Tag Archives: phone calling

Real Marketing – Phone Calling

I thought I’d start off by talking about picking up the phone and making marketing calls. I’ll admit up front that I hate this part and I don’t think I’m all that good at it. However, in the long run I’m probably not as bad as I think I am, since I don’t stumble over my message, and though I don’t do tons of it I have done it before now.

Basically, before you make phone calls you have to have a few things lined up, if possible. The first step is to have two scripts to use. One is what you want to say if you have to leave a message. The other is what you want to say if you actually get to talk to a decision maker. If you get a secretary you pretty much use your phone message script; at least that’s what I do. The difference in the two doesn’t have to be drastic, but you want to make sure that when you’re leaving a message you leave your name and phone number, something you won’t always get to do when talking to someone on the phone.

The second step requires a little bit more work. You should try to find out the name of the person you’re calling before you start making calls. That’s a big part of my ritual. In health care, I know the person that makes the decision most of the time is either the chief financial officer or the vice president of finance. For other businesses I contact regarding SEO or social media projects, I look to speak to the owner. This little bit of preparation can help you in many ways, especially if you reach a secretary who’s been told to immediately eliminate anyone who doesn’t ask for a specific name. Actually, it’s how I eliminate people who send me requests to guest post on my finance blog, since it’s stated clearly in my guest post policy over there.

After that you start your calls and prepare for the worst. Yeah, I know, every sales and phone guru says go into every call with the expectation that you’re going to get them to agree with everything you have to say but I don’t buy that. Be upbeat, project confidence on the phone, but don’t kid yourself. On average, based on what I’ve read, it’s expected that you might get one contact out of every 100 calls, and actually get someone to purchase from you maybe by the 8th time you talk to them; ouch.

What have my last two weeks been like? Surprisingly not all that bad. No, I didn’t get a single legitimate bite, but I did have two people ask me to send them more information. I only had 2 people who were a bit rude, and I maybe got to talk to 20% of the people I called, much higher than I expected.

The one disappointment was a major one, and I’m going to talk about it. This is someone I’ve actually talked to before, twice. I’d also sent her literature on what I do and I sent her email when she told me to send her an email about a potential project. I hadn’t heard anything so I call her up and actually get her. She then tells me that they’d just had the project performed 2 weeks earlier and she tells me the name of the company. I look them up and they’re out of Florida. I’m in New York, less than 2 hours away, and I didn’t even get an opportunity to put in a bid for it? Yes, I was angry; obviously still am a little bit. Part of me is thinking that I should have gone over her head and tried to talk to the CEO, someone I’ve actually met in the past and it’s probable that he might remember me as well, but that’s always kind of a gutsy move. Another part of me is thinking that I’ll be removing her from my contact list because, well, that’s just not right.

That of course leads to something else that’s discouraging, but I might as well bring it up. For many things, especially services, it’s hard to get people to perceive you as adequate or qualified unless you’re from somewhere else. Most of the projects I’ve done, either in health care or online, have been for clients that don’t live within even 3 hours of where I live. I’ve been to NYC, Westchester County, New Jersey, Connecticut, Dallas, North Dakota, Alabama… a few other places. I’ve done online work for people in these area and let’s add Singapore, Abu Dhabi, Nebraska, California, Virginia, Pennsylvania… and more. Locally; only one health care project, a six-week thing back in 2005 and it happens they knew me because I’d worked there 10 years earlier; whew! And for web stuff… okay, more than one, but very few; strange.

Anyway, back to the phones. A strategy I just picked up from someone is that I should start with a list of 20 and should consistently call that list until I’ve gotten a “no” or some other commitment from them before moving on to the next group. Since I’ve made about 40 calls that might not be a bad strategy, since a couple of these folks I did call a second time. Hey, what do I have to lose, right?

Do you have a phone strategy you use? Any recommendations or comments on any of this, including the one that’s got me so irked?

What Is Real Marketing?

Yesterday I said it was time to start talking about real marketing. You might ask “if you haven’t been doing real marketing, then just what are we talking about?” Good question; let’s get right into it.

telephone marketing
via Flickr

Real marketing is what real businesses do. It’s not just throwing up a website, optimizing it as good as you can, collecting email addresses and bombing people with sales messages, trying to get them to buy products that, for the most part, you didn’t create on your own and don’t have anything else to offer. I’m not dismissing that as a way to make money by the way, but it’s not marketing. It can lead up to marketing, but it’s not real marketing.

Real marketing is uncomfortable; there, I said it. Real marketing is picking up the phone and trying to get someone on the phone to even talk to you about the services or products you have to offer. Real marketing is writing marketing letters and sending them out to prospects, hoping that the people who receive them will open them up and even remember who you are 5 minutes later. Real marketing is going to networking events and trying to talk to people who could care less about you and what you have to offer because they’re trying to market themselves.

But that’s not all that real marketing is. Real marketing is also working the contacts you’ve met on social media platforms such as LinkedIn, which is supposed to be a business networking site after all. Real marketing is making connections with some of the people you meet on Twitter where they might have businesses that can benefit from what you have to offer, or at least might be able to make a connection for you.

These are the things that I need to start doing as much as anything I’ve done in the past. These are things I’m betting a lot of you probably need to start doing as well. To this end, last week I started working on one of the main real marketing things I absolutely hate doing, yet know I need to get it down, or at least get more comfortable with it.

That would be making phone calls. I hate the phone. I’ve hated the phone for years. I used to love the phone back in the days before we had things like robo-calling, telemarketing, and computers. Oh yeah, I remember the days when it cost people money to make phone calls so you didn’t have marketing by phone. Telemarketing; didn’t happen. Computers… nice diversion, that’s for sure. Once I had other things to do, I stopped enjoying the phone like I had before.

Also, marketing by phone can feel emasculating, like you don’t have any control at all. Even if your sales message is sound, you might not get the opportunity to use it. You may get voice mail; you might get blocked by a secretary. Or you might get someone who doesn’t want to be bothered by your sales call; who can’t identify with that?

Still, it has to be done by some of us. I know I need to work my way through it if I want to succeed. What’s success for me? It’s having the ability to buy whatever I want, when I want, where I want. It’s never having to worry about paying my bills again. I think that’s about it. I don’t want to be a millionaire; I want to be a ten-millionaire!

So, we do what it takes to get there. We all have to be willing to go that extra mile, that next step, to reach our dreams. Yes, I believe in the laws of attraction, but they don’t say to sit around doing nothing and have things come your way.

I ask you; what challenges do you have, if any, in making phone calls to hawk your wares or services? How do you hope to get beyond it, or if you’ve gotten beyond it, how did you do it?