Last week, I let an old college buddy talk me into meeting him out for a beer or two after work.

Didn’t spend too much time or have too much fun but, the topper was when I walked outside, I discovered my car had been broken into and my computer stolen.

Ouch!

When your technology is ripped away, you realize what it really means to you.

The good news – So many of the systems I depend on are hosted on the web that I was able to get the things done that needed to be done.

The bad news – you get things the way you like them with time.  When its all disrupted, you can function efficiently and its frustrating.

All this made me realize how much I depend on Internet based marketing efforts.  I spend a couple of hours a day tweaking PPC campaigns, blogging, etc. and it works.

And still, when I ask most of my clients if they’re marketing on the Internet, I hear “Well, our website is almost ready for release.”

Its like I’m in a parallel universe.  My clients have almost no experience with the kind of marketing I take advantage of everyday.

For any sales person or business owner in any industry, you have got to try it.   I know you’ve read all the stuff online about “Cold Calling is Dead”, etc.  Its not dead but, there darn sure is an easier way.

When you reach out to someone through traditional advertising or cold calling, you start an education process that may lead to a purchase after a few steps.

When someone searches for you online, you already know they want what you have.

Related posts:

1. Sales people don’t have to be scary!

Change the dynamics of the relationship – Customers expect the sales person to “chase” them and they take advantage of that fact.  They don’t return your calls because they know you’ll call again.  This Firing technique takes sales person out of that situation.

Get the prospect to return your call – Understand, we’re taking advantage of the fact that emotionally, your prospects derive a sense of importance and power from the fact that you’re chasing them.  They don’t want to be taken off your list.  That makes them feel less important.  If you “fire” them and they don’t call back, then they are telling you that they are not sufficiently interested/qualified for your services right now.  The best news is that many WILL call back and there will be a new relationship in place.  You’ll be in control!

Technique -

1. Decide on a series of steps that are the limit of outbound calling that are sufficient for most of your prospects.  For instance -
2. Call on day 1, leave message if not in
3. Call on day 2, don’t leave message
4. Send email on day 3
5. Call on day 5, leave message if not in
6. Call on day 6, leave message “firing the prospect” if not in.

All the steps can follow your normal “script” or approach.  The last one, where you “fire” them is the key.  For a look at a good system to manage this kind of calling campaign, click here.

So, when you make that last call, if you do not reach them, you leave a voice mail to this effect – “Bob, this is Bill with Maximum Potential, in the last couple of weeks, I’ve called and left a few voice mails and sent an email or two in order to discuss our Human Resource solutions with you.  Since you have not responded to my messages, I’m going to assume that improving employee retention and reducing hiring costs are not a priority for you at this time and I’m going to take you off of my calling list.  If I can be of service to you, just call 888-???-????.”

This last message in which you actually fire the customer, rely on two components, without which it won’t work:

• It must be firmly and clearly worded – they have to know you’re not going to call anymore.  The next move is theirs.
• You have to be sure you don’t want to call them anymore.  You loose credibility if you leave a message like this and then call them again in a few days.

When they do call back, stay in control.  Suggest a next step but, be sure to confirm that they’ll take your call when you call back – best of all, set an actual appointment.

Good selling!

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