• Your company is following industry leaders such as the Drug and Alcohol Testing Association (DATIA) or the Society for Human Resource Management (SHRM).
Another key in networking is
understanding the networking events you want to be included in. Tis depends on the vertical you want to go aſter. Are you more focused on transportation? If you are, multiple trucking associations within each state hold meetings monthly. Are you more into oil & gas? Many safety councils and energy networking events hold monthly meetings where you can introduce yourself and network with key decision-makers. Knowing the industry or vertical you want to sell to will establish the networking event you should go to. Finally, know your competitors and create
relationships with them. Networking with other companies like yours will provide insight on what has brought them success and how you can further flourish. You never know when a competitor might call you because a client of theirs needs a collection and your location is in the perfect spot for them. As the old saying goes, keep your friends close and your enemies closer.
3 SEO and Website Development
Like many people, I primarily use my phone and computer to learn about a product, get to know a company, and read about drug testing changes. Te internet has taken over, and you’re doing your company a disservice if you don’t have a great website where current clients and prospects can find and learn more about your company. Your website should contain relevant
information that will help boost your ranking on Google and other search engines and create a simple user experience to keep prospects on your website longer. Make sure your content is simple, concise, and keyword rich. For drug testing, your site content
www.datia.org
should include phrases like “drug testing,” test panels, and names of drugs that search engines will recognize and help boost your ranking. You can include keywords in more
than just your site page content. Using keywords in blogs and videos is a great way to provide information to customers and prospects while boosting your search engine ranking. Finally, make sure your site’s links and
widgets are working properly. One of the biggest issues I see is that the contact form isn’t working or doesn’t let you put in any information in at all. Tere are a lot of things you can do to
create opportunities from your website, but my advice for you is this: keep it simple, create good content, and always keep your website up to date.
4 Cold Calling/ Decision-maker Drops
I hear that cold calling is dead, but to me, it’s alive and healthier than ever. Cold calling is still one of the best ways to get new business. Te art of conversing with a stranger and creating enough interest with them to have a meeting with you is one of the things I live for. I will say this: cold calling isn’t easy. You will get a lot of prospects that will
tell you “no” or hang up on you, but all you need is that one client that tells you “yes” that will make it all worthwhile. It takes an average of five to seven calls to get a decision-maker on the phone, so don’t give up. Keep calling. Tey will eventually pick up or will tell you no. If they do, move on to the next prospect. Te key to successful cold calling is
preparation. As I stated before, knowing your prospect and the persona you speak to will give you a higher success rate. Practicing what you say is also key. Do you know what you will say if they give you an objection? If they tell you they are happy with their current provider? If a gatekeeper picks up the phone and won’t transfer you
to the person you want to speak to? How will you be prepared so you can get to the next step? Having the answers to all those questions will help you create trust and hopefully gain their business. Decision-maker drops are also a great way
to create new business. I like to create a list of clients I want to go aſter and spend a full day going to their offices to try to meet with them. Much like a cold call, preparation is key
for decision-maker drops. Having the right information in hand and knowing who you want to speak to will improve your odds. I usually carry my business card with me, some type of flyer with information about the services I provide, and most importantly a great atitude. You need to go in there with the atitude
that you are going to change their life. If you can’t get the meeting right then and there, try to set up another time to speak that works from them. Try to leave with the next step in hand, even if it’s just a conference call.
Conclusion Tere are many ways to earn new business, but by using these four steps, you should see growth within your organization. Obtaining new business is a never-ending race that will never slow down. I’ll leave you with this: Create the relationship before you try to sell anything to them. Be creative. Get uncomfortable. Be yourself. Te rest will take care of itself. ❚
Michael Abreu is currently an Account Executive in the Occupational Health Industry where his focus is working with clients to set up their Occupational Medical and Employee Screening programs. Michael has 5+ years’ experience working in the drug testing industry where he has focused on creating and establishing drug testing programs for companies in all industries. Michael’s passion and focus is working with companies to make their drug testing programs more efficient and effective while reducing costs.
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