Cold calling - building a sales point technology

Social Portrait of an agent for the cold spot sales. Young, prone to intelligence, a good vocabulary and penchant for epistolary genre, a good knowledge of the subject and light work with him in terms of theory. If these managers you do not, you can try to work himself, or at least engage in drawing up proposals, and rang to entrust the most experienced agents. One managerov which I saw - was preparing a presentation for each client, as well as a meeting izrisovyval 20-30 sheets of paper.

Pointness is that you consciously reduce the basis of probability to the most customers, and then spend a deep study of the client. Let's start with the restriction base.

The narrowing of the base.

The number of zeros in the contract should cover the development of client. You can build on some of these numbers: in the meantime you would be able to work out the 10 warm clients and earn an 02.01 agreement with the prospect of 3-4 more. Therefore, your profit should at least be an adequate labor costs.

This, incidentally, one of the major mistakes beginners head of sales. Begin Smart books, and then forced to work off of each client managers. A tilt and uninteresting low-income clients to forget. As a result, several months were consumed manager receives an order for business cards and dumps. Of course, all clients must love and respect. But above all we must love and respect themselves and their work.

In addition, I personally always try to tilt the customer is not appropriate for me to psycho. I did not trigger a classical chpshnikami from the plow - a sort of farmers in business. Too bad I did it with a pot-bellied guys in suits and nice cars. But the cardigan and a sweater - it's my razmerchik. By the way, learn to evaluate the cost of clothing and accessories. This is useful. Sometimes plain moccasins and canvas pants are worth many times more than the five suits with pearl shimmer.

For some it is easier to work with gosami, nomenklatura. Some guys like costume. Some more easily with women heads of.

T. e. have already seen that even at the stage of narrowing the base you need to know more about your potential customers. And there is a focus. On the public companies they know everything and want them to clients. But on a less public companies must also be able to collect information. I like this from time to time to walk on their customers and talk about that, about this. From time to time pop up interesting facts about their colleagues and competitors. Sometimes there comes a point when it can be used.

This insider job can be replaced to work with the press of business in the region. I call it 'to be in good shape '. The more you know about your customers, so it's easier to work.

Summing up. , Work on the preparation of the base is not reduced to the selection of the most public companies, but quite interesting to spend time in their development. And, of course, they should fall under the criteria articulated in the previous article - they should need your services. Keep in mind that miscalculation could cost you dearly. Once we have developed a deep large corporate client to a large order for printing, but it turned out later that they had sitting on a pullback another firm and all our efforts were simply unnecessary - no one was going to give us the order. Several meetings, papers, and a lot of time was wasted.

Further work with the customer base can be called. dives. Because they differ in depth study of the base. It is worth remembering that all these companies do not have those friendly to us, and the protection of your other clients, too, there. Moreover, most likely, these clients are not even aware of your existence. But you have already started to work with them.

easy to dive. - The easiest method. In fact, it comes down to customization of standard proposals. T. e. take your usual proposal, making it appeal on behalf of the company's middle name to topu, and the content kastomiziruem applied to this company. In. previous article. A pack of proposals - there is a customized version to promote the site.

After writing this proposal there are several delivery options - from sending an e-mail and fax delivery to personal. If possible, make a courier for signature to the Director. Then your offer reaches this stamp. We used this simple technique: the manager printed a bunch of suggestions, printed sheet with a list of companies and opened the door with his foot in all these offices. Then he pretended that he was a courier and a signature file with the Secretary gave papers or envelope. worked well.

The average dive. - A deeper study of the light of knowledge of customer problems. Usually based on analysis of the insider or. For example, you can see the absurd attempt to prove to us on the web. Next, by a pair of calls from both a local Internet media will find a contact name - it is very easy, people are so gullible. all. You can make a proposal in view of the problem at the address of the person who pyzhitsya solve this problem. Half the time you get to the point and shooting pain from his head, and get a reservation. If we compare with the exhaust from the standard cold calls, it is 20-50 times steeper. Although labor costs by about 10-15 times more.

deep study of. extremely rare - too hard to find a specialist for her, but at the very rarely have enough time. This is a real strategic training and corral the client in a trap. I'll try to give an example. Although the negative.

A couple of years ago I was asked to assist in customer hilling on a large order: outdoor advertising, TV, print, online, even planned. We knew that it must be. More specifically, we knew that the responsible manager on behalf of the leadership is looking for a contractor. We went to the customer is already a pool of information, and to meet with the leaders have already come with a ready-made advertising campaign is essentially. But in less than. The stumbling block was the owner of the. Only at the meeting, we learned that she actually has something they saw his campaign, and our vision was with him against. That's so wrong with the level of influence of the responsible manager. However, three months after they began to advertise themselves, without middlemen, using our achievements. I have sworn never to get involved and neighing in such projects with low insider.

Another example, but here I was already on the other side. Supplier of medical equipment left on a potential client in a project where I was a consultant for IT. I was invited to a meeting with this friend in a restaurant. We ate well. And then the investor has decided to close the project, considering it unprofitable. But if it were not closed, then most likely it was decided.

Detective stories deep in exploring rare. The whole point is to collect the maximum possible amount of information, finding the pain points and the optimal moment. Sometimes pain creates a point outside or inside deliberately, although usually use the available. The optimal point often create. Seen in Hollywood films seylz trying to get an appointment somewhere to mow a client? . Approach is always very dumb. So find someone who at least knows you both nodding and asking him to submit a. Next thing is your knowledge about pain at.

However, it's all the aerobatics and try to explain it to someone who already is doing - is to call it a smile on his face, and who is not involved - nothing to spend time.

now. try to summarize. All said and bring it into a single program or case.

Case 1. For example, construction companies. The builders - it is always good. They have a lot of money and even a million, they are not greatly affected.

Looking for customer site. Throws those who already have a web site. Then lay off a handful of those who have govnosayty. Companies with good sites in general throw from the base. Companies with sites in the top search region throw. Most likely, even if they govnistosti - they do, and maybe love. Met the love of the wild creatures of their own school children, as well as to sites where customers almost twisted arms designer - shit by shit, but how much was invested in it love, just try to criticize!.

For the remaining companies in the list (no website and HS) collecting Old: Name the director or zamestiley, email, phone. Cooking nominal supply. Then we deliver to addresses. A day prozvanivatsya on delivery.

Case 2. For example, we learned that the site for a construction company 'A ' is now orphaned, because the responsible person has left. The classic version - this site will hang silently, without renewing. Then the customer will order a new site from scratch with another company.

We learn about the company informations. Understanding that for the engine used in its consistency with the work site. Prepare a proposal for a nominal support and development. Pretends, or learn to fire an employee salary. This allows you to bid for this work - 50 % of salary or less. If after this enthusiasm has not died away, then form a sentence and immediately make our way to a meeting to the head. It is necessary to bake pies, while the body was still warm. Most likely, this will end the contract. Hoisted customer support, you can eventually drag it to the host, to plant on the banner ad campaign on the context and the promotion of.

Case 3. For example, as a result of study we learn that the responsible officer of the company required us to have common interests with your friends - intersects with the company. Besides, you know that the company simply needs the site of your hands. Or its promotion.

More pure creativity. Stuffed in a meeting at the company catches people - sometimes it takes weeks or even months. More simple, everyday conversation, ' oh, wow, you're there for you! . By the way, you know, that in recent years almost all of your competitors went to the internet - we track the market. '. In general, word for word, exchange phone numbers. Then it may take several months, but, but nothing you will not be imposed - the employee himself will push your ideas of leadership. In order to accelerate and motivation can make a closer acquaintance or think talking about saunas - is a myth. Saunas sauna but not about the fact that the guys involved in diving, travel together to Europe - I know first-hand.


In general, a wild hemorrhoids, and they are very few people engaged in. Therefore, the generalized technology point of cold calls and meetings almost never. But if you start doing this, you can not stop. I do not know why, but sooner or later all of my conversations with people who can be my customers, roll into a professional niche and it's in the months and sometimes years, gives effect to the order form with almost one hundred percent hit. Detective same development I do not do - in my opinion too much loss of time, but even worse - you can play too long and lose all sense of reality. Business is business, you can lead him playfully, but can not be turned into a game - bad ending.

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We continue to publish guards in response to a link to my blog:. Blog novice SEOs. - How many times I said that we should not write ' long ago, I wrote something in his blog '. Blog Eugene Kuzin. was interesting, but all the comments and do not - support the guy! . Seychelles moneymaker. Not a blog, a collection of software and refok.

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