Question

Topic: Advertising/PR

I Need Help With Cold Calling!

Posted by Anonymous on 1/15/2009 at 11:27 AM ET 125 Points
I need help!
I just started working for a carpet cleaning service (something akin to Stanley Steemer, only it’s a small business). I was hired to increase sales.
I told the owner that I would be able to increase sales for their service. But here’s my dilemma: I already work a 9 to 5, so any type of sales that I do have to be after 5 PM. During that time, I am without transportation, but I still thought/think I can increase sales and get more business.
When I originally applied for the job, I thought, ok, no problem. I can just pull open the phone book and cold-call. I’m sure there are a lot of people that need their carpets clean. But, it’s not quite working out the way I thought. Now, I don’t feel that I should just give up on cold-calling. I think that maybe I’m doing it wrong, and if you guys could help me, I would greatly appreciate it.
I made a data sheet of what I’ve run into the past week while making cold calls, and I’m pretty certain that I should be using this information to find out what I’m doing wrong, and tweak my program accordingly... Except one big problem. I’m not sure exactly what I should do!
But here’s the information that I’ve been able to put together so far. I have a simple script, which is: “Hi, my name is _________ and I’m calling on behalf of ********* Carpet Cleaning. I want to know if I can have just a FEW minutes of your time to ask you a few questions?” And then, depending on whether they tell me yes, or no; the Yes response is: “Ok, thank you. My first question is, do you have any carpet?” If yes, my next question is, “Would you be interested in getting your carpets cleaned right now? We have a very affordable service.” If no, my next question is, “We also clean sofas, chairs, and loveseats. Would you be interested in getting yours cleaned?” And then from there, if it’s a no, I thank them and move on.
Now here’s my data. I live in a rural area, so I have the choice of either calling around the area I’m in (population of 8,000) or calling to the next nearest city (20 to 30 min away, give or take) which has a population of 25,000 (I think).
In the city that I’m residing in, I’ve made 92 calls in the past week. 20 of those were disconnected (20%). 13 of them did not have carpet (14%). 33 of them did not pick up (36%). 8 of them told me no, they weren’t interested (9%). 6 of them told me to call them back in about a month (7%). 10 of them hung up on me (11%). And one was busy (1%).
In the next city over, I’ve only made 20 calls so far. 1 of those was disconnected. 3 of them did not have carpet (15%). 13 of them did not pick up (65%). 2 of them told me no, they weren’t interested (10%). One told me to check back in about a month (5%).
Now, being that I only get paid commission, I’ve estimated that for this to be profitable for me, I need to be able to get at least 5 YES’s per hour. If someone could help me, I’d definitely appreciate it.
P.S. sorry about the long question
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RESPONSES

  • Posted by CarolBlaha on 1/15/2009 at 11:54 AM Accepted
    I know I can help you-- besides being a self proclaimed queen of cold calls, I am very familiar with your business. I have gone thru IICRC certification for CCT and RRT, and going for Senior Carpet Inspector end Feb.

    So, you are calling on consumers?

    Don't ask if they have carpet-- assume they have carpet. I bet those saying "no"-- know they can get you off the phone quickly. And if they don't really have carpet, they have a sofa or chair.

    Instead of asking "Would you be interested in getting yours cleaned?” When you get a "no" you are just packing your tent and going away. handle the objection by stating the Carpet & Rug Institute recommends cleaning their carpet twice a year and that in not doing so, can void the warranty. When was the last time you cleaned your carpets? Are you aware that proper cleaning prolongs the life of the carpet? Create pain. If you need info on this, check out the www.iicrc.org, and the Carpet & Rug Institute https://carpet-rug.org .

    In addition to your cold calling-- I'd ask the company for past client records. That will be a "warm call". Remind them its been x since the carpet has been cleaned and the reasoning above on why. Once you get on them, get them on a 6 month cycle.

    Next-- fusion market with carpet & rug stores. And follow home those clients buying "stain proof carpet", because they think it means maintanence free and the dirt just magically poofs away without vacumning. I will tell you about those warranties. If they have a stain-- they call the retailer-- "I have a stain". the retailer calls the manufacturer (I am a factory rep so its me). I tell them to file a claim the carpet must first be cleaned. The retailer goes thru his rolodex and recommends someone (it might as well be you)-- and the consumer pays for the first cleaning. If the stain comes out. Its done. If it does not the manufacturer goes thru his rolodex and sends in a cleaner (it might as well be you). If the stain comes out the consumer must pay for 2nd cleaning. (and it always does). If it does not-- the manufacturer pays for the 1st and 2nd cleaning-- and makes good on the warranty.

    Work with the dealer to offer a discount on first time cleaning-- a coupon that must be used in 6 months (recommended time by CRI). Again -- capture that client and get them on a call back schedule.

    Geez this is a long post! Hopefully it was helpful
  • Posted by Paul Kemper on 1/15/2009 at 12:44 PM Member
    Kudo's Carol. How delightful to see someone with real life knowledge help someone else.
  • Posted by telemoxie on 1/15/2009 at 2:55 PM Member
    Please do not forget about the do not call list.

    There can be a substantial penalties if you call people who have registered at www.donotcall.gov.

    I'm curious if you're doing this work as an employee or as an independent contractor. I am not an attorney, and I have not looked into the do not call list for quite some time, but you may be putting yourself in legal jeopardy if you place calls to folks who are on the do not call list.
  • Posted on 1/15/2009 at 3:02 PM Accepted
    Why cold call?

    All churches and community organizations need money these days. So, contact those in your local area and offer them 10% of what they sell to their members.

    Example: If the cost of carpet cleaning is $30/room raise the price to $35/room and pay the organization $3/room. Gives you a chance to 'discount' the price $2!

    If membership thinks they will be helping their church or organization, they will do business.

    Set up calls to the people in charge by sending letters or emails requesting a chance to present your idea for fundraising for them. Always couch it in terms of what you can do for them.

    Make it easy for people to sign up! Provide a form for them to fill out and return with the money. Make a big deal about transferring the money to the church/club. Have a picture taken as your boss hands over a check to the pastor (or whoever) and send it out with a press release to the local newspapers.

    Be creative! Cold calling to sell carpet cleaning is a losing proposition and it can also get you into a lot of trouble if you are just using a phone book and not checking to make sure the numbers are not on the 'do not call' list.

    Victoria Duff
    [URL deleted by staff]

  • Posted by telemoxie on 1/15/2009 at 3:17 PM Member
    Following up on your question and all my previous response, I just did a bit of digging at www.donotcall.gov.

    The findings for making a call to a consumer who is on the do not call list can be as high as $11,000 per incident.

    In practice, I have no idea how often these lines are actually levied. But when I made my living as a professional telemarketer, I would refuse to call folks at home. My personal practice was to focus on business-to-business calls, and if I was in your situation, I would focus my telemarketing on businesses and not consumers.

    I agree with the post above which asked, why cold call? I agree that you can get far more leverage by working with other firms, such as organizations who may want to fundraising and complementary businesses.

    I strongly urge you to review www.donotcall.gov and to do a Google search on the telemarketing do not call list. Again, I've been out of the game for years so, and so my personal experience is not up to date. If you do get some valuable data from your research, please post it here for the rest of us.

    Good luck.
  • Posted by CarolBlaha on 1/15/2009 at 4:35 PM Member
    The do not call list if you are calling consumers is a definite factor. Subscribe to it to be safe.

    that is why tapping into your existing client base and other fusion marketing is so important. And its not a factor B2B, but you are working F/T and your available hours make that hard to accomplish
  • Posted on 1/17/2009 at 11:23 AM Accepted
    I believe cold calling works better with an offer/incentive.

    Contact existing customers who have not used your service recently and cold call TARGETS (and yes, familiarize yourself with the laws surrounding sales calling/do not call as mentioned) with an OFFER.

    I would also "QUALIFY" my initial calls, that is, call areas where targets have the expendable income to afford carpet cleaning/upholstery cleaning services. By the way, do you offer upholstery or in-home drapery cleaning services? This would be an added benefit and give you more room to try to sell.

    This is YOURNAME from CARPETCLEANER and we're offering a special on carpeting cleaning in your area. The offer ends END-DATE of promotion. For $XX.XX, we will clean any two rooms in your home. If not interested, can I put you on our mailing list for future offers? If new carpet, offer them access to free stain cleaning guide online. If not interested, offer them access to free stain cleaning guide online. Did you know you can also visit our website, free of charge, for advice on removing common stains from your carpet? We have a comprehensive list of stain-removing solutions covering everything from lipstick stains to grease stains on your carpet. Or, if no list, offer an email address where they can send their questions. Even if no sale today, you are building a relationship for tomorrow.

    Attempt to cross-sell your product. Did you know we also offer upholstery and in-home drapery cleaning services. Would you be interested in any of those services?

    Do you know of anyone who would be interested in our carpet cleaning or upholstery and drapery cleaning services at this time? We offer special discounts to senior citizens. Etcetera.

    I'd think of creative ways to keep them talking to me about THEM because all of us are hesitant at first to speak to a salesperson over the phone. You need to break down the initial barrier.

    Hope these ideas help you.

    Marketing-Riot
  • Posted on 1/17/2009 at 11:31 AM Member
    I failed to mention, be familiar with your competition. You may reach a caller who informs you they already use another service. Be familiar with their services versus your services and prepared to attempt to convert them.

    Best of luck to you,

    Marketing-Riot
  • Posted on 1/17/2009 at 6:04 PM Member
    My only advise would be to mention some kind of special if you can. Example: Get 3 rooms cleaned and get one room protected for FREE. Also, scope out the competition and do offer something they don't. If they charge to treat spots, make an arangement with the company you represent to treat spots for free. Ift you're already treating spots for free make sure you mention that on your calls. Don't forget commercial prospects , daycares etc. Best of Luck!
  • Posted on 1/22/2009 at 11:03 AM Author
    Wow, thanks guys. I'm glad that I didn't close the question earlier like I had originally intended. Your advice is definitely going to be a big help. Thanks again.
  • Posted by telemoxie on 7/20/2010 at 2:15 PM Member
    I'm curious... did you try any of our advice? Did you have any success in cold calling? Can you give us any feedback on what has worked for you, space and what has not worked for you?
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