Cold Call
3 POINT INTRO
Hey Bob? Hey it's Cory from Townsquare, how's it going? I'm giving you a call because I came across this LocalSplash site you have up - I work with a ton of roofers that had been using them in the past, most of them were telling me they didn't like the templated site, the tracking number and domain they didn't own, and most importantly didn't get the return they were expecting from it - how's it been going for you?
Adam Sandler
PREFACE THE MEETING
Awesome Bob, glad your day is going smoothly. I wanna learn a little bit more about you and your goals, give you a brief background on us, show you some guys I work with just like you and go over some strategies and you can pick the one that works best, sound good?
Will Hibbard
Denison or Winthrop
PITCH ME RETARGETING (get me hype about it)
Bob, what's the last thing you shopped for on Amazon? Did an ad for that thing follow you around afterwards? That's called retargeting. Basically giant companies like Amazon and Walmart and Home Depot use that to keep their products and services in front of your face so you'll keep thinking about them and eventually buy them.
We do the same thing for small businesses - we create you a digital display ad with your logo phone number etc and every time someone goes to your site, that ad will follow them around everywhere they go for the next 30 days, so they see Bob's Roofing on ESPN when they're checking the NBA scores, on the Weather Channel app, when they're surfing on Facebook, etc. Isn't that cool? Do you think that would help you bring in more business and have people see you as super reputable?
ELEVATOR (What do you do? Hint: Paint the picture!)
Bob, what I do is let's say John and his wife are sitting at home, there's been a leak in the roof for 3 days, the bucket in the living room has been filling up and now the dog started drinking out of it so John's wife is like you need to call someone NOW - what's John gonna do? He's gonna whip out his cell phone, go to Google and type in "roofer near me" - I make sure you're showing up on that search ahead of your competition so you can get that call directly. So...(end in NA question or transition to FOL)
What town on Long Island did I grow up in?
Farmingdale
TSI STORY
- Publicly traded company
- 27K live clients
- 97% retention rate
- Month to Month
- Largest owner of radio stations in US
- Bill Wilson/AOL
Kristin Player
UNC Greensboro
What happens to my website if I cancel with you guys? (Hint: add an analogy)
Simple, you own the domain - which is where all your online equity is stored - plus all the content and any photos that you've given us. You can take all that and put them on whichever hosting platform you want to use after us.
It's like...(cell phone, apartment, etc analogy)
FOL
Bob, I'm doing a search right now for roofer in Charlotte, the guys I see coming up are Connor's Roofing, Allen's Roofing, Brett's Roofing, (change tone) Joey's Roofing, Lesley's Roofing, Kane's Roofing, Mattie's Roofing, Chris' Roofing, Sommy's Roofing...man I can keep going but I'm not seeing you here at all - do you know these guys?
What grade did I skip?
2nd Grade
Bob, I want to make sure no one else needs to be on this phone call for you to make a decision, right?
(No, just me)
Ok cool, so if you love the strategy, it makes sense for the business, and of course I fit it in the budget, you're not going to tell me at the end of the call you have to run it by your wife or your business partner or something?
Ryan Mollen
SUNY Plattsburgh
LAST DITCH EFFORT STATEMENT ON A COLD CALL BEFORE THEY HANG UP...
Bob, really quick before you hang up on me, I know you get these calls all the time and I don't wanna waste your time or mine so just give me 30 seconds - I'm doing a search right now for roofer in raleigh and I'm seeing x y z a b c and not seeing you at all, do you know these guys? Why are you not showing up here? Is this somewhere you wanna be?
7 STEPS OF THE NEEDS ANALYSIS
1) Preface the Meeting
2) Qualify DM
3) Warm Up/Goals/Ideal Jobs/Rev Gap/Ad Spend
4) What is Pain and Why?
5) Effect Pain is Having on Business?
6) Urgency
7) Trial Close
QUICK: Add the number of letters in my last name and my age
38
LAND THE PLANE (3 Questions - make up specifics)
1) Bob, do you see how I’m different from LocalSplash?
2) Based on the guys I showed you, Lafayette Roofing & Kitchen Central, do you trust me to do the same thing for you that I did for them, get you showing up as one of those top options so you can recoup that extra 10K/week you're missing out on so you're able to put a down payment on that Ford F150 you want?
3) Cool, so if I can fit one of these packages in your budget, we're good to go to get this set up right now?
Tim Pirrone
Canisius
End a Demo Set Correctly
"Bob, what are you going to be doing at 2 PM tomorrow? How do you best remember appointments? If something comes up, all I ask is you communicate"
Bob, I can definitely do that but January is when EVERYONE and their mother is going to be doing their marketing. It's like climbing a ladder - if you start in January you're going to be climbing the ladder with every other person out there, but if we have the conversation NOW, you can start climbing that ladder a month ahead of everyone else and be a few rungs up looking down at everyone else once the 1st hits, PLUS we're running some crazy holiday discounts that I won't have to offer in January so when this week can we sit down for 30 min and see if this is a good fit?
What is Carter's birthday? (within 3 days counts)
July 10th
PACKAGE RECOMMENDATIONS
Bob, I have two options for you…
Package 2 we're going to build out the new mobile-optimized website, do all the on and off page SEO to get you showing up on that first page, clean up those 98% inaccurate directory listings, post 2x a week on FB, scan the internet for any reviews you get, and you'll have 1 point of contact in your DMS who will send you monthly reports and I'll be cc'ed on every exchanged e-mail - that package is 697
Then we have the Package 1 which is everything I just mentioned in the Package 2, just without the FB and review monitoring and that package is 497
Based on what you told me, you don't have time to be posting on FB or have any idea what to write, so I'd recommend starting out with the Package 2 at least to start - but of course you know your budget better than I do, so which one of these two do you wanna start off with today?
Joey Vachon
App State
Goals: I want to grow from 100K in 2021 to 150K in 2022
Ask me 3 2nd level goals questions!
- Why is that the specific goal you want to accomplish?
- What's preventing you from bringing in that extra 50K now?
- What do you think it will take to grow to that level?
- How soon do you want that to happen?
- What will that mean for the business if you're able to make that leap?
- If you're able to reach that level, how will it affect your day-to-day personal life?