Filling your directory with postings

What the right (or wrong) to say when contacting potential clients by phone

[sleepy]

This post originally got shifted to another forum but I was especially interested in learning how those who have a directory approach potential clients by phone in order to secure postings? Do you use a script or just go with the flow? An brief outline would be great as Ive never down any cold calling before.

sleepy

original post ....

I have recently opened a niche job board and are having problems getting employers/recruiters to register and post jobs etc during an inital trial/special offer period.
I did an inital contact via email but got minimal response and so I am hoping to get better results using a more direct approach (ie by phone).

Can anyone please offer suggestions or advice regarding the right (or wrong way) to approach clients/employers? Or perhaps outline the type of things they cover when making that inital call.

[surfin2u]

The first thing is to be sure that you're talking to the right person. That would be the one, who can make the decision to use your services. You should have some sort of claim to make that will capture that person's interest quickly. Try to solve a problem for them, so you'll need to find out what that problem might be by asking some questions, like "Have you used an online job posting service before? How did that work out?"

One issue with job services is whether they do any screening of applicants. If you can save clients looking to hire someone some time by not presenting them with unqualified/inexperienced applicants, that should interest them.

Read a book about selling.

Just a few thoughts...hope that helps.

[cornwall]

Whilst not wishing to sound too negative, from the perspective of one who is often the target of (too many) cold calls, the phone is down faster than they can say "hello, how are you"

To get to speak to the right person in a company for your service would require some prior reseach. In other words do not expect the person who answers the phone to listen to what you are selling and put you through to the right person. They get too many such calls, ad probably are instructed to bin them.

Even if you do get to speack to the right person, then consider if they are going to want to listen to (yet another) cold call.

Personally I would recommend trying a mailing if email has not worked, addressed personally to whoever is appropriate

[dickbaker]

I've been cold calling since May, and doing reasonably well. Since the businesses I'm calling are typically small, I usually ask for the owner. I briefly tell him why I'm calling, explain that a listing on my directory is free, then ask if he has a minute or two for me to explain what the site does.

The problem is that the owners/managers are usually busy, and ask me to call them back. There are some businesses that I've had to call six times before I finally got the owner to take time to listen to me.

The good news is that, once I can talk to them, roughly 40% of the time the owners like the idea and want to be listed.

There are days when I get a lot of good responses, and days when I get none. It can be a very emotionally wrenching experience.

[surfin2u]

My experience matches dickbaker's in many ways. I've learned that being persistent is essential. I've had clients that I had to spend 6 months trying to land. I call them regularly, but not too often, and eventually many end up signing up. I've learned that I can't predict who is going to come through, and my best strategy is to just keep on plugging away until I get the order or am firmly told not to call again.

It can be emotionally tough, but I am learning ways not to take it personally when I'm turned down or put off, and to derive great satisfaction from the successes.