Guide to Cold Calling Success

Wait 24 hours for the prospect to return the phone call. If no response, call back and leave a similar message and again wait 24 hours for a response. If there isn’t one, leave one more message. For example, “Ms. Jones. Lenann Gardner. I’ve missed you again—we must be on opposite schedules! I’m calling with some ideas for capturing new clients for Smith, Jones and Green in 2007—I think you will want this information. Please do give me a call at (505) 828-1788. Again, that’s (505) 828-1788. I look forward to a quick conversation with you, Ms. Jones!”

• Send non-responding prospects a compelling e-mail. After leaving three voice mails, each one day apart, you have maximized the likelihood of getting a return call. Utilize much of the same wording from your voice mails, and consider doing the e-mail in slightly larger than normal type, so it stands out. If there is no response, assume the prospect has no interest and move on.

• Keep Focused. If you happen to speak with the prospect, remember your “clean heart position”, and be interested in your prospect rather than just advocating the buying of your services. Selling is not giving a speech about your services—it’s inquiring about your prospect, honestly expressing an interest. Remember, you are there to be of service. If you can’t be, get out of the way so the prospect can move forward.

The most important thing to listen for when talking with prospects is pain. Pain consists of things that have gone wrong in the present and the past or that may go wrong in the future. Pain is also that which has gone wrong for those in circumstances similar to the prospects’. When you hear pain, ask a question about it, especially if it involves an area where your service or product can help. Regardless of the response, make sure the prospect knows you heard, even if it’s negative. For example, “So, Mr. Smith, it seems as if, right now, you’re satisfied with the firm’s status, and don’t feel a need to make a special effort to attract new clients. Is that it?”