Let’s say
you want to contact an organization to see if they will purchase your book.
Perhaps you want a company to buy 50 copies for their employees. When you call
them, what will you say that will convince them to buy, buy, buiy?
·
What is your opening line?
·
Who are you asking to speak to?
·
What do you do if you get voicemail?
·
What do you know about the
company/person you are calling?
·
What do you hope the call will
accomplish?
Consider these steps:
1.
The
Beginning…Your call begins with you dialing the number of someone or some
organization that you hope to gain a positive, achievable outcome with. Make
sure you built or secured a targeted contact list. If possible, know the name
of the person or their title/department, so you don’t ask the person answering
the phone to guess what you want. If the operator/receptionist asks what this
is in reference to, don’t pitch them. Just explain you have a unique
opportunity that you’d like to share. If you get voicemail, try back another
time. Ask the operator when it’s best to call again.
2.
Once
you get the person you want, deliver a version of the 100-word introduction. In
this case, you can say it in four sentences: “Hi, I am the author of a new book
that I believe will be of interest to you and your employees (or members). It
helps them to (do something). It’s based on original research, my 15 years as a
veterinarian, and as the happy owner of three dogs. I would love to explore how
we can work together.”
3. The
call must have a purpose. Determine what you seek and prioritize these goals.
For instance, your goal may be a hard sell to get them to buy a lot of copies
of your book or to have them use you as a paid speaker. Or maybe you want to
merely introduce yourself and invite a next step – to come visit them, to offer
to send them a copy of the book to see if they would be open to you
guest-blogging, or some other action step. The call may be of use to you in that
you’ll learn about the organization and its needs. Maybe you’ll be educated on
industry trends or things you had not yet factored in. You should gain
something from every communication – a sale, information, or goodwill.
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Brian Feinblum’s insightful views, provocative opinions, and interesting ideas expressed in this terrific blog are his alone and not that of his employer or anyone else. You can – and should -- follow him on Twitter @theprexpert and email him at brianfeinblum@gmail.com. He feels much more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog ©2019. Born and raised in Brooklyn, he now resides in Westchester. His writings are often featured in The Writer and IBPA’s Independent. This was named one of the best book marketing blogs by Book Baby http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs and recognized by Feedspot in 2018 as one of the top book marketing blogs. Also named by WinningWriters.com as a "best resource.” He recently hosted a panel on book publicity for Book Expo America.
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