Hi how about tweaking it a bit like this:
"Hi, I saw you ad here in the paper. I'd like to talk to the owner (or manager), please."
If they tell you he's in a meeting or out, get a name and.....
"That's fine, when would be a better time to call or see Mr. Johnson? (Try to pin them down on a time frame) ...Ok please tell Mr. Johnson, I'll contact him at 1:00pm. Here's my number in case he'd like to set up a different time.
By pinning down a time, you've minimized wasting calls. You're giving him an out but only by calling you, so you get to talk to him either way.
When you do get him on the phone, I tweaked it this way:
"Hi Mr. Johnson, I'm with the yellow page directory here in town, I saw your ad here in the paper and I actually wanted to ask how you've been doing with the newspaper ads?
(Listen to the answer for clues to their advertising issues...ask about other places they spend their advertising money.)
"I know it's tough to try spread your advertising dollars in the most effective manner. I'd like to stop by for a few minutes to talk about IF a yellow pages ad might be an effective fit. I have some general ideas I'd like to share with you about some simple, cost-effective ways to get more value out of your advertising budget. Do you prefer Tues. morning at 10am or Thurs. afternoon at 2pm?"
This assumes that he likes to spend his money wisely. This also tells him that yellow pages advertising isn't effective for everyone, and you have no intention of selling him something he doesn't need. (Of course you've prequalified that need, so you'll show him it'll be a need when you meet with him.) You're also telling him you'll give him valuable advice for free....make sure you do! It also assumes a brief meeting and you are just firming up the most convienent time.
Hope this helps,
Pam
