Cold calling businesses is an essential strategy for sales representatives. You can’t make sales if you don’t generate leads and consistently follow up, right? And the old school techniques of prospecting still work; some sales reps get on the phone and dial for dollars, some pound the pavement, others do both.
But you can make your prospecting much more effective if you send a cold call sales letter to your prospects first, and then follow up with a phone call, or if you are brave and confident you can just show up.
When I was working in a hospital as a medical supplies technician sales reps would come by in their nice suits and giant smiles every day. Sometimes we would get five or six visits. Some of them we knew well because we already had a relationship, others were trying to get their foot in the door because we were in charge of ordering supplies for the entire hospital.
12 years ago my wife wanted to buy a business. She was working for a massive telecommunications company at the time and she was burned out from the constant salary cuts and long hours.
As a result, we decided to look for a business for sale that she was interested in and that she felt confident she could run. We spent a few weeks banging our heads against the wall because we couldn’t find an established business that interested her, except for one. A music store.
But the price they were asking was ridiculous. Plus, it was losing money and it was in a very competitive market locally, and the online competition in this market is intimidating.
I decided to take things into my own hands. I have a friend who has been talking to me about his successful tanning salon franchise at the time, so I asked my wife if that business sounded like something she would like to run.
She said yes, and I immediately go to work.
How To Buy A Business Starting With A Business Lead Generation Letter!
Many moons ago, Robert Collier created the first dollar bill letter. And he used it during the 1920’s! Yes, that’s right. During the 1920’s he attached a dollar bill to thousands for sales letters which were marketing a non-profit organization.
In the 1920’s, a dollar was worth a little more then $11. So including printing and postage he spent, in today’s dollars approximately $11.50 per letter.
Why waste your time and efforts when you can include some additional sales material.
Include a self-addressed stamped return envelope or reply card for quick, easy action on the part of the reader. Add a sheet with testimonials from happy, satisfied clients as reference for you and your products.