Marketing to the Cold Market in Direct Sales
You now have all of your friends and their friends, your
family and their family all as your clients for your direct
sales business. It's time to break away from that line to branch
out with a whole new clientele. How do you go about finding
these new people who either don't know a thing about your
products, or have heard of them but never tried them? Welcome to
your cold market in your direct sales business.
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This process can be somewhat intimidating, but can also result
in rewards you didn't dream of. The term 'cold market' may have
you shivering in your seat, but don't let the words get the best
of you. Reaching your cold market clients can open great doors
of opportunity that you may have never considered as a realistic
possibility.
Are you sitting there wondering how you go about reaching your
cold market? Let's start with an explanation of the term cold
market. Your cold market is people you have never met, and who
have never tried your product. They may have some recollection
of hearing about the product or company before, but they also
may not have. And you aren't even sure if there is even a need
the product in the first place.
There are many sales people who keep the cold market for use
only when they have exhausted all other venues. It can be scary
calling people who are complete strangers. Plus, the thought of
having the phone slammed in your ear when they hear you are a
sales consultant is not the most pleasant. Should this happen to
you, and it very well could, just move. One experience with a
rude person should not be reason for you to stop reaching for
your dreams and goals.
Grab a Phone Book
Have you ever noticed how many names and numbers there are in a
phone book? There are literally thousands of people sitting in
wait to hear about your product and company. Start at the
beginning and work to the end, or even the other way around. You
could always just open up the book, close your eyes and let your
finger fall on the first number you can use to contact someone.
Whichever way you choose to go about it, keep track of those you
have already contacted so you don't make a second call to them.
It might darken their perspective of the company, or they may
even think you have started to harass them. There's also the
fact that it could be a little embarrassing for you.
It's entirely possible one person you reach has no need for the
products you represent. You may want to give them your contact
information in the event they require your services at a later
date. Consider asking them if you can mail them a brochure or
catalogue, so if they find themselves in need of your product at
a later date they will have your information handy. If your
company has their own website, or you have a consultant's page
give them the web link. The key is making a memorable impression
for them. If or when they are ready, they will still have a
positive image of you in their mind.
Support from Local Businesses
The first person you usually encounter when you enter an office
is the receptionist or office manager. Having been a
receptionist, I can tell you I have never had the type of job
you see portrayed in movies and on television. Receptionists are
rarely found filing their nails or reading a book. They are
normally quite busy, so it's a good idea to check and see if she
has a few minutes, and keep it short. It's also a frequent
occurrence for when certain places to refuse for you to leave
any business information unless it's relevant to their own
business, and not a potential competitor. The purpose of
entering the business is to make connection with the first
person you see. If your products are skin care related, talk to
the office manager or receptionist on a personal level. Also,
remember to respect any indications or signs along the lines of
"No Soliciting". If there are, don't enter the business. If not,
go ahead and see if you can ask a few questions.
Offer a brochure along with your business card before asking for
their contact information. Don't push to sell right away. Follow
their lead and keep it short. You don't want to cause an issue
with their employer. Follow up later in the week.
By reaching your cold market you open new doors of opportunity,
so hit the streets and find those people who have never heard of
your company or tried your product.
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