Winning Through Marketing - The Phone Call

The phone call is our first post in our series of marketing. Aside from our Winning Through Marketing introduction post and our Ultimate Lead Guide series, also check out:

Email marketing
Sales Letters
Networking
Social Media Marketing
Podcasting (coming 8/28/24)

Now, If I had a machine to check your vitals hooked up to you right now I probably would see an uptick in both your pulse and your blood pressure. Do you feel the angst? If you do, you're not alone. According to ZoomInfo, 63% of sales reps say that cold calling is the most disliked aspect of their job and according to ValueSelling Associates, 48% of sales reps actually fear making phone calls. That telephone just got 500 lbs heavier. 

And I get it. This is my MOST dreaded marketing activity. Quite frankly, I'd rather give birth to a flaming porcupine than pick up the phone and call a stranger. So if you feel as I do, solidarity. 

Why do we feel this way? Maybe it's due to a fear of rejection. Maybe it's a fear of failure. Maybe we don't want to be compared to that slimy salesperson we've all experienced. Maybe we're just introverted. But with 63% of sales reps saying it's their most disliked activity, surely not all are introverted, right? After all, they're in sales. Maybe for them it's boredom. Maybe they find it ineffective in relationship to other sales or marketing tactics. 

But phone sales work....

- According to HubSpot, 49% of buyers prefer a cold call as the first point of contact in the sales process. 
- RAIN Group has a similar stat in that 57% of C-Suite or VP-Level decision makers prefer a phone call when being sold to. 
- Crunchbase reports that 69% of B2B buyers want a phone call from people like you if they're looking for [cleaning] services.

Most in phone sales give up too soon...On average it takes 8 calls before you finally reach a decision-maker and it takes 6 more calls with that decision-maker before you win them over. Most people give up too soon (or worse, give up after the first "no"). And 44% of sales reps don't even follow-up after that first phone call. They're so close to gold but they give up when they see the dirt. 

FACTS:

1) Your lead (prospect) very likely already has a cleaning service or they hire in-house.
2) When you call them, they're likely already happy, or they're looking for a new service right now.
3) Of 100 calls made, you will probably only book a walkthrough with 1 or 2 of them.
4) A vast majority will tell you "no" or you'll never connect. 
5) If you follow-up and connect, your odds increase by 70% that they'll turn into a paying client.

With the above info in mind, I see the phone as a relationship builder. It's my goal to be on the phone for 5 minutes or less. I avoid new salespeople mistaking by asking them how their day is or asking if now is a good time. I prequalify them by asking them about their current cleaning solutions, and I dive in with their pain points (which varies by niche) and I tell them we're the solution and share with them how we are different. I then go in for the kill and make the ask. 

Here's an example using the above model:

Hi, I'm Mark with ABC Cleaning Company right here in Fairfax, VA. Do you outsource your cleaning services at your [niche location], and if so, could tell me about your selection process? 

In our ___-year experience, we've found that [niche] like yours face the challenge of [Problem 1, Problem 2, and Problem 3] (e.g. inconsistent services, an open door policy of janitorial staffing, and a lack of management). We found that just by implementing [Solution(s)] (e.g. a 32-point checklist and a 3-tiered approach to supervision), we will be able to provide a consistent clean with the knowledge that image is everything for you over at XYZ Company.

We can put together a comprehensive proposal, with a free cleaning checklist by which to compare future cleaning bids and do so after a brief walkthrough of your [niche]. Would you have time for a 15-minute meetup on [Date/Time]?

That's it. If they object or decline, then I keep them in marketing rotation. I'll still email them and mail them too. Remember, a "no" now is a "yes" later. It may take 20 calls, sales letters, or sales emails, or other forms of marketing. And if they say they're happy with their current services, one day they won't be happy. By developing relationships and being consistent, they'll remember you when they need a cleaning service next.