You will probably find it worthwhile to visit http://friedmanpartners.com and sign up for Rich Friedman's e-letter.
In the latest issue of The SMPS Marketer, Rich Friedman. President of Friedman & Partners in the Boston area, makes it clear that you don't build a market for an AEC professional service with cold calls. His points:
- Cold calls have a very low ROI
- Greater connectivity and technological tools negate the need for cold calls
- Cold calls send the wrong message to your staff
- Cold calls breed poor BD "hygiene"
- Cold calls do a disservice to the industry.
Those who engage in cold calls often believe the process is more akin to telemarketing -- the more cold calls you place, the more likely you are to land a lead. But selling professional services entails a much more complex process (thank goodness!) -- one that should rely on the more tried and true process of conducting background research, honing your differentiators, value-add, and elevator speech, and asking probing, open-ended questions to identify what's keeping your target up at night. Engaging in this process has the added benefit of enhancing prospect/client relations.Absolutely . . .
In the real world, the market for our services is huge in potential volume, but not in potential numbers -- playing the 'numbers game' and 'blasting through lists' is likely to quickly cause you to use up all your potential leads -- and then be left wondering where the potential clients are. Relationships, starting with your existing and former clients, are where you are likely to have the greatest success; and in finding new business, you need to appreciate that few people either want to make -- or receive -- 'cold calls'.