On The Steel Road we have now highlighted multiple B2B(Business to Business) businesses that are great choices if you are looking to start a new business.
It can seem daunting to try and sell to other business owners but if you can hone this skill, your business will grow and you become an indispensable part of any organization.
Ask any realtor, HVAC business owner, restauranteur, or general manager of a gym. They likely get 5 cold calls per day from people offering to manage their marketing, buy their business, or offer some service or another.
Why do they get so many calls?
Because it works.
That’s the most frustrating part about being a salesperson. You can send emails, texts, or letters. But when you actually pick up the phone and call it just works.
Not everyone is going to say yes, but your hit rate is so much higher than literally anything else.
It’s scary to ask the receptionist to speak to the owner, but 7/10 times they are pleasant and helpful.
Crafting the perfect cold call
Develop a VBR
A VBR is a valid business reason. It’s not an elevator pitch. It’s proof of the value you can add to this person’s business. A VBR is developed beforehand, and shows preparation and authenticity.
Here is an example of a great VBR:
“Hi this is John Doe from Recycle Kings. I was calling because I know your install crews are probably doing 2-3 installs a day.
“Here at Recycle Kings we help take care of the old units by hauling them directly away from your job site so you or your crews don’t have to deal with them.”
“Would you be interested in a short 20 minute meeting later this week to see if we would be a good fit to work together?”
Notice how it is short, sweet, and to the point. It should not take longer than 40 seconds to describe the VBR.
Do not ask how they are doing, do not add in filler words. This is your one chance to get your opportunity out there.
Even if they respond favorably, the phone call should not be more than 2 minutes. Find out what time works best for them and set up a follow up appointment.
The follow up appointment allows you to collect their best contact information(email, phone, etc.), and gives you a chance to prepare for the meeting.
As you are doing this you’ll start to notice certain trends. Depending on the business you are trying to contact, you’ll find the best times to call.
HVAC contractors start the day early to get their crews prepared and out the door. Typically they are loading equipment and parts from 7-8 am and are on the way to the first job by 8:15.
8:30 is an excellent time to reach a HVAC business owner. They are settling in to their computer, checking emails and starting on the rest of their daily tasks.
Realtors on the other hand rarely have to be ready that early, and are preparing for afternoon and evening showings. It’s likely they aren’t in “work mode” until 10-11 am.
Think about the person you are trying to contact and what their day typically looks like.
At the end of the day, it’s a numbers game. People are going to say no to you. You’ll get rejected.
Pick up the phone and dial again. Eventually someone will say yes!
A great book on developing the mindset of a sales killer:
Why am I qualified to give you advice on cold outreach?
I spent 2 years of my life going door to door in Northern Mexico testifying of Jesus Christ. I knocked on thousands of doors and was rejected hundreds of times, but I also met some amazing people and changed some lives along the way!
Since returning to the United States, I have worked in various roles cold calling business owners across the country. Those roles include:
Acquisitions Associate for Bolt Storage
Sales Professional for First Call Jewel
Account Executive for Bonneville International Corporation
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