, get off my ass, and walk into local businesses to introduce myself and my business. What a great experience! In one hour of cold calling local businesses I received a good number of contacts, orders for the Christmas Video, and met a couple of business owners who also want to buy video content from me. I know of course that until the money is in the bank it is premature to celebrate ....and nobody likes premature celebration...but the experience has put a bounce in my stride and reason to believe that if I do this two or three times a week I should start to see stronger growth in my company.

Why am I writing this? Well, it's strengthened my belief that for many start-up companies selling B2B you can waste a huge amount of time and money trying to sell through third parties, whether that be a call center of social media. The very best thing to do is get up from behind your computer and knock the doors of your potential clients. You can't beat cold calling!

These business owners that you sold to, I'm just amazed that any business owner is sitting around with so little to do that they can drop everything to sit down with a salesman who knocks on their door unannounced!

If you got work out of it, fair enough, but I'd be slightly concerned about the businesses where a decision maker or owner has so little to do.

 

[telemax]

These business owners that you sold to, I'm just amazed that any business owner is sitting around with so little to do that they can drop everything to sit down with a salesman who knocks on their door unannounced!

If you got work out of it, fair enough, but I'd be slightly concerned about the businesses where a decision maker or owner has so little to do.

If the product is of benefit to the said business owner and the caller is skilled enough to be able to illustrate the benefit then that theory doesn't hold water.

Admittedly it's hard work walking around industrial estates all day but it beats sitting on your backside waiting for the phone to ring.

 

[theseomarky]

IS cold calling really just all based on luck?

 

[patientlady]

It is really helpful of course, if your calling businesses that you KNOW need your product or service. Otherwise it's a bit like leaflet drops, hit or miss.

The problem lies when you pre judge whether a company needs your product or not! They don't really need it because if they did they would already have it! It's your job to make them realise they need it, and create a want

 

[MASSEY]

Contrary to popular belief, when you cold call in person you are showing that you care about local businesses and that you can actually be bothered to listen, and most importantly you will be there if there is a problem.

Hmmmmm....... Well you may be a bit biased there..

 

[MBE1]

I have had good results from cold calling, particularly very early or late in the day, normally it is the owner or very senior managers in at such times, and they sometimes like most enjoy a quick chat with someone new to themselves.

You will never get them all, but then again you rarely need to either. Some clients gained by cold calling can go on to become very worthwhile clients.

 

[Vectis]

If the product is of benefit to the said business owner and the caller is skilled enough to be able to illustrate the benefit then that theory doesn't hold water.

Admittedly it's hard work walking around industrial estates all day but it beats sitting on your backside waiting for the phone to ring.

I can only go on personal experience, but I'd be extremely unlikely to sit down for a meeting with a salesman who simply turns up unannounced at our offices and who I'd had no previous contact with. Now, if they'd phoned or emailed before or were following up, say, a mail drop and said they'd be around on a particular day then at least I might have some prewarning and might actually give them some time if I was interested in their product. But someone cold calling who I'd never even heard of wouldn't get past the front door I'm afraid. I can't think I'm the only one who feels the same way either. It does put me in mind of the Encyclopedia Britannica salesmen who went door to door or double glazing salesmen traipsing around the streets.

But if it works for you, then fine. And, yes, better than 'sitting on your backside waiting for the phone to ring'- but is that really the only alternative to turning up unannounced at offices hoping to get a meeting?

 

[MokaBox]

Vectis, in defence of the hard-working business owners of Chelmsford I have to say that mostly I am meeting front-desk staff. Usually I can get the information I want from them. On a couple of occasions I have been lucky enough to meet a decision maker just at the moment that they can spare me couple of minutes. If I take the attitude that "anybody who has time to talk to me clearly is not busy enough to be a good customer" then I may as well shut my doors right now.

I have a new business, very small, the point of my post is simply to say that one of the best ways to drum up business for a small start-up business is to get off your behind and introduce yourself to potential clients.

 

[Deleted member 59730]

Now, if they'd phoned or emailed before or were following up, say, a mail drop and said they'd be around on a particular day then at least I might have some prewarning and might actually give them some time if I was interested in their product.

Looking back over the years none of my best clients were interested in my product.

Cold calling isn't fun and I met with a lot of rudeness. I still remember calling on a shop in the middle of winter. In the time it took them to say "no" it started to rain really hard. I asked if I could wait until the rain abated. While I waited they softened a bit and we started to talk. They then agreed to look at my portfolio and placed an order.

 

[MokaBox]

A lot depends upon attitudes. In my other business I have a staffed office with a receptionist. I came downstairs once to hear the receptionist turning somebody away without even asking what they wanted. It turned out that they represented a company with an interesting product that was useful to know about. I took his business card- it took all of three minutes of my time. The receptionist now knows that if everybody in management is busy she should take caller's cards and send us an email to inform us of the visit. Turning people away without even letting them speak a word is small minded and arrogant in my opinion. Only one Estate Agent in Chelmsford did that to me, and I'll be damned if I use him when I move my family to the UK later next year

 

[HarveyIT]

I agree with MokaBox there about attitudes. It doesn't hurt one bit to be polite. Just a shame that not everyone sees it that way. I will always take someone's business card unless I absolutely know it's never going to be any interest to me. I bet that receptionist wouldn't have liked it if THEY had been the one going round, and THEY had received that treatment.

 

[Karllacey]

Good to hear you have taken this route to market, because this is what it is. Not everything is successful in the sales strategy, which is why you have to soft market test everything to ensure it is right for your business. Once established you can mine down into your route to market, but it can shift according to the time, so what works today might not work tomorrow.

From a business development/telesales point of view, there is an element of luck of course but the I take the view that 10% want the business, 20% do not want the business and 70% are the grey area. It is in this grey area where a skilled business developer can win or lose.

 

[beasty]

Cold calling will NEVER die, does not mean it is always appropriate or best, but it is a great way to get business.

 

[Sam Anderson]

"Cold calling will NEVER die, does not mean it is always appropriate or best, but it is a great way to get business".

 

[Frimley111R]

I agree with cold calling. If you do it you will get a lot of 'no's and it will be disheartening but you will also get some 'yes's and those make it all worthwhile. A key point in this thread is the offer. Too many people call and say "Hi, we're a design/widget company and wondered if you'd be interested in seeing what we can do" instead of "Hi, we're a design/widget company and we're offering all new customers a free/50% off/etc. Would you be interested in taking up that offer?" In 20+ years I don't remember a single call from a potential supplier with an offer.

On the other side, if you reject cold callers/walk ins without even knowing what they have how will you know if it isn't something that could be of great benefit to your business? Of the two new suppliers I remember generating an order from me, one had a new product that hadn't been seen in the market before (easy win as it was also very cost effective) and the other was just persistent (but nice) and asked me just to let them quote. They did, they came in with the best price and I probably spent £100k over the following years with them.

Mokabox has the advantages of:

1. Having an offer
2. Offering something for free (no risk to try for 'buyers')
3. Knowing exactly where his target market is (easily identifiable)

That's 99% of what you need!

 

[SolutionLab]

Look, good hard work tends to pay off and cold calling on the doors of various businesses is the sort of hard work that builds a local brand. However, that doesn't make it suitable for many businesses nor may it be that great for everybody.

For starters, if, say, you're selling a service, personal contact is great. But if you're a volume business selling a physical product, web marketing + SEO might be a better idea, unless you can build the sort of mass networks like Avon or get distributors.

Secondly, for micro businesses and small businesses, it usually means the main team of people who run the businesses have to do the door knocking and they might very well be ill-suited to that. For example, we're developers and we're very good at writing code or designing stuff but are not that heavy on social skills or charisma and the plain truth is that no matter how many doors we knock on, it would mostly be a waste of time.

Hats off to you for pulling it off, but cold calling is king of a small country.

 

[Sam Anderson]

agreed!

 

[Deleted member 59730]

For example, we're developers and we're very good at writing code or designing stuff but are not that heavy on social skills or charisma and the plain truth is that no matter how many doors we knock on, it would mostly be a waste of time.

I am probably the world's worst salesman but when I started up my publishing business I hit the road and visited shops. In my opinion it is the best way to get feedback.

 

[SolutionLab]

By all means, but we send our clients monthly reports as to how their website/app is doing and we ask for feedback.

But yes, you're right, the face-to-face is very useful, more so when starting up, because you get a clear reaction to a short pitch which can give insight both for your business in general as well as when you're, say, making an Adwords campaign because you can just see what works with whom and that beats mining Google Analytics for data any day.

 

[MokaBox]

"Cold Calling is King of a small country" LOL! Very funny...but very true, I have to agree with you on that. Starting to cold call was a decision that I made because I needed to go back to basics. MokaBox is a very small company and we sometimes fall into the trap of employing tactics that are better suited to larger concerns with bigger budgets. Both my partner and myself have backgrounds in larger businesses so I guess that it was an understandable mistake to make.

I agree with you as well that not all business owners are suited to cold calling. In my case I have been in sales all my working life, so I feel comfortable walking into a business and talking to somebody. Not everybody can do that, so every business owner has to work to their own strengths.

Anyway, I am quite happy to cold call in order to conquer a small country today so that I can afford some nuclear weaponry and conquer the world tomorrow. Watch out Poland...here I come!

 

[MokaBox]

AtmosBob - your comment about being the world's worst salesman just caught my eye. You're probably not if you got good results. The days of a "good salesman" being some guy with the gift of the gab who won't take "No" for an answer are long gone. Those people just irritate the hell out of everybody now. Modern consumers appreciate somebody who gets to the point quickly and can answer their questions in a simple way. If you move on quickly when you get a rejection you'll get to an acceptance a lot quicker - no point flogging a dead horse.

On a lighter note - I remember working with an insurance salesman more than twenty years ago. He had an expression:

"The key to success is sincerity"

"Once you can fake that, you're made."

 

[beasty]

AtmosBob - your comment about being the world's worst salesman just caught my eye. You're probably not if you got good results. The days of a "good salesman" being some guy with the gift of the gab who won't take "No" for an answer are long gone. Those people just irritate the hell out of everybody now. Modern consumers appreciate somebody who gets to the point quickly and can answer their questions in a simple way. If you move on quickly when you get a rejection you'll get to an acceptance a lot quicker - no point flogging a dead horse.

On a lighter note - I remember working with an insurance salesman more than twenty years ago. He had an expression:

"The key to success is sincerity"

"Once you can fake that, you're made."

That is such complete cr##

MODERN consumers did not just land here from outer space with different human reactions in fact some of the modern consumers were around in the dark days when a salesman would use the gift of the gab.. sorry but your statement is nonsense, you may have moved on as a consumer but frankly direct sales makes BILLIONS a year and the guys with the gift of the gab and persistence are the ones who make the sale, FACT.

I give you a thumbs down for such a blanket statement without thinking

 

[jdluckhurst]

But if it works for you, then fine. And, yes, better than 'sitting on your backside waiting for the phone to ring'- but is that really the only alternative to turning up unannounced at offices hoping to get a meeting?

I have toyed around with the idea of actually just turning up to someone's office but in the end sided on the fact that it is a little tooo 'in your face'. but as Mokabox rightly says, whichever way you go about it and whatever technique you might use it is more about the theory of being proactive rather than just complaining about not getting sales whilst you do nothing!

 

[telemax]

That is such complete cr##

MODERN consumers did not just land here from outer space with different human reactions in fact some of the modern consumers were around in the dark days when a salesman would use the gift of the gab.. sorry but your statement is nonsense, you may have moved on as a consumer but frankly direct sales makes BILLIONS a year and the guys with the gift of the gab and persistence are the ones who make the sale, FACT.

I give you a thumbs down for such a blanket statement without thinking

Having the 'gift of the gab' and being sincere/ honest are not mutually exclusive, I would say both are essential. However none of these are worth anything without having the guts to ask for the business.