Hello! I've been in radio sales for a little over a year. Small market, small station, family owned. I have been successful in getting some small mom/pop retail stores on the air who've been great clients but... let's just say they don't generate a lot of billing. My style of getting appointments has been "walk in" cold calling, which has worked great for smaller businesses where the owner is accessible.
But that method hasn't been as effective for prospects who have higher billing potential. For example, today I cold called a list that included categories such as varicose vein treatment, Lasik, learning centers, dentists, chiropractors, real estate groups... categories where the decision maker is truly a busy individual and has a receptionist at the front who's purpose is to hand me the decision maker's business card and tell me to "send him an email" if I want to get an appointment. I've used the line "the solutions we create for our clients are custom made based on their specific needs so at this time I have nothing to send XXXX that would interest her. That's why I am here today, to ask for the courtesy of 15 minutes of her time." Or something like that. Still, the response is often, "Sorry, that's the best I can do! So send her an email."
Any thoughts on how to get appointments with decision makers at businesses with extremely intense gatekeepers? And perhaps specifically... doctors, dentists, chiropractors, who are probably in one appointment after the next every day and therefore difficult to get on the phone? I am sure there are some excellent time tested methods out there! Would love to any and all input!
Alex, just ran a quick search and found that a while ago, there was a discussion along similar lines; you might like to check it out: Healthcare - Doctors/Orthodontists/Dentists/Allergists/etc.
Also, a while back Jingle Jim Reilly shared a 3-step prospecting strategy from Steve Garsh specifically for securing an appointment with a doctor; here's what he wrote:
This Week's Sales Tip: I spent time selling jingles with a terrific guy last week, Steve Garsh from Eldorado Broadcasting. We have been friends for a long time and I truly value Steve's opinion. I asked Steve his thoughts about securing appointments with "The Doctor" and he shared his prospecting strategy with me.
Heath Care has quickly developed into one of the hottest categories for broadcast sales but it's very difficult getting past the gatekeeper and actually sitting down with The Doctor ... until now. Steve recommends sending The Doctor Letter # 1 requesting a 15 minute non decision making strictly fact finding appointment including a specific day, date AND time you will call to schedule the meeting. Follow up right on time and tell the receptionist that The Doctor is expecting your call.
If that doesn't work, send Letter # 2 stressing that your focus is on helping The Doctor increase his business. Your professional approach to letter writing will get noticed and the appointments will start to follow at this point. However, be patient because Letter # 3 works everytime ... I tried to meet you and help you increase your business. I guess I was just unlucky. Here's a lottery ticket, my gift to you. I hope you are luckier than me! By Letter # 3 ... The Doctor will be calling you for an appointment.
Steve has graciously shared the letters with me and I'll send them to you if you'd like. Thanks to Steve Garsh ... a real pro and one of the best marketing people I have ever met!
I have cold called Professionals for many years in many markets across the southeast. I would be suprised if you were granted a sit down. The gatekeeper as you call the receptionist, is the person who greets clients or patients for the professional to help direct them to the right person in the Clinic. Typically the Professional does not field requests from salespeople of non-professional products, the office manager or person in a similar position does.Ask the clinic receptionist for the correct person to address. The office manager normally gets with the professional once a week, to bring non- professional business topics to the professionals attention. Make a friend of the office manager. You will have to have your presentation in writing and complete to the point that all the profesional has to do is sign off. Get over yourself, most of the time the Doctors will not talk with you. Use the office manager to get your proposal proper attention.
Thank you everyone for the pointers! I am in a small market so in MANY cases... the Office Manager has little to no weight and frankly, not all that much skin in the game. They're just there for their paycheck, they could care less about whether or not the company invests in a great marketing opportunity. Sometimes that's the only option though! Thanks again everyone for the advice, please keep the thoughts coming.
You have to give them a compelling reason to meet with you. What problem are you going to solve for them? Do your research and then ask this question: If I could show you a way to (get x number of new patients a month, increase revenue by x dollars a month, etc.) would you be interested in talking with me?
Hello Amanda! Unfortunately, I don't have any additional letter samples other than the ones outlined by Jim in his post. But I would encourage you to contact him; you can send him a message through this site or reach him at [email protected]. He might be able to provide you with some additional details or examples.
Hi Alex-
I agree with Jack Walker's & Victor Carr's comment: in order to get the meeting/conversation, you have to do all the work on the front-end.
Research their business; make friends with office manager, receptionist to get good inside info; don't just say "the solutions we create for our clients are custom made based on their specific needs" -- PROVE IT.
Send them their custom made solution with your reasons as to why - demonstrating that you have done your 'homework.'
