17 replies to this topic

[PromoMe]

Opinions needed. What are your opinions on cold calling. Do any of you utilize random cold calling, and if so, what "shpiel" short and sweet do some of you recommend. I understand hang ups are going to be more than often, but what are your recommendations, opinions and methods

Thanks so Much
Liz:rolleyes:

[bdail]

Hi Liz

I don't know that I am a really good one to give advice on cold calling, cause for one thing I hate it, and for the other thing,I'm not convinced it works well in this industry.

As I am sure you've heard us all say ad nauseum, this is truly a relationship business. I really think your time would be better served making and strengthening those relationships.

Another thing that has worked for me in the past 17 years is asking for referrals - it really works. When I first started I literally went thru my husbands' Rolodex and wrote letters to his friends asking for referals and it worked - I was recently widowed and found that folks really wanted to help.

My other suggestion to you would be to check out David Blaise's series--I spoke to him the other day and was really impressed with his depth of knowledge about this industry.

Good luck to you

Barbara

[Schlep]

I know you will find a lot of information in the threads below as this has been discussed in depth in the past. The unfortunate thing is that those links don't come up until after you have started a new thread.

[Vegas]

I just recently started my business (last month ) and I have been cold calling in person & on the phone. When I go out to businesses, I give them a neat package with flyers and also inexpensive self-promos.

I've had alot of people say thank-you and they'll take a look at my info. I always get the decision makers card too....I follow up after a few days to a week & I usually get voicemails.

So far I've made a few appointments from " in person cold calling." One actually will close next week for 150 sport bottles & 200 mousepads.

The phone cold calling is harder, I feel, because I rarely get to the right person & leave a million voicemails........

I just started a broadcast fax campaign, yesterday. I got all my fax numbers from the business cards I've gathered over the years in my outside sales positions in other industries. It's inexpensive and you can reach hundreds of people within minuteas. Anyone else try that yet?

I just joined the chamber & my orientation was Tuesday.

I hope I didn't rattle on for too long but this is a topic that I've been thinking about & pondering for the last month when I started prospecting. :)

[LOGO emPower]

I suggest doing a little homework on your prospect list before dialing for dollars. I started out straight from the corporate buyers side of the business and took the approach my ad agencies used with me - create a program and sell the prospect.

My first client prospect was Nestle USA, my research showed that their Pet Division was the largest user of in-packs and on-packs premiums. So I traveled to 1/2 dozen pet merchandise shows and collected ideas that could tie in with Friskies.

I then drafted a proposal and submitted it to the Nestle Premium buyer to present to the Friskies Brand Managers. Here are some of my 1st year successes and numbers:
1. 400,000 "30 and still Friskies" Ladies T-Shirts (Teal color)
2. 1,000,000 Plastic Lift Tabs for Friskies canned cat food (I actually bought a $12k pnuematic 4-color pad printer and did the job in-house to meet a short deadline and price) Needless to say I sold the pad printer after that job!
3. 200,000 Pet Leashes with "Come N Get It" woven into the leash with a bounce back offer that redeemed 30,000 personalized woven in pet collars.

Aim for the fences every time you swing!

Program that could have been the biggest but declined:
"Come N Get It" royal blue night shirts for the ladies - Buyer felt it was to risque...Would have sold a million! :(

[idelements]

Scott
This may sound like a naive question..but I am going to ask anyway.

When you present these "concepts" or "programs" to the buyers at these huge companies, how do you make sure your ideas and concepts stay with you? I would be concerned with presenting ideas that they could then take and use with another distributor. Do you include specific wording in your proposal to such?

I am so fancinated with how distributors get their foot in the door with these big companies. For example, someone is selling to Microsoft, Disney, Google, Coco Cola, etc. How did they get those types of accounts? It is solely an instance of who you know?

[royster13]

Scott I always wonder how many orders like that are in the "real world" for the average distributor.....I hear that when end users go to the trade shows at MLB spring training or the large grocery conventions, there are 100s of China factories with displays.....

I think for most us us, we have to look for clients a little lower on the food chain.....

And as far a s"cold calls", it might be an idea to listen to the free offering from David Blaise....One of his podcasts talked about how to do a "cold call" so you did not come off as a "street peddler"...

[LOGO emPower]

idelements said:

Scott
This may sound like a naive question..but I am going to ask anyway.

When you present these "concepts" or "programs" to the buyers at these huge companies, how do you make sure your ideas and concepts stay with you? I would be concerned with presenting ideas that they could then take and use with another distributor. Do you include specific wording in your proposal to such?

I am so fancinated with how distributors get their foot in the door with these big companies. For example, someone is selling to Microsoft, Disney, Google, Coco Cola, etc. How did they get those types of accounts? It is solely an instance of who you know?

Christine, I started with a background portfolio being sent to the premium buyer about who I was and my career success. I was 30, just left my position as the youngest Sales Marketing Executive at Shell Oil Company - so with outlining my background and successes - I asked in my proposal if I could make a presentation to him after I provided a couple of quality ideas for his Nestle Brand Managers. He had nothing to lose to present my ideas to his Brand Managers - and he actually gets credit for finding a great new resource of ideas.

As for China vendors - large corporations are often timid with working overseas directly. With consumer promotions there requires substantial testing prior to launch. These buyers want ideas and products neatly packaged and ready to go - they do not want to bury their hands into the many. many details to get products to market. I did take several factory tours with the Premium Buyer over the years, my role became more like a "scout" several times.. :)

[bdail]

Well I have to say that I am glad Scott is no longer a distributor - too much competition.

We have had and still so some large companies as clients. And as with anything else - they are not always what they are cracked up to be.

One of them in particular was memorable - am sure you'd recognize their logo - think a great big mouse! We worked with their events department for a few years. And they always expected presentations as Scott described. And I was happy to oblige - but one thing we did do was charge for our creative time. And they paid it! Because they are in the habit of dealing with so many ad agencies, they expect it.

Of course the big issue with this particular client was that they had they own in-house promotional products company - complete with an ASI number - (Go figure). And the other problem was their expectations were off the charts because of who they were. When we were in bid situations, I couldn't believe the margins that others were giving them.

And we won't even talk about how long it took us to receive payment!!

Barbara

[kristiy]

idelements said:

Scott

I am so fancinated with how distributors get their foot in the door with these big companies. For example, someone is selling to Microsoft, Disney, Google, Coco Cola, etc. How did they get those types of accounts? It is solely an instance of who you know?

I don;t know about the others, but I do know that Disney has their own ASI#.

[Squidco]

My least favorite thing is colf calling however warm calling does work if you're persistant. I met a prospect at a tradeshow 8 months ago. He said it was OK to call him. It took 7 calls when he finally returned answered my call and said it was the PERFECT TIME. I just finished 2 jobs for him and he said everything went so well that he's going to use me for everything they do now.

[pswillner]

kristiy said:

I don;t know about the others, but I do know that Disney has their own ASI#.

While this is true, they still use outside distributors. I did Disney stuff for years, while it was great for the ego, it was alot of work both before and after. << feel free to read between the lines here. The one thing I've learned about the larger companies, is that if you aren't careful with payment arrangements, you can find yourself floating the job for longer then you may be comfortable.

Pete

[twistededge]

Not a big cold caller myself, but my best friend who is in sales makes a lot of cold calls described a new technique she uses. That's to not go in there to try and sell something. Go in there and get an appointment with the decision maker to discuss ways to help them grow their business/attract/retain customers etc.

If all you focus on is getting appointments when you cold call, then you will be more successful. The appointment is now a "warm call". At the appointment you can follow the David Blaise technique of the non-presentation presentation where you ask questions and then follow up the targeted product recommendations.

[kristiy]

twistededge said:

Not a big cold caller myself, but my best friend who is in sales makes a lot of cold calls described a new technique she uses. That's to not go in there to try and sell something. Go in there and get an appointment with the decision maker to discuss ways to help them grow their business/attract/retain customers etc.

If all you focus on is getting appointments when you cold call, then you will be more successful. The appointment is now a "warm call". At the appointment you can follow the David Blaise technique of the non-presentation presentation where you ask questions and then follow up the targeted product recommendations.

I actually do this, but a little backwards I guess-
I go in in-person to "drop by some materials" for the person who handles your advertising and/or marketing... I get that person's business card..

1-2 days later I call to follow up with that person: "have you had a chance to take a look at the package I brought by for you".. "would love the chance to sit down with you and talk about how we can best target the audience you want to reach with the message you want to send"

I get appointments that way at about a rate of 2-3 out of every 10 or so that I call on.

[webbmarent]

Cold calls? I have been having fun the last couple weeks and successful at obtaining appointments by doing the following:
1. I got my 50 free logo imprinted presentation boxes from The Platform Galler. Call Mencily or Allison and tell them I referred you and want something similar to what they sent me(I got the Tribeca box which holds about 5 thick catalogs). It's free, you just pay for ground shipping and the boxes are very light. It's 100% recycled fiberboard which the clients love.

2. I place 3 teaser catalogs and cool samples of neat stuff (no junk). I bring an extra useful gift for the receptionist and tell her to give me the name of the appropriate person.

3. An eye catching flyer goes into the front of the packet. And a coupon.

I follow up with the receptionist (who by then has told me her whole life story and feels a connection). She transfers me to the right person who personally received the recommendation from the front office person.

I'm 4 for 4 so far, in two weeks on cold calls. First impression counts!

My blog has also brought in out of town orders for BLANKS. Take a seminar on Social Media (check Google) because that's where the world is going.
Have a great weekend!

blogging @ www.promomarketer.typepad.com

[Linda K]

I am fascinated with this conversation. I want to approach healthcare agencies with an idea, but I do not know who to contact. Does each hospital have a marketing rep, its for awareness walks. Any ideas would be appreciated. I really love this site, I am learning so much.
L

[webbmarent]

Hi Linda, you would find that info from your local Chamber of Commerce. In our chamber, the awareness walks are run by Relay for Life (not the hospital). CoC's are great when you're starting a business - it gives you exposure and experience. Best of luck and have fun!