A Warm Lead is Better Than a Cold Call

You would probably agree that 'warming up' the call would improve your chances of success. Actually, many experienced business people use very little old fashioned cold calling. The idea of a 'warm call' is that you've had some previous contact with your prospect. Prospecting is a communication skill which can be learned and improved upon. The idea when introductory calling is to contact a qualified prospect and entice them with your message. Here are some suggestions on 'warming up' your approach. As usual, not all ideas will fit all businesses, but you are likely to find something here that will help, when you apply it.

Target the right audience. In your business plan you clearly identified your target market and target client. When you are fishing in the right waters you are much more likely to encounter some one who will be warm to your idea, even if you have not as yet built a relationship.

Send a letter of introduction. A well crafted letter as a precursor to a phone call or visit can be an effective method of introducing yourself. There is no guarantee that they will read the letter, but it sometimes help. Using this method in an organized way will increase your success rate. Plan to send only the amount of letters that you can be sure to follow up on in a short time. Set aside the time for the follow up contact and stick to it.

Network! Be where your customers or influencers are. When you work an organized plan for networking strategically, with specific goals, you are sure to meet either potential clients or those who can recommend you to them.

Referrals. When you make the initial contact, a little name dropping can go a long way. Of course, always make sure you have permission to use a person's name. When you can honestly say something like"...John Smith suggested that I give you a call..." it will carry much more weight. Make a conscious effort to constantly add to your referral sources. Ask for referrals (and testimonials) after each time you complete work (assuming that the customer will be happy with your work!).

Prepare; use an outline.

Does "Cold Calling" Make Your "Freeze"?

A personal acquaintance of mine is a tradesman, who does primarily renovations and repair, with a chief focus on painting and commercial wallpaper installation. He had been commuting to the GTA, working mainly as a self-employed sub-contractor for a property management company. For many of the same reasons you have chosen self-employment, including dissatisfaction with company politics, and the frustration of the commute, he decided to seek work in the Barrie area. As a family man with a wife and three young children, and a mortgage, he simply cannot afford to be without work. So, with powerful motivation, what did he do? He got out the local phone book, and called all of the property management companies and painting contractors. Living the life of the independent entrepreneur, each week he has work, usually with someone different each time.

Can you see how this helps you? You have a real advantage: you have a plan, so work your plan. Take your list of prospects and make the calls! My friend did it most of his initial calls in ONE DAY. How badly do you want your business to be successful? If you have been avoiding this, making excuses, "freezing" at the idea of "cold calling", think about potential results. If you keep dwelling on your discomfort with it, focus elsewhere. Think about what you want out of your new enterprise. Picture yourself actually doing work for each person you call. Picture yourself buying groceries for your family.

One of the things that prevent people from making the calls is their aversion to telemarketers, and they don't want to sound like that. GREAT NEWS! You DON'T have to be like one of those annoying people! I've told some of you if I ever use the word "Script" you can throw something at me! However, you do need to give some thought to what you want to say. This friend of mine simply said something like "Hi, my name is Jim Nasium and I've been doing painting for a property management company in the GTA. I'd like to avoid the commute so I'm seeking opportunities here in the Barrie area. What have you got coming up where you might need an experienced painter?" As stated above, this simple approach has led to sustainable results.

Think about what you want to say in advanced. Wherever possible, personalize your approach. Write down some ideas (an outline, not the "S" word). Use the outline to organize your thoughts. Don't read it over the phone. Include a greeting and an introduction, quickly establish common ground, the benefits of your product or service, and a transition to a question or dialogue. For example, "Good afternoon, Mr. Businessman. This is Sally Spiffy from Sally's Cleaning Service. I read in the Barrie Examiner that you plan on a major renovation at your facility. We specialize in the commercial cleaning services that allow you to reduce in-house maintenance costs and comply with the city's new environmental regulations. I'd like to ask a few questions to determine whether one of our programs might meet your needs." Remember the goal is NOT to sell but simply to create an opportunity for an in-person business discussion.

Recognize that probably most people will say no, at least on the initial call. Each "No" brings you closer to the next "Yes". Keep working your list. I know this is not easy for most but it works! You may even come to enjoy it. Turn up the heat on your cold calling efforts and you will begin to melt the ice. What once was an insurmountable glacier can become a helpful exercise.