Getting Beyond the Gatekeeper
West Chicago, IL —- In many parts of the country, springtime is when building managers take bids for a variety of services, from renting copiers to hiring a cleaning crew.
That make this a perfect time for building service contractors (BSCs) to brush up on your marketing skills.
And while it is true that there are now scores of new ways BSCs can market their services, one that still gets proven results is the oldest of them all: cold calling.
In order for cold calling to be successful, however, you have to reach the decision maker, and that means dealing with the office gatekeeper.
Because of this, this month’s Business of the Business from Tornado Industries offers BSCs the following dos and don’ts on how to work with gatekeepers to gain access to that all-important decision maker:
• Remember the gatekeeper’s job can be tough; treat each one with respect and compassion and it will pay dividends.
• Take a moment to establish some rapport; however, don’t make it a “snow job” or sound insincere.
• Recognize gatekeepers as your information source. The gatekeeper, if she or he likes you, can provide all kinds of information on who makes decisions and how things work in this facility.
• Always mention if you have been referred to the facility manager or if you service other properties in the area; this can warm your way past the gatekeeper into the arms of the decision maker.
• Stay upbeat; this is most difficult when making telephone cold calls but helps you make the best impression
• Never claim to be someone you are not, like a friend of the decision maker or from the police; this is asking for big trouble.
“And don’t forget, cold calling is more than just walking in a door or making a phone call,” says Jolynn Kennedy, marketing manager for Tornado Industries. “You can send letters, faxes, or connect on social media. There are scores of ways BSCs can use cold calling to open doors.”
The Business of the Business Advisory is designed to help building service contractors operate their businesses more efficiently and profitably.
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Available For Interviews And Industry Commentary:
Tornado Industries President Michael Schaffer is available for interviews and industry commentary by calling (630) 818-1300
About Tornado a Tacony Company
Tornado Industries has been engineering quality cleaning equipment for more than 80 years. The company has a long history of developing innovative products and applying the latest technology to increase productivity, reduce costs, and improve safety. Tornado prides itself on always being on the cutting edge of cleaning solutions. Many of the company’s products are manufactured in the United States with domestically and globally sourced parts.