Cold calling is one of the most successful methods used by companies to grow sales. It is the process of approaching someone to offer your products, in person or on the phone. It works in all sorts of businesses, why not newsagencies?!
If you want to grow your stationery sales, try this. I have seen newsagents enjoy excellent success as a result of cold calling.
Visit at least six businesses near your newsagency which do not currently purchase their stationery from you each week. Introduce yourself. leave a flyer with current prices for popular office stationery items. Make your that all your contact details are on the flyer.
Have a brief, one or two minute pitch ready. This should focus on why they should support your business.
Do this for four weeks, six businesses a week. That’s 24 businesses in a month. 24 businesses not currently buying from you having received your pitch.
If you get no new business think back on your pitch. It could also be that you need to allow time for their stationery needs to evolve. If you do get business then repeat what worked for you.
It is vital that your approach is natural and friendly. Have something you can share which is valuable. An idea or suggestion which is stationery related. This could build goodwill.
It’s rare that a newsagent has a cold call sales program in place. Try it, it could work! I am sure that your stationery sales could do with a boost.
Here are answers / responses to objections concerns I expect some newsagents will have.
- No time. If business growth is important to you, you’ll find time.
- Don’t know what to do. Try it and learn on the job.
- Don’t know what to offer. Get out and talk to people and find out what they need.
- What if it does’t work? Yeah, you’re right, don’t try. Spend your life wondering.
The more work you put in promoting your newsagency outside your newsagency the greater the rewards you will reap.