Question

Topic: Other

Help With Builders Cold Calling Architects

Posted by m3rsi on 7/19/2015 at 6:54 PM ET 250 Points
Hi all,

I have been given the opportunity to step up in my marketing role at a mid-sized builder and part of that role is cold-calling architects, which makes my stomach turn. I have not yet been promoted, but this is like a test....

I am required to cold call architects (and developer) with whom we have (mostly) no prior involvement and relationship, which makes this exercise a whole lot trickier.
I don't even know how to begin the conversation or what to say, as we don't want to sound desperate and say "we want or need to work with you".

Any ideas or advice?
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RESPONSES

  • Posted by Jay Hamilton-Roth on 7/19/2015 at 7:34 PM Member
    Send them a beautifully made brochure (it may be a PDF) highlighting your company's top projects (with high-res detailed images), along with awards won, architects you've worked with, details (project price/size/length/timeframe), etc. Then, follow up with the sent brochure with a phone call to find out more about their upcoming projects, selection/bidding process, and a request to be included in the process. Your goal is to ensure in their minds that you'll beautifully execute on their designs, work well with their clients, and deliver on time/budget.
  • Posted by m3rsi on 7/19/2015 at 7:40 PM Author
    Hi Jay,

    Thanks for your response.
    That is exactly what I normally do, or have been doing. Generally, I try to find a project that we are interested in and send them a brochure/capability statement expressing our interest in that particular project. This makes it easier to follow up.
    However, the directors want me to give them a list of calls I make weekly and given their expectations and my workload, I won't have time to send brochure, wait appropriate time, and then call.
  • Posted by Jay Hamilton-Roth on 7/19/2015 at 9:46 PM Member
    You have a couple of obvious choices: just try it "their" way and see the results or tell the directors that you don't have sufficient time to do your normally high-quality job (and let them decide the implications).
  • Posted by mgoodman on 7/20/2015 at 8:14 AM Moderator
    Your "list of calls I make weekly" can include "None, mailing went out last week" -- at least for a couple weeks.
  • Posted by Gary Bloomer on 7/20/2015 at 6:01 PM Member
    Why are you cold calling architects when the lower hanging fruit lies in appealing to prospects in need of construction jobs now.
  • Posted by m3rsi on 7/20/2015 at 7:02 PM Author
    Hi all,

    I get all of your comments and questioning of why this is being done. However, I don't make the rules. If I could have my way, I would ban cold calling, but I cannot.
    so, rather than questioning why we are doing this and to suggesting to make up the number of phone calls made, can anyone actually offer any advise as per my question?
  • Posted by Deremiah *CPE on 7/20/2015 at 9:01 PM Accepted

    Heeey m3rsi,

    there's no sense in Fighting City Hall…(it won't do you any good anyway). Plus you'll make more friends (internally) in your company and (externally) with your New Architect friends when you become the CHAMPION of Cold calling.

    Sometimes we have to stop letting our Fears Rule us and begin by Embracing the Opportunity we have to make new friends. While I can't remove anyone's fears I equally can't give anyone the Courage to become a Great Cold Calling Expert over the internet in 500 words or less…primarily because it truly is a "Belief" adjustment.

    So here's my recommendation since you're not going to tell your leaders the things my comrades have suggested and you're not going to Quit because you've invested too much time & energy into your job up till this point…let's begin. If you were anywhere near a book store I would highly recommend that you go and get the book "Cold Calling" Techniques that really work by Stephen Schiffman (I used to own this but I've given a lot of my best books away).

    https://www.amazon.com/Cold-Calling-Techniques-That-Really/dp/1440572178/re...

    First you need to do the following:

    Make several list on several separate yellow notepads listing the Architects or Developers you need to call.

    List should contain the number of calls you need to make each week…and follow-up calls you need to make just in case you don't reach them the first time.

    If you have to call 5 people a week…list your 5 each on separate Legal pads. Use 8X10 or 5X7 Legal pads depending on which you prefer...

    After you get your list made out…go to the internet and do your Research on the Architects, Developers and the companies they represent. (There's nothing worse than attempting to talk to key people or their secretary's when you know nothing at all about the Architects, Developers or companies they represent.)

    Write this key research information down on your Legal pads. Why…because "If it's Not Down it's Not Done." Furthermore it's your proof to your leaders that you took the responsibility you were given seriously.

    Now that you're taking it seriously and you've got your Research down and done. Create a Strategy for yourself…including Scripts of what you need to say so that you're not just winging it (which will make you come across more unprofessional and amateurish).

    Spend some good quality time…considering why they might be interested in allowing you to forge a relationship with them.

    Make a list of the Specific Benefits that your company possesses that the Architects or Developers you're going to call might consider Sexy or really beneficial to their organization.

    Finally...Be sure to offer some Over the Top Bonus Benefits of why they would find it mutually Beneficial to begin to forge a Long Term Relationship with you…write these Top Bonus Benefits down too.

    Here's some additional homework that will help make your strategy Stronger and Better than ever…go through the websites that you would find interesting and supportive to you for what you are trying to achieve:

    Cold Calling Strategies:
    https://www.google.com/webhp?tab=mw&ei=Fdo_VM3vK6rgsASK4ICABA&ved=0...

    Cold Calling Scripts:
    https://www.google.com/webhp?tab=mw&ei=Fdo_VM3vK6rgsASK4ICABA&ved=0...


    The information above is from my own personal notes on what I do when I'm Cold Calling and I actually Love Cold Calling… because I've embraced the Opportunity of meeting new and different people. One more thing I do is send follow-up hand written notes in the mail…and always…Thank you Notes of Appreciation.

    So learn to LOVE what you HATE…Embrace what Scares you the most with COURAGE and make a Game out of it all and have Fun.


    How else May I SERVE You m3rsi?


    Your Servant,

    Lovingly Deremiah *CPE, (Customer Passion Expert)
  • Posted by m3rsi on 7/27/2015 at 8:09 PM Author
    Thanks a lot Deremiah, your suggestions are of great help. Quality answer!
    I will definitely get the book you suggested
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