I’ve been doing some cold-calling.
Unlike some who cold-call and try to sell something, I’m calling to offer a book I wrote. (I’m also calling to make a friend, but I’ll expand on that another time.)
I don’t try to sell anything on that call for a very important reason: I have no idea what their needs are.
Imagine the scenario… you’re sitting at your desk when a call from someone you don’t know interrupts you. The person calling immediately starts talking about what he – or she - does because he’s scared he only has a few seconds to make his pitch and doesn’t want to waste his golden moment. Maybe he finishes off with an invitation to visit his online portfolio, or have his marketing package sent in the mail.
As you’re sitting there thinking about how soon you can hang up and get back to important work, the caller pushes to get any kind of decision from you. Maybe you’re interested. Maybe you’re annoyed at his rookie technique of trying to sell you something without understanding your needs.
At that point, you feel like just another name on a list and you’re not terribly inclined to waste more time on the phone with him. If you want to be polite, maybe you’ll take his name and number and let him know you’ll contact him, “if something comes up.”
Let’s be honest… even the worst techniques of all time occasionally work. But that approach sure makes it harder on yourself and is probably taking you much longer to reach your sales goals.
Fully respecting that I’m interrupting someone, and that I haven’t got a clue as to what his specific needs might be, I offer my book that has value whether the business ever hires me or not.
The book is not one of those, “I’ve got a secret that I’m going to tease you with and you can only get the full information if you call or hire me,” pieces. It’s full of great value.
When I check back a week later (and I ask them upfront if it’s OK for me to do that) I’ll ask if he has any questions and see if he wants to discuss his marketing needs. Based on the content of my book, he already knows what I do and how I can help.
If I can help, great… the conversation continues. If he didn’t find any value in the book, or doesn’t feel he needs the services I offer, that’s fine, too.
Here’s what someone wrote me after I sent my book following an initial call:
Hi Mike, thanks. Interesting lead gen too. I’ve had people call from the web site, but not to offer me something of value for free. It’s amazing how many marketers still don’t get that.
Those last two sentences are interesting, aren’t they? Replace the word marketers with freelancers so you can appreciate how this applies to you.
You do not have to offer a book. It could be a special report, a helpful video, an audio download… whatever. But offer something, don’t try to sell at that point.
Even if you never intend to make a phone call, is there a free offer when people visit your site? It might attract interest that you might not otherwise have had.
