BARQ & A

Posted by: HGL

BARQ,

My mall store has a Bluetooth transmitter. It detects about 800 cell phones of our average 1500 customers per day. But only 40 accept the content sent to them, and around 80 reject it. We have ads by every entrance that show people how to turn on bluetooth, and receive our content for free.

I need to know how to get people to accept the content sent to them.

BARQ’s response:

The problem could be in your content. Is it relevant and valuable to the potential listener? Is it exclusive to only those within Bluetooth reach of your location?

Like Twitter, the idea sounds great, but the results are less than gratifying. You have the ability to say lots of things to lots of people, but unless you are saying something that really matters to your audience, you will be ignored.

Likewise, if what you offer the Bluetooth listener is the same deal as someone who read your ad in the paper or heard it on the radio, why should they give you the extra medium of theirs to hear it again and again?

I suggest you focus on truly satisfying or exciting the 40 people you get, and let them spread the news about how beneficial it is to “tune in” to your message. The better the offer, the better the results.

BARQ
SELMARQ Brands’ Best Friend®

Posted By: DRK

I know that scripts are not exactly the method of choice for cold calling, but my associate and I are new at this and have put together a script we can loosely follow. Please leave some feedback as to how I can make it more effective.

I’m using the following script to set appointments with prospects. My goal of the phone call is not to make a sale, but to make the appointment to meet with employees of large businesses to demonstrate our services in person. I like to keep it brief, but I’m having a hard time ending the conversation without sounding abrupt.

Here is the scrip so far:

“Hi, this is Jane Doe, and I was wondering if you could help me. I’m calling from XYZ. We treat a few of your employees for “—” that are common in your field, and we’d like to share that relief with everyone at Widgets Inc.

“Would it be possible to set up some time for a free computerized ‘—’ analysis and an introductory ‘—’ by a licensed ‘—”‘?”

I would really like this to be more personal and not sound like a lifeless script–and I’d like it to be punchy. Please help!!!

Thanks,
DRK

BARQ’s response:
Right now you are doing all the talking. I’d try to engage the listener earlier, i.e.:

“We have treated a few of your employees for XXX, which is pretty common in your industry. Is this something you are aware of? (A soft challenge to the listener’s knowledge of the company’s people and / or industry issues, which he/she will likely acknowledge.)

“Does this concern you?” (a stronger query as to weather he/she cares, to which the answer is likely to be positive.)

“We offer a free YYY. Would you like us to set one up…etc?”

One of the psychological influences in everyday behavior is the desire to be consistent. By getting the listener to commit to a position, the subsequent questions are designed to take advantage of that tendency. They would break consistency by refusing an opportunity to at least talk about your services.

You could also work in some language about the brand building and morale benefits of being proactive in diagnosing workplace maladies.

Good Luck,
BARQ
SELMARQ Brands’ Best Friend