(continued from last week’s post, Part 2)
Launch your attack by “cold calling” the largest companies in your city, following this script. (To get the contact information, subscribe to a lead source like ZoomInfo (https://www.zoominfo.com/ .) Once you reach the contact, SMILE and say the following:
- “Hi, my name is _____________ and I’m with (your company name). Unlike our competition, we don’t send information out indiscriminately. The purpose for my call is to get your permission to send you a white paper about office moving. May I please send it to you?” They’ll say, “Yes” just to get off the phone.
- Before you hang up, be sure to get the correct spelling, title and the exact address of the prospect and send him the 5 STEPS TO A SUCCESSFUL OFFICE MOVE white paper.
- A week later, make a follow-up call and say, “Last week I sent you a white paper on the 5 STEPS TO A SUCCESSFUL OFFICE MOVE”. Once they confirm that they received it, say, “I just wanted to point out Step No. ___ (1., 2. or 3.—whichever one you do).” If, for example, you use Comp-U-Wraps, say, “We protect every computer component with a patented computer wrap before we move them.”
- Your goal is to meet with the prospect so that you can pitch him the benefits of using your company.
- To get the appointment, ask, “May I please stop by for 15 minutes and demonstrate our patented computer wrap?” Then make the appointment.
- Before you meet with the prospect, prepare for the face-to-face meeting. Take a prop(s) such as a sample of Polynite, Mat-A-Door®, Comp-U-Wrap, or a plastic crate with you.
- Rehearse your presentation before you go to ensure that it’s brief and that you’re enthusiastic.
- No matter how well the meeting goes, don’t stay longer than 15 minutes. Better to leave the prospect yearning for more than for you to outstay your welcome.
- After you greet the prospect, go right to the chase—don’t waste time talking about the weather or other trivia. Ask, “I’m just curious, how do you presently move your computers?” Never criticize his present mover because he probably hired him. Stand up, take control, be excited and say, “We have a patented method for moving your computers that minimizes the risk of damage to your monitors, printers and CPU’s. Unlike our competition, we wrap every computer component with this reusable anti-static bubble wrap protection”. (Or, show him your sample Mat-A-Door® and tell him how your Mat-A-Doors® repel a blunt force and don’t fill landfills like cardboard does when protecting elevator entrances and main building doors. Or, tell him the benefits of using your plastic crates.)
- 10 minutes into your presentation, hit the prospect with your close. “What I’d like to do is give you a demonstration of our service. How about if you let us handle your next small move”? (This is a no-pressure, innocuous way to eventually get all his business. There’s no overwhelming learning curve because you’re only asking for one small move.) The prospect will rarely say, yes on the spot. However, he will think about it.
- Then, like clockwork, call him once a month, smile and say, “Are you ready for us to handle your next small move?” Eventually, your competitor will mess up (see Part 1 of these 3 posts) and your prospect will throw you a bone by giving you a small move. At this time of reckoning, send your best crew and render a superb service using your differentiators—Comp-U-Wraps, Mat-A-Doors®, Polynite, or plastic crates. Within time, you’ll become his primary mover.
This really works! We took Southern Bell away from four other movers, winning more than $1 million of business per year using this process.
Be sure to join our Group at https://www.linkedin.com/groups/12060567
For more information on our online office moving training, please visit
http://www.officemoves.com/training/index.html or call Ed Katz at 404.358.2172.