“When you knock at the front door and they won’t let you in, use the window, if it’s locked, find the garage, etc.” Never stop and build momentum. I’m not asking you to be a burglar as this is a metaphor to tell you there are multiple ways to find prospects based on the type of business you are willing to reach. As a result of patience and empathy, keep in mind that you must adapt to each person: some prefer using the phone, other face to face meeting, video calls, others email or messaging apps.
How to cold call?
I know what you’re thinking, we are at the digital era, why still using phones? Because even though it can be rough sometimes, you get immediate feedbacks and it’s faster to explain what you do / what you want to do. If you are structured and keep a positive mindset, nothing can stop you really. Your goal here is to have an appointment with the company. So first step would be briefly explain to the gatekeeper about your activity (often a receptionist, a secretary, a colleague, etc.) and who you’d like to reach out to: a decision maker. He/She can be a CEO, a (digital) marketing manager or a communication manager depending on the type of business and industry.
Or simply ask who is in charge of their facebook page. They can ask you to send an email to their general email address like firstname.lastname@example.org or directly to the manager himself/herself. If you are determined, convincing, patient (and lucky if available), you’ll get to talk to the decision maker within a few minutes. This is your moment to shine bright, you have a unique window to make a first good impression, preach about their chatbot opportunity and drive their curiosity around a first meeting with you. Ready. Set. Go!
What to say?
As each human conversation is unique, being: natural, calm, smiling, knowledgeable and confident will help you a lot. I would say a balanced cold call is a “dance” between the structured version of yourself and the spontaneous version of yourself. So I would go something like this:
– Presentation, who I am. “Hi! Louis here from chatbot Plus”
– What I Do: “We are in conversational marketing, we build chatbots since 2016”. Tips: expect the question, okay but what is a chatbot again? It’s a conversational agent/assistant active on facebook and a website which automates questions and answers from the audience. “Oh ok like the chatbox on the bottom right of a website, right?” Yes kind of!
– Why am I calling? I am calling as we have the feeling our tool/technology/service would help and make your life easier. Today it is possible to automate the majority of the questions you’re receiving from your audience and connecting with them while being truly original.
– Why am I talking to you? Because bots could be integrated in your online strategy
– Asking for the meeting: I would suggest we take the time to talk about it?
– Think as if you were already working in your client’s organization: you are a true participant
– In your approach, be genuine. The same way you would help a friend and asking him/her nothing in return. Your ultimate goal should be to make their life easier and adding value.
– When you are starting, sometimes it can help in your approach to make yourself believe that what you are offering them is “free”. You’ll have a positive vibe of gifting which can make them willing to meet you and learn from your product.
– Always go back to the potential direct gains. Your service of bot builder is valuable, it can help a client make more money and save money, this is your key so don’t forget / lose it.
How to write an email?
“That looks interesting, can you send me an email explaining how everything works?” Even though emails should ideally be personal, you can use templates so you save time and automate the process (many CRM have that option). The steps we used in our funnel were:
– Introduction: what you do, examples of your work, contact details, how to contact you
– Appointment scheduled: it seems obvious but make sure they don’t forget the date
– Offer: recap of the bot mission, description and pricing (contract if there is one)
– Follow up: so they don’t forget about your offer. Don’t lose momentum and wait too long
– Summary of the project: so what they pay for is clear, avoid any misunderstanding during your communication. This way you set the limits of your work as well, it can protect you. You make sure they confirm the details of the project then you send the invoice.
Try keeping your emails short, structured and precise. People are busy with their business running, go straight to the point. Include a signature below your text, it should be easy for them to contact you: name, phone number, address of your office if you have one.
Tips: while we are still in business, there is always room for being yourself in your writing. Convey your personality, bots are about conversations, they can be really fun and original. In their head, you are the one who embody this. Sometimes not being too conventional will pay off if you know what I mean, so spread your wings and stand out!
Productivity Bonus: Beside respect and being polite, include steps in your emails, example:
1) This is the presentation of our products you’ve asked during our last call
2) Could you please give us access as an administrator / moderator of your Fb page?
3) Can you confirm our next call on Wednesday morning the 10th of April at 10 am?