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Strategic Guidance to Build Your Business
Volume 5, Issue 4, March 2011

"The Business Builder" is brought to you by VSA, Inc. in collaboration with Rink Consulting. VSA, Inc., founded by Valerie Schlitt, builds and implements B2B prospecting programs for businesses and professional service firms. VSA has a team of professional telephone callers who open doors to new business opportunities for VSA clients. Linda Rink, president of Rink Consulting, specializes in B2B and consumer marketing and research. Both Wharton MBA graduates, Valerie and Linda often team together to help clients identify and reach new customers. In this newsletter, they share some of their business development insights.

How to get Email Addresses by Cold Calling
by Valerie Schlitt, President of VSA, Inc.
Valerie Schlitt photo

In the last issue of the Business Builder, I talked about the importance of asking for email addresses when making cold calls - and how using email communications during sales prospecting increases results.

Now, I will give some tips on getting email addresses.

A few things to remember

  • On average, you'll get email addresses from 30% of the people you call
  • If you make 2 or 3 calls, this % will increase
  • You'll probably learn that 5% - 10% of these addresses are wrong
  • Some firms readily give out addresses; others refuse under any circumstance
  • Email addresses are easier to get today than 2 years ago, but more emails probably go to spam or are never read than 2 years ago
  • Many C-level executives have email addresses for "vendors " or non-critical emails. You'll probably never get the direct/real email address for these individuals
Here are ways we've learned to get the email addresses:

Ask Directly for the Address

When making calls, if the decision maker isn't in, say you'd like to send some information. Then, just ask for the email address. In most cases, you'll get it. In other cases, you'll get the assistant's or admin's address.

Use the Admin's Email

Sometimes, the admin's email is the best email. He/she will screen the emails and bring important ones to the decision maker's attention. If you can get the admin's interest, you have a good shot at getting your message to the decision maker.

Use a Proxy Address as a Start

Often you can search online and find an email account of someone from the company. This way, you'll learn the company's email format. Then, just say, "I'm trying to send Mr. Smith an email and want to confirm that I have the address correct. I have [email protected] ." In most cases, the admin will confirm that address or give you the correct one.

Ask to put the Decision Maker on a Newsletter List

If you get through to the decision maker, or even when talking to the admin, talk about your product or service. Say you have a newsletter that provides helpful tips. Then, ask "can I put you on our newsletter list?" If you've had a sufficiently pleasant conversation, he/she will probably agree just to be polite.

Call Two or Three Times

Different assistants handle calls differently. If you don't get an email address the first time, call again the next day. Often you'll get someone more willing to help you.

Do not sound like a Sales Person

Never sound like a sales person when asking for an email address. The assistant will probably assume you want to sell something. But, the more you sound like a sales person, the more resistance you'll encounter. Remember, you want to help.

Know the Decision Maker's Name

In many companies, you cannot get the email address if you do not have a name first. You can't just say "I'd like the email address of your CFO." Instead, confirm the CFO's name first, even if this means doing an online search. When you call next, say you're "sending something to Dave Smith and you need the email address."

Ask for Help

Sometimes if you act helpless, the admin will rescue you. You might say, "I'm sending something for my boss, and he didn't give me the email address." Or, you could say, "I'm sending something to Jean Smith, and forgot to get the email address." And, then, ask for help.

Summary

You will be able to build a strong email list by making cold calls and asking for the address. You won't get the addresses 100% of the time. The more repeat calls you make, the more addresses you will get. Try different tactics as you go. Then, use email to communicate your message, in between cold calls. Taking the time to cultivate a good email list is worth the investment in downstream sales.

Tapping Social Media for Research
by Linda Rink, President of RINK Consulting
Linda Rink Photo

We've all been hearing a lot about using social media to market our businesses. But another important reason to tap into social media is to do research. LinkedIn, Facebook, Twitter, blogs and other interactive sites can yield valuable business information.

Here are 5 important reasons to tap social media for research:

  1. Get a sampling of opinions about a current issue
  2. Conduct company research about your prospects and competition
  3. Obtain information about individuals - check out prospective vendors and clients
  4. Monitor what's being said about you or your company
  5. Identify trends in the marketplace for new opportunities
Social media is current. One of the biggest advantages of social media is its immediacy. You can tap into real time chatter.

It's real. Much of what is posted is unedited, so it's real words from real people - for better or for worse.

But it's not always representative. Keep in mind that the information and opinions you read on social media sites are anecdotal, not representative of the entire population. People who participate in social media sites are self-selected and tend to have their own agenda or bias - they have something to say and they want others to hear it. Or they are followers who echo others' comments.

Even if someone has a large Twitter following or writes a blog, there is no guarantee that he or she is an expert. And since anyone can engage, how do you sort the "pearls of wisdom" from trash?

As you read postings, here are some things to think about:
  • Is the source of information well-known? Does the poster have an agenda or bias?


  • Don't rely on just one source. Check other sources for inaccuracies, inconsistencies, or other perspectives.


  • Check the date of the original post to see how current it still is. Contexts change with time, and the original intent of the posting can be lost or misinterpreted.
Search Engines for Social Media
Just thinking about the amount of information out there is intimidating. Happily, it's now easier than ever to search social media. Just as Google and Bing perform web searches, there are specialized search engines just for social media. Here are a few free ones to check out:
  • Whos Talkin - searches 60 different social media gateways, including Facebook


  • Icerocket - does separate searches for blogs, the Web, Twitter etc.


  • Google Blogs - has an Advanced Search option to define time period, eliminate unwanted words


  • Addictomatic - creates custom dashboard of results, including images and videos


  • Technorati - has its own authored blogs on current topics
You can also do exclusive searches within Yelp, Twitter, LinkedIn and other social sites.

This is by no means a definitive list, as new search tools are constantly being developed. My advice is to play around and pick ones that you like and find easy to use.

Alerts
Another useful tool is to sign up with SocialMention for free automatic alerts when whatever you are tracking gets mentioned in social media. It's a good complement to Google Alerts.

The best use of social media research is to supplement other research in business or trade publications, the news media, etc. Used judiciously, It adds another dimension and a very current perspective to business information.

Next time: "Web Tools for Prospecting."

RINK Consulting
1420 Locust Street, Suite 31N
Philadelphia, PA 19102
215-546-5863
[email protected]
www.lindarink.com