3 Tips For Heating Up Cold Calls

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Be honest – do you really like cold calling? Personally, I never did. Early in my real estate career, I studied all the tips for cold calling: do your research, create a script, rehearse, have confidence, take on the sale, yada yada yada. And after doing all this, I still hated it.

But then I figured out how to turn a cold call into a hot or even hot call, where the customer was ready to sign the dotted line before I showed up. Won’t that make your life so much easier? To remove the pressure to “sell” someone who doesn’t know you from Adam? Wouldn’t it be great to have a room for potential customers who already have a good impression of you and what you’re offering?

I teach this to all my students, and when they apply the techniques, they are amazed at how quickly their customer base grows. Here are some ways to make this happen.

Use informative presentations

Making presentations to community or business organizations as an introduction to potential clients has been used by entrepreneurs for decades. The key is to make sure you’re sharing good information that people can really use and value without asking for anything in return.

Seriously, give away your knowledge. By doing so, you will gain their trust and confidence; however, this will not work if your presentation is just a poorly disguised selling point. This will only increase your audience’s defenses.

What are you talking about in these presentations? The key is to think from their perspective: what worries them about sleeping at night? What do you want most in life? What can you share that will immediately improve your lives? Don’t just throw in information to show how qualified you are or how great your product is. To earn their respect and trust, you need to really value them.

While live presentations are still a good way to connect before the first call, they are time consuming and reach a much smaller group of potential customers than other methods.

Related: 4 tips for mastering cold calling (and how not to upset potential customers in the process)

Make custom videos

Years ago, in my real estate business, I started sending potential clients a series of short videos that explained every part of the process and what to expect before meeting them. I shared my knowledge about things they may not know about real estate and what they should look for. I also gave them the latest market updates.

In doing so, my clients felt that they knew me before they met me. They could see, hear and feel my energy. They could see how they got value from me, even before they were directly related to me. This led them to love me and trust me. He armed them with good information and helped them feel comfortable in our first meeting.

I created some of the videos so I could use them for any customer, but I also made custom videos specific to each customer and their situation. That way, before I showed up at their door, they knew I would make an extra effort for them and that they weren’t just a number for me.

Related: Why do you need a cold call?

Write a book

I know you’re probably thinking, “Are you crazy? Me, writing a book?” Writing a book may seem impossible, but is it really? No need to write a massive 300-page novel. Even a short 30 page book can be a great introduction though it’s well made, looks professional and offers great information, and it’s not just a sales brochure anymore.

Being an author gives you instant credibility. Establishes you as an authority in your field. When someone reads your book, they know that you are highly qualified even before you open your mouth.

A divorce mediator I know wrote a short book that offers tips on the legal process as well as the emotional roller coaster that people can expect during divorce. She gives the book away for free to marriage counselors (a great source of reference for her) so they can keep it in their waiting rooms. A financial planner I know created a free step-by-step checklist for people who have had a family death, what to do, and all the documents they need to find. He offers it free of charge to people in his business organizations and his church. The result? They both find that books go through this and end up bringing in customers they have never interacted with.

Cold calling is stressful because people usually start on the defensive, without wanting to be “selling.” You just have to be more discriminating with the help you render toward other people. Instead, try to warm up these cold calls early and share your knowledge and knowledge, and see how much easier sales can be.

Related: 5 cold call myths that keep companies in the matrix

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