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There’s a harsh reality that quickly sets in for every business owner: Making sales is hard. It takes the perfect combination of a great product or service, a solid game plan, a lot of hustle, and a little bit of luck. Step #1—get your foot in the door and get that first meeting set up.

Start with Your Database

You’ve probably heard that it’s easier and less costly to retain a past customer than gain a new one. If you’ve been in a business a while, you probably have plenty of people who haven’t purchased from you in a while. Reach out to those people before looking for new prospects. If you’re just getting started, and not new to the industry, you probably have clients you’ve worked with in another capacity. Go after those prospects if allowable and ethical.

Build a Prospect List

First, find your prospects. One way is to scour the Internet looking for companies/customers that fit your business. But don’t do this yourself. Hire a virtual assistant to do the work. For far less than $100 in most cases, a VA will build a prospect list using the criteria you lay out. Sites like Upwork are a great place to start.

No, Cold Calling Isn’t Dead!

Don’t listen to the “experts” that say cold calling is dead. Ask anybody who does it regularly and you’ll find that it’s alive and well. Sure, it will likely work better for some businesses than others but let’s make one thing clear: You cannot use technology to forsake human contact. Just because we live in the digital age doesn’t mean that your sales process won’t involve human contact. Cold call 100 prospects and e-mail 100 and see which gets the better results. Likely, it will be the cold calls.

But Before You Call…

Do your qualifying before you call or e-mail. Asking the prospect qualifying questions like, “when is your contract up?” is a great way to end any chance of getting their business. Do some research and call with some knowledge of their company. Be able to speak intelligently about their business and from that research have a list of questions you might ask about any potential needs. For example, if you sell cloud-based software you might ask about how their sales staff communicates with the home office.

Genuinely Care

There are plenty of sales people that can act like they care but a better approach is to actually care. You have a product or service that you genuinely believe in and you care enough about the potential customer to tell them about it. Caring means that the sale is the last step in the process. Building the relationship comes first. People know if you care more about them or the sale when you talk to them. Make sure you’re operating from the right state of mind.

Play the Numbers Game

You’re going to be turned down more than you hear the word, “yes” so after you’ve done your research, contacted the company, and potentially heard, “no,” move on. Carve out time every for prospecting and make that your sole focus. Don’t allow any distractions to pull you away from what you’re doing. Don’t forget that no business succeeds without a strong sales funnel.

Name Drop

Want to significantly up your chances for a first meeting? Do some name dropping. Do you know somebody they know? Is there another influencer in the industry using your product or service? Even if it’s one of their competitors, drop a name or two.

Load Them with Facts

You’re going to have a rough time getting time with a prospect if you throw the call to action in front of them right away. Instead, show them that you understand their problem just as well or better than they do. Load them with industry knowledge, case studies, and before and after statistics. Once you gain some credibility, it’s time to ask for the meeting—not the sale.

Change your Communication Strategy

If your method of first contact is e-mail, understand that a lot of e-mail ends up in spam filters or discarded before making it to the intended recipient. Just because they didn’t respond doesn’t mean they’re not interested. If e-mail doesn’t work after multiple attempts, make a phone call or go super old school and send a letter. In other words, don’t give up.

Try “Off Hours”

Many decision makers have assistants that act as gatekeepers. Calling or e-mailing during work hours often means that you’ll get an assistant who may not have the level of knowledge that the decision maker has.

High level leaders don’t have 9 to 5 work hours but many assistants do. Making contact in the evening might mean that the decision sees the e-mail or gets the call before the assistant—eliminating the gatekeeper

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