How to warm up cold calls

Posted: July 15, 2013 | Categories: Sales

If you took a survey of personal preferences, most people would probably say they much prefer a warm shower over a cold shower.  I have found the same rule applies to cold calling.  Most (not all) of us would prefer a warm call to a cold call.

When I have a prospect I believe might be a fit, the first thing I do is research their website.  I look at a company’s mission statement, values, and what they believe is most important.  I also look at what they do and the services they provide.  Having already defined my ideal prospect, I match up my ideal profile with what I have learned from the website.  If it is a fit, it is time to get out my custom note cards and write a “warm-up” note.  Since it is only a 5X6 note card, I must be brief.

Here is an example of one of my notes:

Mr/Mrs ____

In your website, you stress your commitment to quality and to your people.  The companies I work with are growth-oriented, optimistic about their future, and have good people in place.  We may have some common ground.  I will call you next week to set a time when we can get together.

Steve Brainerd

Other than the note, the only other thing I add is my business card.

My next step is to call them as I said I would.  In my follow up, I would say:

Hello, I’m Steve Brainerd from the Durham Group.  I would like to be connected with Mr. Price.  He is expecting my call.

(Mr. Price) Jim Price.  Can I help you?

Yes.  My name is Steve Brainerd.  I am from the Durham Group.  Last week I send you a note.  Did you receive it?

Can you take a moment to talk?  (Yes, I have a couple)

Given the way you do business, your company has added value.  One thing I help my clients do is increase their revenue by building a stronger performing team.  My goal in calling you is to look at a time that we can get together over a cup of coffee, understand your situation and what you are looking to do, and see if we have some common ground.  If so, we can look at a next step.  How does that sound?  (go for appointment)

Summarizing, I break down cold calling in to 4 steps:

1. Research
2. Select prospect who is a fit
3. Write “warm-up” note
4. Follow up at time specified to set an appointment.

This helps me in my prospecting, and helps make a cold call a little warmer.

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