In many parts of the country, springtime is when building managers take bids for a variety of services, from renting copiers to hiring a cleaning crew. That make this a perfect time for building service contractors (BSCs) to brush up on their marketing skills.
 
While it is true that there are now scores of new ways BSCs can market their services, one that still gets proven results is the oldest of them all: cold calling. But, in order for cold calling to be successful, BSCs have to reach the decision maker, and that means dealing with the office gatekeeper.

Because of this, this month's Business of the Business from Tornado Industries offers BSCs the following dos and don'ts on how to gain access to that all-important decision maker:
 
• Remember the gatekeeper's job can be tough; treat each one with respect and compassion and it will pay dividends.

• Take a moment to establish some rapport; however, don't make it a "snow job" or sound insincere.

• Recognize gatekeepers as your information source. The gatekeeper, if she or he likes you, can provide all kinds of information on who makes decisions and how things work in this facility.

• Always mention if you have been referred to the facility manager or if you service other properties in the area; this can warm your way past the gatekeeper into the arms of the decision maker.

• Stay upbeat; this is most difficult when making telephone cold calls but helps you make the best impression

• Never claim to be someone you are not, like a friend of the decision maker or from the police; this is asking for big trouble.

"And don't forget, cold calling is more than just walking in a door or making a phone call," says Jolynn Kennedy, marketing manager for Tornado Industries. "You can send letters, faxes, or connect on social media. There are scores of ways BSCs can use cold calling to open doors."