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Know your prospects
One of the biggest mistakes people make when doing marketing to a business is to jump in and contact the business without knowing anything about that business. Having a basic knowledge of who you are dealing with increases your professionalism. Even a "cold call" done with some background on a prospective business client can produce results. So how do you find out about a business? There's a great resource online through your local Library called "Reference USA". You can search this database to get information on a business before you call them. Reference USA can provide you with an address, contact information and basic company background (What the company does). You can also find other corporate information such as size, annual sales, number of locations, number of employees, Fortune rankings and competitors. But the biggest plus with Reference USA is the listing of management or company officers. When you call you are able to ask for someone by name. This will get you through to the person you need to talk to quicker than anything else. When you cold call and ask for "the manager", your call is immediately written off as a sales pitch. But when you call and ask for Mr Jones by name the operator does not discount you as a salesperson. They assume you know or have had contact with Mr Jones and will either put you through or let you know Mr Jones isn't in. The benefit is that you spend less time trying to get around the gatekeeper and more time actually working your business. |
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