Question

Topic: Advertising/PR

A Starter Web Company Needs B2b Marketing Help.

Posted by Anonymous on5/25/2012 at 12:44 AM ET 100 Points
We are a small Michigan based website company that prides itself on dealing with local business (in Michigan).

We meet with the business owner one on one to give the site-goer a more authentic experience. We are trying to get our name out there, but I think that the low price tag might make people think that we are low quality. We are trying to get the name out there without overwhelming our one web designer. I don't think that it would be very professional to just show up at the business, and cold calling them seems odd. I am afraid that if we raise our prices, we will be out of the very small business price range.

Let me know what you think,
Sincerely ReTek LLC
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RESPONSES

  • Posted byCarolBlahaon5/25/2012 at 1:06 AM Accepted
    You need to get over that cold calling or coming into a business is unprofessional. I would be living under a bridge if I didn't cold call. I prefer to walk in and visit with a customer vs by phone. More of your presonality comes thru. BUt to learn how to cold call via the phone smartly, I recommend Smart Calling by Art Sobczak.

    You aren't calling to sell them something (well you are) but the call should be about seting the appointment and the appointment only. You are calling cause you have a great company with great prices-- and you can solve a problem for them, you are making them money. Now who would think someone coming to see them to save them money is unprofessional or odd as you call it.

    Having said that, cold calling should be part, but not all of your marketing. The more you get out and market yourself at networking events, etc, the better your results.

    I have made a lot of money coaching people out of the fear of cold call and avoiding call reluctance. My automatic salesperson program's premise is with daily good marketing habits- sales come automatically. And they do.

    Sit down and come up with 10 marketing habits you will do daily (or less). That could be-- calling x# of people you don't know every day, going to one networking event every two weeks, sending x# personalized letters a day, and then following up on them. Call x# existing clients a day and ask for a referral. Its easy to come up with the tactics. Track your activity for a month and you will see what is working, and what needs work.

    But make sure they aren't majority passive. You'll get the best results from those that have you in front of the customer. Which brings me to next point. Be lazar sharp in identitfying who really does need your service. Who is starting a biz and needs a site, who has a site that needs updating? Find a lead group in your area and work it.

    你有一个非常大的问题,一个nd this is already a too lengthy answer. Hope it helps you get in the right direction.

  • Posted on5/25/2012 at 1:29 AM Author
    These are very good ideas, (the web designer is rubbing the fact that this is what she suggested in my face right now). I have a follow up question, when we go into a business that we have not cold called, should we bring documents in with us, or should we just casually talk to them, and then if they show interest go and get the examples? Also, should it be a casual conversation or more of a business driven exchange?

    Specifically, what should we have with us, currently we have examples of previous websites (which are kind of bulky, 11x17 photos), brochures, business cards and a checklist of what features come with which plans and how they are priced.

    恐怕这是有点大材小用了,但是每一个爵士ves a purpose.
  • Posted byCarolBlahaon5/25/2012 at 1:47 AM 成员
    It is not at all overkill. Those are very good follow up questions.

    I would have examples in your box of crayons to show. People will want to see examples of your website design. Do not just send them a link to look themselves, that is just too passive (they won't) and it gives them a reason to stall "Oh I didn't do it yet, can you give me another ..... and call me back" No, you can't. You need them to review now.

    With a new prospect, your mission is to just talk about how you can help -- just do it consultatively. You are just having a conversation. Don't do a full presentation. Your goal is to find out if and how you can help them right now.

    You have been in biz for awhile. So, you can talk with conviction that you have helped other small businesses. Take to them about that kind of expertise.

    If in your history, your biz has a niche, then leverage that.

    Sit with someone. Role model. Have them be silly with objections. And brainstorm how to handle them. Recognize there are true objections, obstacles and just stalls. The more prepared you are, the more confident I am sure you'll be dying to get out there and go sell something.
  • Posted byJay Hamilton-Rothon5/25/2012 at 9:07 AM 成员
    There's another part of the equation that you need to bring to the table: the effectiveness of your new site. The prospective customer may (or may not) like the sites you redesigned, but ultimately they'll want to know how much better did the new site help business? If you have some hard data to share, then you'll help them understand what the worth is to your service for them.
  • Posted byPeter (henna gaijin)on5/25/2012 at 1:04 PM 成员
    As said, cold calling is a necessary evil. Not something many people like to do, but needed.

    Given your focus on a geography, you can also take advantage of regional meetings and such. Join the local business and regional development associations, chamber of commerces, and such (starter list at:https://www.gdi-solutions.com/directory/edo/michigan.htm). Can you work withhttps://misbtdc.organd maybe provide a starter course on web sites for small companies? These won't replace cold calling, but going to places were business people are at and networking is expected makes that initial contact easier for some.
  • Posted bymgoodmanon5/25/2012 at 1:08 PM Moderator
    Some really good advice here. I would only add that I've found a good approach is to use the cold call to gather information, understand what the prospect's hot buttons are, and determine whether you're a good fit for them or not.

    Ask high-gain questions and listen a lot. Take notes, because you'll find that you think of things when you review the notes later that you'd have otherwise forgotten.

    If you do a really good job of this, you'll find that your closing rate is very high.
  • Posted on5/26/2012 at 12:16 AM Author
    Thank you guys for all the input, I will start trying these things out. I was also wondering if contacting a business via Facebook to request an appointment would be a good idea. Another thing that I have thought about doing is site work for other web design firms and charging a small fee to not put our company as the designer. I wouldn't know how to tell a company that does web design that we can most likely make our sites better, faster, and cheaper without sounding arrogant or demeaning the work that they do. We also want to start doing sites for areas other than Michigan, but I am afraid that the $250 price puts people off. They assume that they will get low quality for the price, but if we raise our prices, then we put really small businesses out of the market. Other than running specials specifically for small businesses in our area, how do I solve this? Thank you guys so much for your help so far. I lack this kind of marketing experience, and its nice to hear from the pros. If anyone here needs a site done, I would be happy to give a discount.
  • Posted byCarolBlahaon5/26/2012 at 12:29 AM 成员
    No-- do not contact them via FB. FB is a social networking site that can be part of your marketing plan. You put newsy things on there. You do not ask for appointments. This is still call reluctance.

    Ignore the price putting people off. In any artsy world you come with a portfolio. Let it speak. You are putting an objection out there assuming it may be an objection. Just go forward. Price and price alone will never be a differentiator or deciding factor. You have to establish value. Focus on that.

    BTW, I was in an office and a friend could do the website at about your price-- the response "so what, who couldnt" So dont think price point is wrong.

    Today though, the website is a first tool, but next is- will it be found. I strongly urge you to add optimization tools--there you can create value and an ongoing income stream
  • Posted byCarolBlahaon5/26/2012 38点 成员
    After I hit send I wanted to add

    If you really think offering a higher price will give you an advantage- do it. You will never get more than the price you put out on the table, so go high and negotiate down.

    Just jump- get out and make some calls, don't assume. a quote on my desk says "jump into the abyss, you might just find you are jumping on a feather bed".

    Make some calls, find what works and what doesnt'-- adjust. Daily Marketing Habits Means Sales Happen AutoMatically. Trust me on this
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