The Pedestal Group

I received an email from someone inquiring about  my services.  There was something about the email that was too direct – too little information – to make me feel comfortable.  I called and got voice mail so I left a message and we played phone tag.  When we finally connected, I did not have a good feeling about him at all.  From the first email there was no attempt to build a relationship, establish a connection or further a discussion.  Looking at the company’s website, it gave the same impression.  Lots of ways to communicate via the web and email, but very little to invite a relationship or establish a connection with people.  I got the sense that candidates are numbers and clients are just a little better than that.  Since this isn’t my type of customer, I didn’t pursue the conversation or try to solidify the deal.  He determined we weren’t a good fit and we went our separate ways.

As a small business owner, walking away from potential business is tough.  There’s always the “what if” game going on in your head.  In the past I have had prospects who worried me regarding follow through or payment and addressed those issues in the proposal (which turned out very well).  But this one just didn’t feel right.  I wasn’t convinced I would enjoy working with this individual nor would I provide him the kind of service he needed – he just wouldn’t get what I was talking about.   So I walked away as professionally as I knew how.

It is very tough to recognize that not everyone is right for one’s services.  But there are some needs that aren’t a fit.  When it doesn’t feel right, the best thing to do is to move on – it is a better solution for both parties.  So don’t be afraid to walk away if it doesn’t feel right.  And if you need someone to tell you that again, give me a call.  I know this is tough!

I belong to a chapter of BNI – Business Network International.  This group is a great source of business, friendship, ideas and a place to talk to other entrepreneurs.  Love that!  But what really hit home for me recently was talking to a competitor.  She asked how I can offer solutions in marketing and social media, planning, hiring and technology and I explained my background. Then she asked what I do when a small business needs something outside my expertise.  I explained I have partners that handle the other aspects of business that I can’t.  As we talked, I realized how amazing that really is.  Need a bookkeeper?  Got one!  Need promotional materials?  I know the people to call!  Need to set up solid retirement strategies for yourself and employees?  No problem!  Need insurance so if something happens to a principle in the company everyone is okay? Done.  You get the picture.  And since I have done business with them and know many others who have, I can confidently recommend them to my clients and know they will get top-notch service.  Perfect!

So what can’t you offer that your clients need?  What areas would be great to have someone to refer to and have them refer business your way?  It is always important to narrow your offering to be easy to explain and allow you to deliver consistently.  Now, it is time to think about what areasyou haven’t covered. A solid partner who understands the value of what you do and how it fits together with what they do is invaluable and when you hand off that client, you know they will come back.

Once you figure out the area(s) you could use a partner, you need to find one.  Keep in mind this is going to be someone you refer clients to so spend some serious time talking to their sales team, understanding what they offer and make sure you are comfortable.  If they offer a demo, be sure to go through it and fully understand.  Then, do an experiment – referr only one person and closely track the progress with your client.  I have known some people who have split the cost with their client to test out a service.

Once you have this established, you get the benefits of knowing where clients are going for those services, you appear bigger than you are since you made the referral, your clients will begin to see you as a one-stop-shop which can be invaluable as you grow your business, and you get to know what’s going on in multiple industries.  Partners can  be a huge strength and seriously help grow your business.

Recently there have been a series of articles about just “diving” in to cold calling and even one that expanded the metaphor to either just getting in the pool and doing it and how that will make it easier.  For my clients, cold calling isn’t like jumping into a pool – we can all do that.  It is more like walking into a huge party, knowing no one and everyone is already in a conversation so no matter who you talk to, you are interrupting.

If I jump into a pool, I have to deal with the change in temperature but it only affects me – unless I splash everyone else in the pool. In reality, most of my clients don’t mind jumping headfirst into something they want to do but is unknown. They know they can figure it out or get used to it or whatever. But walking into that party and bravely walking up to a total stranger and introducing yourself is tough for anyone.  So here are some ideas to make it easier:

1. Know who will be there – research your list first. Don’t just call and ask for a position, call and ask for someone by name.  At that party, it is much more powerful to walk up to someone and say, “excuse me, aren’t you Jane Smith from ABC Company?” than just try to interrupt.  Same with calls – know who you are calling.

2. Create bullet points for what you want to cover. There is nothing worse than answering the phone and having the other person say, “Oh! I expected to get your voice mail!”.  Only once have I said, “okay – here ya go!” and transferred that person to my voice mail but that one was fun.  Scripts are nice, but they often sound like scripts so only read a script if you know you can make it sound natural.  Bullet points allow you to check them off as you hit them but also allows more flexibility.

3. Leave a voice mail – many people have told me over the years they don’t leave voice mail because it is never returned. Well, when I look at my missed phone calls or if I’m in my office and see a number, if the person doesn’t leave a voice mail I wonder why.  It seems odd that their  information wasn’t important enough to go in a voice mail.  Likewise, compelling voice mails CAN get results so have something to say in your voicemail!

4. Actually, have something compelling to say either way.  Tell me something I might not have known, could use in a meeting, could quote to a client, could send in an email, SOMETHING.   That gets people’s attention and gives you the instant credibility you need. In fact, if I have a good piece of information to give a prospect, I generally like to leave it in voice mail or send an email first because then they call me to get more info.  Very powerful stuff.

5. Remember that the difference between interrupting someone at a party and calling them on the phone is they can choose whether they take your call.  If someone is standing next to you trying to talk it is tough to ignore them but if the person is truly busy, they won’t pick up.  So in that regard, they gave you some permission to interrupt – even if it is for a very short time.

Everyone has to make cold calls at some point and they aren’t easy. But having a plan, knowing something of value to say, being honest and professional goes a long way to making it easier.  You have a product or service to offer that this person may need or you wouldn’t call. Just keep that in mind and uh… dive in?