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Moving Leads from AIM are proven
to be the single most cost-effective means for obtaining new
customers and new business. Unlike other lead sources such as tip
clubs, local networking groups and other lead companies, AIM’s
restricted distribution places extremely valuable information into
the hands of just a few companies in each market. The intent of this
document is to create reasonable expectations for you and to serve
as a guide as you pursue new customers using this resource.
Data does NOT set appointments for you - You Must Do It"
entire process is about "Getting the appointment". That is
your #1 goal in life - to get in front of the decision-maker
so that you may begin the selling process for your company.
There are better ways to do this and we will review some of
Typically, no one wants
to shake the bushes and trees through "cold-calling" efforts.
Understandably, we would all prefer to simply focus on the "sizzle"
and close the deal. Although our research data does not guarantee a
"slam-dunk" for new business, it does place you in a very unique
position to earn it. Your sales personnel are much more productive
using this research data because:
■ You know what businesses are moving.
You know when (approximately) they are moving.
You know who the decision-maker is for the upcoming
■ You are in front of the event to
coincide with the planning process.
you and your talented sales personnel jump in to show them
why you should be their vendor of
future events. The approach that you take can and will make
all the difference in the world when it comes to actual
If you use inside personnel to set appointments for your
sales people, part-time callers work better because burn out is extremely
high for full-time calling efforts. At the same time,
whether it's an inside appointment setter for sales or your
sales person him/herself, greater success will be realized if you have a male call
female contacts and have females call male contacts. It
truly makes a difference in setting appointments. That’s
just the way it is! Think about it.....this really works!
Making the Call
■ Firstly, when
calling a target for the first time, DO NOT mention their move.
If you ask if the target is moving, chances are that they will
say "No" because it sounds too much like a survey OR
they already have received a number of calls about their
move and it's simply easier to say "No" rather than
endure another sales call.
■ Your number one
purpose in life is to get an appointment. Simply state – Who you
are, the name of your company and what your company is known for
– specializing in (specific service) for small to medium sized
■ Request the
“courtesy” of a few moments of their time at the target’s
convenience – at any time, before hours, during hours or after
hours, whatever works best for the target. State that you
believe that you can provide significant savings to the target
if a change is planned in their future. Offer the target
something for “free” - an in-house evaluation, a no-obligation
proposal, a planning kit or the equivalent.
the target refuses to meet with you, request permission to
mail something (your company brochure) that would be helpful
to them. Almost everyone will say, "OK, send it". Be sure to
hand write the envelope and mark it “personal” to the
target. This is very important and will ensure that your
target will see your mail piece.
There are several
advantages to using this supplemental approach:
■ A mail piece is a non-invasive, friendly
approach to communications.
■ The target is
certain to review it if you have marked it "personal".
The target can review it at his/her convenience, not
■ The mail piece says
what you may not be given the time to say on the phone.
■ It keeps on
repeating itself in your absence.
Finally, you now have a reason to perform your first
Today’s technology makes
it more challenging to make contact with people. With caller ID,
voice mail and gatekeepers dressed in armor, you have to work
smarter to get through. Consider these approaches:
1. Make the
gatekeeper feel important. An extremely warm approach that
elevates the gatekeeper to a position of importance can go a
long way. For example, if told that the target is not in, try
responding, "you didn’t give him the day off did you?" This
always gets a chuckle and a warmer attitude toward you and your
efforts to get through.
2. Enlist the gatekeeper’s help. Be honest - share your
frustration. Tell them that you need just 20 seconds with the
target to deliver an important personal message, but you need
their help - "You’re my best chance and only hope".
3. Get the target’s direct dial number. This is as good as
"gold" because the target WILL answer the phone, sooner or
later. Just keep calling and don’t lose the faith.
4. Block Caller ID after leaving one or two messages so that
subsequent calls will not be perceived as harassment. *67 is a
free calling feature that is automatically available from all phone companies.
Simply dial *67 when you have dial tone and then, dial
the number as you normally would dial it.
5. Call before and after normal business hours. This is a great
time to reach people with responsibility.
Follow-up, Follow-up and Follow-up!
Only too often a
terrific lead and a business opportunity will not materialize because of
failure to follow-up. This is the #1 reason for failure in the new
business development process. Remember that persistence pays handsomely and
that you will have to make numerous calls to get through. Even when
the answer is “no”, changes of heart and attitude occur with each
new passing week. Let “giving up” be something that your competition