Here’s a formula that will sell those who hate to be sold:

Make them aware of a problem …
Tell them about some solutions …
Sell them your solution.

The only caveat here is this : There may be 3 or 4 ways to point out their problem and you’ll likely only get one chance, maybe two, so the research you do first must find out how they view the world and their industry.

If they’re a glass half-full type it’s one solution, if they’re doom and gloom it’s another, etc.

White paper is THE answer, you’re right. I need to spend a day researching his industry online, then write up a report on how a professional web site, with ecommerce apps, can solve some of the pressing problems of businesses in his field.

I could also mention how industry leaders and competitors are using web sites effectively, increasing sales, etc.

NOT “Hey you need a web site, and we make ‘em” BUT RATHER: “Hey here’s a report I thought you might find interesting”.

I’d never suggest being dishonest about your intentions to the gatekeeper, so that’s out.

Also, cold-calling’s not the best way to go after business.

The best way is to make them come after you. A white paper that suggests their problems, offers a solution and then suggests that you have one of those solutions is the all-time best way and the all-time best for that is Mike Stelzner, who commented earlier in the conversation.

Send me an email to mike @ this domain name and outline your industry and the problems getting in and I’ll see if I can drum up some advice.

Howzat ?