Prospecting is a marketing function

IMO, neither requires more skill than the other.

I'll take your word for it.

Iceman,

The book was THE ULTIMATE MARKETING PLAN by Dan Kennedy. I am a renegade because I make it a point to not do what everyone else is doing. Nor do I assume that just because everyone says it's so--that it is so.

On the flip side of that, I have learned many good things from others.

My prospecting method is unconventional--in the sense that I've never met anyone personally who uses it.

What is the method?

• I choose a target company
• I call and get the name of the decision maker
• I mail a short sales letter with a testimonial with an inexpensive prop enclosed that is somehow tied to whatever I want to say. I send it in a hand-addressed envelope with my own personal name and address as the return address
• I call and specifically refer to the prop I have mailed (which almost EVERYONE remembers receiving because it is unusual.). Often I crack a joke about it.
• Prospects almost always take my call--some actually thank me for sending it to them (if it is useful).
• I get a high percentage of appointments when I get through to the decision maker.

I have heard of using props and testimonials before but I can't remember where.



To get a high percentage of appointments you must do a very good job of choosing who to target. How do you choose a target company?

The prop is hugely affective in the prospect opening and remembering the mail piece.

Also, I write the letter with a personal style and put a photo of myself next to my signature and tell them to expect my call. Then I call them and say.."I'm the person who sent you the_____." Sometimes, I say..."I'm the NUT who sent you the ____. Do you remember seeing it?" That makes them laugh...now I've got their attention, their back goes down, and their ready for a short light chat about THEIR needs (not about MY PRODUCT), and a quick appointment close.

I target businesses similar to those who are ALREADY my customers (which they can clearly see by glancing at the testimonial page).

I'm impressed. Securing 2 or 3 appointments for every 3 or 4 contacts made to these types of propects is stellar.

It still takes 20 calls a day, though, because often it takes many tries to catch them on the phone.

Yeah, but you're still talking about a 50-75% cold call conversion rate. Congratulations!