This may be contrary to what many in our industry have been trained to do, but I don’t believe cold calls are an effective prospecting strategy. When I work with a coaching client this is the last strategy I recommend. Why? It can take 50 or more cold calls to secure one appointment and the chance of that appointment turning into a sale are not very great. Plus, well trained gatekeepers and modern technologies such as voice mail and caller ID are all conspiring to keep you out.
If cold calls aren’t effective, what does work to get more sales? There are many strategies that are effective. Here are three to try:
Forming Alliances: Who serves the same target market but is not a direct competitor? Printers, graphic artists and meeting planners are a few suggested alliance partners. How can you both work together and increase your businesses? Consider hosting an open house together or doing a joint direct mailing. One of my coaching clients increased her business dramatically when she formed an alliance with a digital printer. This powerful strategy can give you a steady stream of new business.
Targeted Networking: People buy from others they know, like and trust. The more you show up, the more you build the know, like and trust factor. Target your networking where you are most likely to meet people in your target markets or people who can refer you to others in your target markets. The key to this strategy is to follow up within 24 hours on all hot prospects and to continue to follow up on a regular basis with valuable information such as free marketing tips and promotional ideas.
Customer Loyalty Programs: Our promotional marketing suppliers frequently give us better pricing when we reach a certain level of sales. This encourages customer loyalty and builds a stronger relationship. How can you reward your best customers for giving you more sales? Next quantity pricing; a promotional gift; or inviting them out to breakfast, lunch or a special event are just a few of the ways you can reward your customers and increase your sales … without cold calls! An added benefit is that you’re modeling a powerful promotional marketing strategy. A loyalty program that uses a promotional gift may encourage your customers to do the same in their businesses.
What’s your best prospecting strategy? What has worked in your business to get more sales? I would enjoy hearing from you. Post your comments below.
Looking for more ideas to easily increase your sales? Get a free Skyrocket Your Spring Sales audio download with non-stop ideas to increase your sales, plus hundreds in supplier discounts and my new special report “10 Big Mistakes Promotional Professionals Make and How to Avoid Them and Double Your Sales” at my website www.promobizcoach.com.
