I greatly dislike making cold calls, so several years ago I decided that I was going to change my approach to calling someone I didn’t don’t know: I decide to start “warming-up” calls before I made them. For years now I have successfully implemented a simple three step process to warming up a cold contact when other traditional methods such as referrals and introductions are not readily available. The process takes time, but when followed completely, I have found that it increases my success seven to eight times more than making a cold contact. I hope you find it helpful:
Step one: Name Recognition
I initiate name recognition by sending out two post cards exactly one week apart to the person I want to contact. Note two things here; one is that I always know the name of an individual I want to speak with before I start this process (not simply a company name), the second is that the information I send them is memorable. Oftentimes this will be done to a group of people I want to connect with to minimize effort. This first step provides me with name recognition, and the excuse to implement step two.
Step two: Develop Understanding
One week after I send out the second post card I call the individual to tell them who I am and to ask one simple question. It sounds something like this: “Hi, I am Tim Klabunde from Gordon. You should have received two post cards from me recently and I was wondering if I could send you some more information about what I referenced in my post cards.” Of the hundreds of times I have made this call I have only been told “no” once.
Note a couple of things that make this step successful: First it is an excessively short conversation, in other words I am very respectful of their time. Second, I never leave a voice message; I keep calling back at different times of the day if I miss them until I get through. Third, I fully expect that many of the people that receive my step two packet will discard it, but I have ensured through the phone call that they will at least look at it before they throw it away and remember it.
Step three: Initiate the Relationship
Step three is simply a warm follow-up call one week after I send out the additional information. By this point I have developed name recognition and they understand who I am and how I fit into their world. When I call, I reference our last conversation and information I have sent so they recognize who I am. With this foundation I initiate a conversation and relationship. Setting up lunch or a meeting becomes easy because a foundation has been laid for our relationship over the past month.
Remember when you are working a cold contact that most people fail because they call someone else for personal gain, rather than laying a foundation for a mutually beneficial relationship. Instead of focusing on your personal objectives consider helping your new friend to reach their objectives. The result will be a relationship based on trust and and an individual that wants to help you succeed.