The most powerful activity you can do for your business is talk 1 on 1 with your leads and customers. When I say you I mean you. Not your friend who you hired to give him something to do, not your kid, brother, business partner, YOU. Once you do it you'll start notice gaps in your understanding of you target market and they'll be easy to fill because they literally told you.
We'll write our script then do some cold calls in this article and you'll hear me explain what I do, Marketing, SEO, Web Dev, Email and SMS on a month 2 month basis. They'll say, I already have people who do that. ok cool, I need to stop pitching it that way because they don't need that. What some people need are specific skills like email coding, or adhoc/overflow help for when they have a big project they need help with. Or they have a goal to write a ton of articles for SEO and need help for that initial big injection of articles.
These are lessons I might have learned on my own, but maybe not. Talking to your leads and customers can be uncomfortable and downright cringey most of the time. but apart from making new connections with people you'll also learn more about your business than you would have in a year of just managing it. Consider script writing and making calls a bootcamp to learning your business and your customers.
I have my own business project at your-mailer.com That I use to test ideas in business, marketing, sales and any other processes I might want to try out.
This morning I pulled a list of businesses registered in Orem UT. It contains a lot of useful information for someone doing outreach for their business including business name, address, phone #, email address, and website.
I'd like to do some outreach to these businesses offering my month 2 month services described at your-mailer.com to see if I can find some clients and make some extra money.
Procrastinating the grind rather than actually doing something impactful? Maybe. But a script is a good way of creating some sort of standard to base your call off of so that each call you make is comparable. If each call is vastly different from the last it's harder to identify which specific variations made a positive or negative impact. A script allows us to define a customer journey through the call and since you've been down this journey various times with various leads, you'll know what to say (or not say) to get them and keep them on track.
After some experience you'll start noticing that, generally speaking, you communicate with a handful of personalities or archetypes and you'll find the best way to sell each archetype by making tweaks to your script.
I have all of the information I need to contact them, I have material for them to reference at my site. Now I just need a sales process and script for communicating with them, and if sold, a way to smoothly get them going.
From there I have processes on my site setup for them to submit requests, but on my own time I will be seeking out how to best help them so that I can make recommendations and continue to provide value.
Since right now I don't really have any active channels pulling in customers this phone outreach will be the first and only one. Although you could argue that my SEO and online presence is a channel to pull people in, it isn't really active and since I recently migrated it the SEO is still going to take a while to snowball
The sales process defines what happens from the point a sales person gets a lead (including where the lead came from) to the point of sale.
Generally speaking all sales, marketing and general business processes follow a variation of the following
The following is outside of the scope for this article but good to know where we go from here:
You'll notice that steps 5 through 9 are labeled as outside of the scope of this article. You'll also notice that I did not exclude step 1. Although it is not a step where we are directly engaging the lead, we do need to keep in mind where they came from and how we got their information. These details can influence what we say in the script.
Before we move on I do want to add that it is not uncommon for lead qualification (step 2) to involve a process where direct contact with the lead is not required. You'll see in the next section that we can decide to qualify based on information we have about them without directly engaging them.
To inform how we talk to our leads let's understand what kinds of leads we have in our list. Below is a sample of the list we're going to use
| Type of Business | Status | Nature | Website | |
|---|---|---|---|---|
| Home Occupation | In Processing | Sporting Goods | Adammitchell621@gmail.com | |
| Home Occupation | Active | House Cleaning | j.alanizz18@gmail.com | |
| Home Occupation | Active | Clothing, Apparel, & Accessories | ablissfulwhirl@gmail.com | etsy.com/shop/ABlissfulWhirl |
| Commercial Business | Active | Clothing, Apparel, & Accessories | matthew.kho@acutebaby.com | acutebaby.com |
| Home Occupation | Active | Corporate or Personal Executive Office | adropofearth.com | |
| Home Occupation | Active | Beauty & Barber Shops | Judyrichards0920@gmail.com |
There are 2 pieces of data here which are:
I think it's safe to assume that alot of the home occupations are smaller gigs that haven't reached the point of needing a dedicated location. Of course this is an assumption that we'll seek to validate as time goes on, but for our purposes it's good to know that the bulk of this list is likely made up of mostly micro-businesses
Also 2 types of data:
I'm going to assume that in processing is brand new and still acquiring some licensing and getting approval. Active means that everything has been approved and that they're either up and running or at the very least ready to go.
This one is our first with more than two types of values:
This lets us know what they're doing and further down the road we could create an individual script for each type 'Nature' to better optimize and personalize their experience. Right now since we haven't even written one script we won't do that but we might acknowledge this in our call to show our customer that we know a little bit and maybe use it to be relatable or build some rapport of some sort.
Email are going to be very unique and they're typically names but what we can look at is the domain for their email. Most of them are '@gmail.com' but one of them does have an email with their domain name on it '@acutebaby.com' This could tell us a couple of things that we'll try to validate down the line. Maybe businesses that have purchased their domain name and have an email are a little more serious? or maybe they're past the point of where we can provide value. They might be too big and might be able to hire their own in-house marketing team or agency.
This might flag a similar story as the email maybe they're ahead of the game and we can't help them. OR, like in the case of mattew.kho@acutebaby.com, they obviously have an email address setup but when you visit acutebaby.com nothing shows up. This could indicate that they're invested enough to get an email but still in the early stages and trying to get everything set up. This might be a good time to slip in and show them how we can help.
I don't know why yet but I feel like Etsy will be a unique segment if there are more.
It looks like the bulk of our lead list are small business owners likely made up of sole proprietors which may mean, for most of these people, this is a side project where they're fine doing it themselves and if this isn't the main income source for they're livelyhood they may or may not have the income available to hire outside help like myself or at least that will be an objection to overcome.
I like to make a guess as to why these people are in business for themselves and the problems that they may be running into. As we actually make calls and find common reasons we can refine our script but for our draft we have to make some guesses (ideally educated guesses).
Why am I thinking about why these people are in business? Because my service aids them in their goal to be seen more to sell more but just telling them that isn't as impactful as tapping into deep rooted reasons for starting a business. I subscribe to what is known as emotional selling. Sure, I can tell them I will get you seen more so you can sell more. That might work for some, but finding out that they started their own business because although they're effective and hard workers, they have ADHD and struggle with a 9 to 5. Understanding how that has impacted their lives and how they're hoping to improve it through owning their own business, and what the results are they're hoping for from their own business is more impactful. Throughout the script we want to periodically tie it back to their 'why'. If done right there shouldn't be any objections at all assuming your product actually provides value.
Problem: Your website doesn't appear on the first page of search engine results, reducing its visibility.
Solution: Optimize website content, meta tags, keywords, and technical SEO to improve rankings.
Problem: Your brand is not well-known or recognized online.
Solution: Leverage SEO to increase organic visibility and establish your brand as an authority in your niche.
Problem: Competitors consistently appear higher in search results.
Solution: Competitive analysis, better content creation, and improved backlink strategies.
Problem: Few visitors come to your site through organic search.
Solution: Target relevant keywords, optimize existing pages, and create high-quality content.
Problem: Significant drops in traffic during certain periods.
Solution: Plan seasonal SEO campaigns to optimize for time-sensitive keywords and content.
Problem: Visitors leave your site quickly without engaging further.
Solution: Improve site speed, navigation, content relevance, and overall user experience.
Problem: Users don’t click on your site despite its presence in search results.
Solution: Optimize meta titles, descriptions, and schema markup for better SERP appeal.
Problem: Visitors don’t take desired actions, like making purchases or filling out forms.
Solution: Use targeted keywords and optimize landing pages to match user intent.
Problem: The site attracts visitors who aren’t interested in your offerings.
Solution: Use long-tail keywords and audience-specific content to attract the right users.
Problem: Search engines cannot crawl or index your site effectively.
Solution: Implement technical SEO fixes, like creating an XML sitemap, fixing broken links, and optimizing robots.txt.
Problem: Poor performance on mobile devices affects user engagement and rankings.
Solution: Ensure mobile responsiveness, fast loading times, and mobile-first design.
Problem: Duplicate content confuses search engines and lowers rankings.
Solution: Consolidate duplicate pages, use canonical tags, and create unique content.
Problem: Your site lacks authority compared to competitors.
Solution: Build high-quality backlinks, improve content, and engage in PR efforts.
Problem: Negative reviews or bad press affect brand image.
Solution: Use SEO to push positive content higher in search results.
Problem: Over-reliance on paid ads drives up costs.
Solution: Use SEO for cost-effective, long-term customer acquisition.
Problem: Marketing efforts fail to generate meaningful returns.
Solution: Integrate SEO with other marketing channels to maximize ROI.
Problem: Customers are not interacting with the brand or its offerings.
Solution: Use personalized email campaigns with engaging content to foster interaction and maintain brand visibility.
Problem: Difficulty in reaching customers directly with important updates or offers.
Solution: Send targeted emails directly to customers’ inboxes to establish a one-on-one connection.
Problem: Website visitors do not take desired actions, such as purchasing or signing up.
Solution: Use email retargeting, abandoned cart reminders, and personalized offers to drive conversions.
Problem: Sales and promotional campaigns fail to generate expected revenue.
Solution: Launch email marketing campaigns with tailored promotions and discount offers to boost sales.
Problem: Customers are not returning or staying loyal to the brand.
Solution: Implement email loyalty programs, customer success stories, and regular updates to build stronger relationships.
Problem: Inactive customers have stopped engaging with the business.
Solution: Send re-engagement emails with personalized content or special offers to win back inactive customers.
Problem: Customers are unaware of new products or services.
Solution: Use product launch emails, newsletters, and educational content to inform customers.
Problem: Customers are unsure how to use products or access services.
Solution: Send how-to guides, FAQs, and tutorial emails to educate customers and reduce confusion.
Problem: Traditional advertising channels are expensive and less efficient.
Solution: Use email marketing for cost-effective and scalable communication.
Problem: Lack of insights into the effectiveness of marketing campaigns.
Solution: Leverage email analytics to track open rates, click-through rates, and conversions for data-driven improvements.
Problem: Leads are not converting into paying customers due to lack of engagement.
Solution: Use automated email workflows and drip campaigns to nurture leads and guide them through the sales funnel.
Problem: Challenges in capturing customer information for future marketing efforts.
Solution: Use email sign-up forms and gated content to collect leads and build an email list.
Problem: Customers do not feel connected to the brand.
Solution: Send personalized emails, exclusive offers, and appreciation messages to strengthen loyalty.
Problem: Customers are not referring others to the business.
Solution: Use referral emails with rewards programs to encourage customers to advocate for the brand.
Problem: Customers are not interacting with the brand or its promotions.
Solution: Send real-time SMS updates, flash sales, or exclusive deals to prompt immediate action and interaction.
Problem: Delayed communication leads to missed opportunities or customer dissatisfaction.
Solution: Use SMS to instantly deliver time-sensitive messages like appointment reminders or order updates.
Problem: Prospects and customers are not completing desired actions such as making purchases.
Solution: Use SMS reminders for abandoned carts or personalized discounts to drive conversions.
Problem: Email or other channels fail to generate the desired results during a sale or promotion.
Solution: Send SMS alerts with direct links to promotions or product pages to boost visibility and urgency.
Problem: Customers are not returning or staying loyal to the brand.
Solution: Use SMS loyalty programs and personalized thank-you messages to retain customers.
Problem: Inactive customers are not re-engaging with the business.
Solution: Send re-engagement SMS campaigns with special offers or updates to win back customers.
Problem: Traditional communication methods are too slow or unreliable for urgent messages.
Solution: Use SMS for instant notifications, reminders, and confirmations to ensure timely communication.
Problem: Advertising channels are expensive and offer low ROI.
Solution: Use SMS marketing for cost-effective campaigns with high engagement rates.
Problem: Customers are unaware of ongoing sales, events, or promotions.
Solution: Send SMS notifications to quickly inform customers about time-sensitive events.
Problem: Customers are unsure about the status of their orders or appointments.
Solution: Use SMS updates for order tracking, confirmations, and service reminders.
Problem: Challenges in gathering customer information for marketing efforts.
Solution: Use SMS opt-in campaigns and text-to-win promotions to collect leads and build an SMS subscriber list.
Problem: Leads are not converting into paying customers due to lack of consistent follow-up.
Solution: Use SMS drip campaigns to nurture leads with timely and relevant messages.
Problem: Customers face delays in resolving their issues or getting answers.
Solution: Use SMS for customer service queries to provide quick and efficient support.
Problem: Customers are dissatisfied with the overall experience.
Solution: Send SMS surveys and collect feedback to improve customer experience.
Hi is this the number for [BUSINESS NAME]? Hi My name is Jordan. I'm just here in Provo and I noticed your business is right next door in Orem is that right? Awesome, So I'm doing a month to month SEO, email, and text message agency and I'm doing free consultations next week to help get my name out there. So I was wondering how does your schedule look next week? Is mornings or afternoons better for you?
Perfect. How is this coming [DATE] at [TIME]?
What email should I send the invite to?
Great, and is this the best phone # for ya?
Awesome. I'll send you an invite and talk to you on [DATE] at [TIME]
We're doing cold calls here so the point is to build trust and demonstrate value ASAP. We do that by introducing ourselves and asking a couple of quick easy questions for engagement. Letting them know what we do, what we're offering for their time, then deliver the call-to-action in an assumptive but low pressure form by not asking if they're interested, but asking if it's better earlier in the day or later.
If they say no, then ok, "thanks for your time, bye". They'll likely hang up and you won't have time to say anything. BUT IF THEY ANSWER, we need to collect the information we need as quickly and as painlessly to them as possible.
From here we need to write down their info, send an email and text message confirming the meeting and as a reminder to add it to their calendar.
This is our first draft, and to be honest after doing a couple of calls will see a good amount of revisions. I'm guessing my appointment setting script is a little wordy and I'll need to shorten it up. For now we'll move on to our actual call script and test this at an appropriate time (It's 10:32PM MT as I write this sentence.)
You should have texted them 30min to an hour before as a reminder of your consult.
Hello! This is Jordan, i'm just calling about our free marketing consultation we scheduled. Is this still a good time?
Perfect. So I'll introduce myself real quick. My name is Jordan, I run a small month 2 month marketing agency I do websites, SEO, email and text marketing for companies who are, for whatever reason, not ready to hire a full time marketing employee or can't commit to hire an agency with big contracts. So people often hire me for a month or two and get a bunch of work done and cancel until my work has made you some money and then keep going from there. So that's a little bit about me and what I do.
With that out of the way, what we want to do today Is just make sure you're good to go and have a clear path for what needs to be done to help you get seen more so you can sell more. Maybe share a few tips and tricks. That way you have a list of to-do's and you can either work on those things yourself, take it to someone else or I can help you with it all.
So, tell me a little bit about your business, what do you do?
Amazing, Why did you decide to start your business?
Apart from money, what are you hoping to get out of this venture?
Why now? Like, why did you decide now was the time to start this business?
Do you have any worries or concerns about starting your own business?
As you read through this you're going to feel like this may fit better in the discovery part of the call because we're asking questions. But these questions are open-ended questions that start providing a surface area for us to build rapport through understanding their deepest needs and wants, listening and helping them feel heard and relating to them will help build trust in you.
In the tips and tricks I mention asking 3-5 layers of questions deep. This is where that tip applies. This is where you're going to identify an emotion that you can tie back to throughout the call. If you move passed this section before you've built rapport and made a real connection, you cannot go back. Do not try to go back.
After a little experience, if done right, from this section on you will know if you have the sale or not. And if done right, this section will eliminate all objections down the line.
The questions listed are just ideas. Do not ask all of the questions. Ideally through talking to them you've come up with your own sincere questions. Ask those. They will feel the sincerity over a canned question. But if you don't have anything pick one and dig down 3-5 layers.
What I mean by digging down 3-5 layers is you ask one question, they respond, AND BASED ON THEIR RESPONSE, you ask another question. That's one layer.
For example:
So tell me a little bit about your business, what do you do?
Their response: I vet and manage in-home hospice
Oh interesting. Like, you hire in-home hospice people?
Layer 1 ^Yeah but also manage who they're taking care of, check in to make sure they're doing a good job.
Oh nice! What made you decide to do that?
Layer 2 ^When my grandma couldn't take care of herself, my family had to take turns taking care of her and it felt good being able to help her in that way. Eventually someone heard what we were doing and had had a bad experience at an old folks home and hired us and now I just want to make sure that people's loved ones get the care they deserve after giving so much their whole life.
That's really beautiful. I wish more people provided that type of service and I hope I can provide that for my family when they get to that point.
With this example I made it easy for myself to reduce the amount of writing but once they open up and share a deep feeling is when you can grab onto that, reiterate and remind them throughout the call why this is important to them. In this case it's providing the care for people's loved ones. Like they were able to do for their grandma.
Throughout the call you can say things like: "we'll focus on getting more customers for you so you can focus on, and have the bandwidth to make sure your home hospice peopel are treating your customers right."
Moving into the next section you would say. "Thanks for sharing that with me. I hope that with what we talk about today it can help you get customers so you can focus less on sales and marketing and more and helping people like you were able to help your grandma.
This is where I want to mention that, if you're doing emotional selling, you're good at it, and you don't actually believe in your product, you're a sociopath. If you don't believe in your product you won't be able to sell it like this because it requires a level of sincere empathy that if you don't have, the person on the other end of the phone will be able to detect. The first thing you need to do to get good at sales is find something you believe actually helps people. If you find something that actually helps people it's no longer playing mind-games, manipulating people, or tricking them into giving you their payment information. If you believe in your product you don't need to get good at those sketchy tricks. You just get good a communicating with other humans. Good communication is good sales and good sales is simply good communication. If you're being sketchy, you might be able to trick some people up front, but they'll realize it soon and never trust you. You can only "trick" a certain amount of people before you burn your reputation.
Moving on!
Thanks for sharing all of that. So, just to get an idea of areas we should focus on and where you're at I have a couple questions:
First, is this your full-time job? Or are you hoping it will be in the near future?
What are the main things you're offering or selling?
How do people find your business right now?
Do you have a website?
I can look this up if you're not sure but when people google [SERVICES OR PRODUCTS] how far down does your business show up?
Google my business account?
When you're having a sale or offering a new service, or have news for your customers, how do you plan to let people know?
What have you been doing, or planning on doing to get customers?
Awesome! that's super helpful, ok before we jump in, are there any specific questions you have about marketing that you'd like to make sure we cover?
Ok I'm going to list a bunch of things that everybody can do right off the bat. Doing these things quickly will help you get setup so that [CONNECTING STATEMENT TO THEIR PURPOSE]
Online Presence
Ok there's a lot that goes into building your online presence and getting you to the top of Google. Technical things like Having a website with fast speeds, how your site shows up on computers versus mobile phones, how your site is structured, If it's secure to be on your site. Most search engines require something called an SSL certificate. This makes it so that the activities of people who visit your site are encrypted so people can't steal their information. One of the hardest parts is also one of the simplest to start. It's hard because it takes a long time but it's easy to do so you should do it ASAP. It's building your online authority. The more authoratative you are the more google and other platforms trust that you provide something good, and that motivates them to show your business above others.
Now, how you grow your authority is 2 main things: 1. simply having a bigger foot print and 2. having a longer history online. Growing your history involves just existing online for a while. That's why you should get started soon. but getting a bigger foot print involves a couple of things but the easiest thing you can start with is getting a social media account with all of the main social media platforms. Now since you're [B2B or B2C] I would recommend starting with [Linkedin, Facebook, Instagram, Tiktok, Reddit, Youtube, X] and post one or two things on all of them.
What this does is, when google and other platforms are scanning content on the internet it will start seeing your stuff and say hey! I've seen this person a couple of times now let's start showing their stuff to people and see if they like it.
Other things you can do for online presence are writing blog articles to teach others about what you do. This helps google determine that you actually know what you're talking about. Examples of articles you could write in your industry are [Provide a short list]