Can old fashioned prospecting get you more business?


Looking to grow your Cumbrian business? In-Cumbria’s Business Doctor Peter Fleming brings you the top sales tips.


You may have tried, handing out flyers, direct mail, emails, social media even, however sometimes just picking up the phone and asking for a meeting with the business owner may get you the results you’re looking for.

Building awareness of your products and services to existing and potential customers is a key success factor.

  • Don’t assume everyone knows who you are, where you are and what you do.
  • Don’t wait for the phone to ring, because the chances are, it won’t.
  • There are people who make things happen and there are people who wondered what happened. Who would you rather be?

Some simple tips for preparing telephone prospecting calls:

Do your deskwork, create 3 categories and lists of business contacts.

1) Loyal customers: ensure you keep in touch with these clients, update on new products, industry news and build the relationship as they may just pass you some referrals. Also as their business grows you want to grow with them.

2) Clients and customers who buy from you but also from other suppliers: these are normally the best prospects for additional business, you already deal with them however the key task is to create a closer business relationship and move them up to loyal customers. Call them regularly, visit them and ask them about their business, get to know them better, their buying habits and current and future needs, this will lead to additional business opportunities.

3) Known non-customers: your prospect list, these are the toughest as a cold call. Break this list down into manageable lots, by area, business size or sector of industry.

Once you have your lists create a weekly plan and set yourself a target to contact a number from each list. Mix the calls between categories and aim for at least 12-15 per week to start with.

Tuesdays, Wednesdays and Thursdays between 10.00am and 3.00pm can be the best time to call. Some contacts you will get through to first time, others you may need to ring many times over, just be persistent.

Making the cold call: tips

Be prepared. Check out their website and company info on the web, have details to hand.

Choose a quiet office, no interruptions or background noise.

Use a landline rather than mobile.

Don’t tuck the phone under your chin as can muffle your voice.

Stand up, smile, concentrate. Take notes following up anything relevant, have your diary open.

Don’t say;

I’m just phoning . . .

I’m updating our database

Sorry to disturb you

Do say;

I need to speak to . . . . . . (from research ask for the manager/owner/decision maker)

Make the phone call sound important! Once through to the person you need to speak to use positive openings such as “I’m calling selected customers”, “I want to find out more about your business”.

Remember don’t sell, the first 10-15 seconds is about breaking the ice! Once you have their attention, explain your going to ask a few questions.

Use open questions starting with How, Why, What, When, Where, Who? e.g. “How do you currently manage your . . . . . . . ?” Or “Who within your business would normally deal with . . . . . . . ?” if they open up and mention issues, ask “How does this currently impact on your business and/or current client base?”

Then use examples whereby you have helped customers with similar issues/challenges.

Then ask for an appointment, the objective of the call.

Give 2 or 3 alternative dates or times. Use silence to get an answer and hopefully you get that appointment, if not, ask if you can call back another time.

Don’t get sucked into giving any pricing over the phone or sending by email.

Finally, use a script or bullet points to build confidence, save any information and diarise, follow up any appointment agreed immediately thanking them for their time.

Peter Fleming of Business Doctors Cumbria is holding a free “Breaking Big” seminar 12 noon - 2.00pm Tuesday 17th November at Dodd & Co. Rosehill Carlisle, To book: http://www.businessdoctors.co.uk/event/503/breaking-big-seminar

Peter Fleming in partnership with Cumbria Chamber of Commerce “Smart Selling Made Easy” Sales workshop, Wednesday 18th November, Newton Rigg, Penrith, 10 am – 4.00pm Link: http://www.cumbriachamber.co.uk/event/114/smart-selling-made-easy

To contact direct or for further information peterfleming@businessdoctors.co.uk