Turn a Cold Call into a Warm Lead
In my career, I’ve had several jobs cold calling. Starting with a mortgage agency at 16 all the way to my current job at Fusework Studios.
It can be expensive, frustrating and just plain humiliating!
“Cold Calling is the processing of approaching prospective clients, typically via telephone, who have not agreed to such an interaction. The word “cold” is used because the person receiving the call is not expecting the call or has not specifically asked to be contacted by the sales person. It is often very frustrating and difficult for those making cold calls because they are often rebuffed, hung-up on and rejected by those receiving the calls.”
Sounds painful eh?
In the Internet Marketing biz there is a strong model we use. It’s referring to inbound or permission based marketing. The idea is simple. People that looking for goods or services will find you through searching for their needs. They “Google” their pain, wants or needs and if you’ve built the proper on-line outposts, they will fill out a form, send an email or call for more information etc. This is an excellent way to generate qualified leads or at worst a potential prospect. Since, they have given us permission to contact them, the process becomes much less painful and much more pleasant!
This is the preferred model and I back it 100%.
However, we still have to make outbound calls that can be ‘cold’ in nature.
How do you turn a cold call into a warm lead? Ask yourself these questions.
- Do I understand their business?
- Can I handle rejection?
- Am I prepared to make 10 calls to get an appointment?
- Who have I worked with that they have as well?
- Have I checked LinkedIn to learn more about the decision makers.
- Have I asked my contacts if they know someone at that company?
- Do I have a compelling story that they can quickly relate too?
* Am I ready to listen to what they have to say?
I think the biggest one is last one…What do you think?
3 Comments
James H on February 12th, 2009
well said Mr Bryant.
Art Hill on February 19th, 2009
I like the way you frame your approach. Inbound is preferred, but outbound is still part of the recipe i.e. you can’t remove the pinch of salt from the recipe, it just doesn’t taste the same! OK, strange analogy, but I agree that we shouldn’t shy away from the older techniques, just reassess how we use them. Your list of questions is also good for casual conversations and finding an in with your current contacts, I think.
John Mount on February 5th, 2009
This article is great! There are times in my business that a ‘cold’ call is necessary and it’s very unappealing to do. It’s good to hear what someone else has to say in regards to making it a more positive and friendly way to generate new business prospects.