Ryan Schutty, a regional marketing director with the Principal Financial Group, wrote an interesting blog post last week on how cold calling doesn’t have to be so cold. He notes that when it comes to cold calling, a good way to "warm" it up is by thinking horizontally.
By “horizontal” he means generating a more personalized prospect list than you would get by simply purchasing a broad, generic database. You do this by building a cold calling list that’s similar to your existing best clients, using:
• Referrals obtained directly from existing clients or professional networks
• TPAs, CPAs and attorneys you know or work with
• Recommendations of local payroll companies
• Contacts you meet through non-profit organizations or associations
• Your connections with other financial professionals
Schutty notes that, "once you have your list, each call should be a process of discovery and relationship building. The most successful cold callers consistently contact prospects — and develop relationships — with information and insight, not data, features or benefits."
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Warm Up Your Cold Calls
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