Marketing your medical billing business with cold calls

When one hears the phrase “cold calling” reactions range from shivers to palpitations to obvious sweating. Very few salespeople enjoy cold calling; even fewer business owners look forward to cold calling. However, more and more, in this day and age, small business owners are playing many roles. These roles usually encompass being the company’s sole salesperson as well.

The statistics are strong both for and against cold calling. It’s proven that most of the calls you make will result in your sales materials being thrown in the garbage the moment you walk out the door. It’s also a well-known fact that busy secretaries strongly dislike the majority of salespeople that interrupt their work. However, it’s important to note that direct cold calling has also been proven to be an effective means of bringing new business in the door. The ratio of rejection versus a new sale are overwhelmingly in favor of rejection, however, that one sale could mean the difference between keeping your doors open just a little while longer or closing them forever. In addition, one sale from cold calling could turn into a relationship that enables you to build your business through them with their referrals. Referrals are easy money as long as you have a product or service that the referral needs or wants.

Why is cold calling so frightening? Because we go in the door trying to make a sale and that is entirely the wrong approach. Cold calling does not have to be as frightening as many perceive. In fact, it can be so simple one actually enjoys it. I fondly refer to it as the 30 second cold call. In fact, it takes longer to lock my car up and get in their door then it does to make the call.

I simply walk in the door, wait until the receptionist acknowledges my presence, quickly and clearly introduce myself and my company, hand her the sales material (business card, brochure, flyer, etc.) and ask her to please give this to the doctor while sincerely looking her in the eye. When she responds that she will do that, I simply say, “Thank-you so much, I really appreciate it. Have a nice day!” and I exit. Wait, did you catch that? I leave. Are you asking yourself, “You mean, you don’t stay and try to talk them into your service or talk them into an appointment with the doctor?” No, I don’t. But, wait it gets better and even more effective.

About 4-6 weeks later, I make the rounds again, this time lingering just slightly longer; just long enough in case they have a question or their curiosity gets the best of them. Perhaps I engage in a few words of chitchat about the weather or some other safe subject. Perhaps I simply smile and make a comment about a piece of artwork on their wall. It doesn’t really matter; I am only attempting to warm them up a bit, gain their trust. Before, during, or after this slight lingering, I repeat the above steps and again, I leave.

If you will repeat this cold calling regime at least every 4-6 weeks, you will soon find that you are able to be in a position to be the person they think of when they need your product or service. You’ve built this confidence and trust in a completely non-threatening manner. In addition, you will find that you will build a rapport with the receptionists and that it was not difficult at all. You may even be lucky enough to walk in when the doctor happens to be hanging around, albeit this is rare, and in the perfect position to answer questions, should he/she have any. Instead of attempting to sell them, you are simply introducing yourself, your company, and your product or service; in the meantime, you are building a solid foundation of prospective client name/face recognition and trust in you and your company.

Good luck to you in building your medical billing business!