A question: “Have you ever started a small business?”
What will define our answers?
The fact that we had an ideas journal?
The fact that we typed up a small business plan?
The fact that we even looked at some costings to pull it together?
The fact that…
We need to define success in launching a business the same way the tax department does, when we have got revenue.
Until this time, all we’ve done is flirt with theory. We must do to become.
Cold calling is difficult. What choice do we have when we are establishing a product in a new distribution channel? One in which we have few contacts. (note: my definition here is B2B & excludes interuption phone calls to private dwellings)
Try two phase calling. Turn up and ask for the manager or owner. You only want 5 minutes to talk about an idea with them. You simply tell them what you are doing and ask for some input. It goes something like this:
We are developing X and think it could be good for your industry or a business similar to yours, but we’re not sure. This is what we are thinking, what do you think…?
Two things often happen. Firstly they tell you what type of marketing you should be doing. Then, they may ask you to bring in your widget to show them next time. What it needs to be successful is a low status approach. Let them they own part of the idea. Collaborate with them. Don’t bring anything with you. No samples, no brochures, nothing. Just talk with them.
If they’re not interested move on. Don’t be annoying.
This can work because you remove their defenses. They don’t have to figure out a way to reject you. Then next time you come to actually sell something to them, it’s not a cold call, it’s warm.
In the movie The pursuit of happiness, there’s a seen where the main character asks a successful Ferarri driving stock broker his secret. He replies with two things, “People and numbers”
What it doesn’t mention is the subtlety of this statement. It’s actually about numbers ‘of’ people. It’s the art of rainmaking.
The most important role in any start up is your ability to make rain. (read here sell). It can only be done by hitting the pavement and phone. Our technical and strategic brilliance will need to the back seat for a while. Especially in launch phase.
Success ratios aren’t nearly as important as the number of calls we make. The former improves when we focus on the latter.