SALES & MARKETING: Reintroducing Cold Calling

Success is achieved by those who are able to analyze the current marketplace, identify its weaknesses, and make those weaknesses their strengths. And while bankers, realtors and equipment salespeople still make a lot of cold calls, most landscape professionals do not. This is both a weakness in our marketplace and a great opportunity for those savvy enough to seize it.

Unfortunately, though, for many of us making a cold call ranks right up their with undergoing a root canal or cleaning out the garage in the hierarchy of things we’d like to do. This is  because it means approaching people we don’t know and who may not initially want to know us, boasting of our abilities, and then asking them to choose us. Clearly it’s not for the faint-hearted or those who lack confidence. Yet, minute for minute, few other sales tactics will bring you more business than directly contacting those whom you can see with your own eyes need your products and services. Unlike direct-mail, phone book ads or radio spots, cold calling enables you to assess your prospects quickly, come in contact with them directly and figure out which potential sales are most worth pursuing.

To begin, you first need to identify the best types of prospective clients for your company. What is your company’s focus? Are you geared toward the commercial, residential or both? Do you specialize in installation, maintenance or lawn care? Go after those prospects whose needs you think would best be met by your services. You might try driving through a neighborhood with properties where you’re already working and assess the properties where you’re not. Look next door, across the street and down the block. Once you’ve identified one that you think could benefit from your services, walk up to the door, ring the bell, take two steps back and wait for them to answer. Be careful not to stand too close to the door – you don’t want to intimidate them or come on too strong.

When they answer the door, say, “Hello,” and introduce yourself. Explain that you maintain some of the best-looking lawns in the  neighborhood. Say that you understand they’re busy so you’ll get right to the point. Tell them that you have a simple yet very effective way of giving homeowners just like them green grass with no hassle and at a fair price. Ask if you can give them a free estimate. And then don’t say another word. Let them do the talking – let it be their decision. No one likes the hard sell and your goal is to make a sale or to sow the seeds for a future one, not to invade their privacy or make them feel as if they’re being coerced to respond.

If they say, “Yes,” do the estimate on the spot and then try to close the deal. If they say, “No,” then politely thank them for their time, tell them that you hope to work with them in the future and give them your card or a flier that clearly explains what makes your company different from all the rest and highlights testimonials from satisfied clients. Also, record their address and put them on your mailing list. You don’t need their name unless they volunteer it; you can simply address promotional materials to “Future Client.”

Let’s say you install landscaping and you spot a new office building under construction. Chances are good that the developers are not  aware of you. Chances are also good that they haven’t thought about landscaping yet. This is a moment of prime opportunity. Go to the site and find out who is responsible for the landscaping. Then, pay the decision maker a personal visit. Or, if it’s a particularly large job, begin by writing a letter or making a phone call to introduce yourself and gauge their level of interest. These types of sales can be the hardest to make, but nobody said growing a business was easy. Make that cold call today.