building directories

a tip for selling to businesses

If you sell a relatively broadly used business product or service, use a building directory to identify companies that might be new to you. If you visit a building and begin making cold calls to its tenants with little to no positive reception, consider this two-step approach to working a building...

First, choose the building, confidently walk straight into it, and go to the elevator area. Then, go to the top floor. Walk the floor with a sense of purpose and simply write down the names of the companies you see there. Take the elevator down to the next floor and do it again. You’ll look up the companies on the web later, and get more useful information without the risk of being thrown out of the building. (Sometimes stairwells are locked from the stairs side, so take the elevator, if you can. Otherwise you may find yourself walking all the way to the ground floor to get out.)

Second, on your way out, stop by the building’s directory and scan to see if you missed anyone.

Identify one building a week in your area, and work it to make sure you’re aware of every company in your target market and territory.

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