Opening In Person.pdf

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Offline Optimizer
Opening Clients – Opening In Person
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This is by far the most difficult of
all the contact methods that we
cover in Offline Optimizer. Along
with being the most difficult, it is also the most effective. The
business owner you are speaking with can’t push delete on your
email, or hang the phone up while you are talking. You are in front of
their face, and the fact that you are removes most of the probability of
them shooting you down mid-sentence. You’ll get to say what you
have to say, and you will be heard, most of the time, at least.
Door to door sales are tough. I’m not going to lie to you, door to door
sales can seem nearly impossible.
It’s probably a really good thing what you will be doing is NOT door to
door sales. We’re not necessarily just walking from business to
business (door to door); we are contacting our leads that we’ve found
(opening them).
There is a big difference. I know most people that just read the
previous few sentences immediately assumed that In-Person Opening
and Door to Door Sales are the same. They are not, and never will be.
We are opening TARGETED LEADS, not opening random people
trying to sell them a vacuum cleaner.
Below I cover some important concepts when talking with business
owners. After you finish this section, go over the Overcoming
Objections guide in the “Guides” folder.
I’m going to cover a few basic things to remember when speaking
with offline clients face to face. These should be taken with a grain of
Offline Optimizer
Opening Clients – Opening In Person
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salt, as each person will be different, but for the most part, these
should mostly apply.
1. Make sure you’ve pre-qualified the offline lead you’re about to
try to sell. If they aren’t currently marketing or budgeting
marketing into their business expenses, it’s more likely they’re
stubborn, than ignorant. They have a plan for their own
business and changing their mind is next to impossible.
Remember that business owners boss people around day in,
and day out, and they expect their word and decisions to be gold
in the eyes of most people they speak with.
The same goes for business owners who do not have a website
currently. If they don’t have one, especially in this day in age,
then it’s likely that they flat out don’t understand the value of a
website and using it effectively. Use your time traveling to
businesses that are qualified for you to try to sell on your
services. This doesn’t necessarily mean that ALL business
owners fall into this category if they aren’t currently taking part
in these activities, but from what I’ve seen, it’s mostly true.
2. ALWAYS – WITHOUT EXCEPTION – Try to talk to the business
OWNER. If the owner isn’t available or it isn’t logical in the
context of the business you are speaking with, then settle for the
person that is next most important in making the decision to use
your services.
3. Always avoid the webmaster as a point of contact. The
webmaster is currently doing (or should be doing) the things that
you are trying to sell the business on. It’s obviously not in the
webmaster’s interest a lot of the time actually to forward your
request to speak with the owner to the owner, and it will get lost
in translation, so to speak.
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4. The main objective you are trying to accomplish when talking to
business owners is to have your client agree for you to do a
competitive analysis for them and set a time to meet up and
have a face to face over lunch or coffee.
Get them interested in what your company does and not only tell
them, but show them (if possible, bring a laptop) why they could
use your services, and how it will benefit their company.
You are not trying to sell them right away – the purpose is to
make your presence known with a future client and build a
relationship.
5. This following method has worked for me with my ventures, it
actually landed me my very first client. My partner and I both
used to be car salesmen. This may be tougher for the average
Joe, because you are bypassing all the initial research and only
doing basic research on the way to the business, but
nonetheless, it works.
Drive around and get lunch with your sales people, or even by
yourself if you have none. On the way there, note the
businesses that you pass. Try to eat lunch somewhere that will
give you a nice drive through a commercial part of town. While
you’re eating, if you have an iPhone or similar phone that can
use the internet, Google some businesses that you noted on
your way there, that you have never heard of. Do basic research
on keywords having to do with their business so you have an
idea of what the SERPs look like. Keyword research in the
context of search volumes isn’t important – it’s probably present
regardless of what niche you are in, especially if the business
hasn’t gone bankrupt yet.
Offline Optimizer
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After lunch, walk right in and talk to the owner or manager. I
know this can seem daunting and out of line, but once you do it
once or twice, it will seem second nature and won’t even phase
you. Just force yourself to do it. It is great practice on a lead
that you wouldn’t have discovered, and more importantly – if you
do land them, your confidence will receive a huge boost.
Make sure before you try this that your appearance is
reasonable enough to speak with a business owner. At least
wear a button-up shirt and a tie, and look the part. If you don’t
look the part or don’t have the clothes, go buy the clothes. This
isn’t an expense, it’s an asset. It’s called initial credibility – and
if you aren’t initially credible by your appearance, your sales life
is going to be long and arduous, and most likely fruitless.
This is face to face, so be ready for anything. You’re somewhat
unprepared, but this business owner doesn’t know that. Put a
smile on your face and make sure that you are cool, calm and
collected. If you seem scatterbrained and nervous, they will turn
you down without a second thought. If you are confident and
exert your confidence outward, they will listen to what you have
to say. Believe in yourself, and don’t be afraid to sound like an
intelligent human being.
Since this is going to be dependent on what happens, I can’t
give you a word for word sales pitch. I can give you some
guidelines though:
a. Always present yourself by your first name, title and
company that you are representing when you first make
contact.
Offline Optimizer
Opening Clients – Opening In Person

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