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282 Part V: Winning and Keeping Customers

Warming up cold calls

Those who make them and those who receive them seem to share an equal
aversion to cold calls. Prepare for a warmer reception by turning your next
cold call into a referral call or a networking follow-up.

Try breaking the ice by mentioning a previous encounter with the prospect (I
appreciated the ideas you shared when I met you at the Chamber after-hours
event last Thursday. . . .).

Or open the door via a referral from a mutual acquaintance, as shown in the
sample script in Figure 17-3.

As an alternative, try making a research call or visit before initiating prospect
contact. Explain to the person who answers the phone or greets your arrival
who you are, that you’re just collecting information for future use, and that
you’d like to learn the name of the person who handles purchases of whatever
kind of product you’re selling. Collect the information, along with the name of
the person you’re talking with. Then when you contact your prospect you can
approach the call as a referral: Bob Jones shared your name when I visited your
office last week. . . .

Each time you initiate contact by telephone (or for that matter, via e-mail or
in person), know your goal and stick with it. Most likely you’re calling to ask
for an appointment, not to make a sale.

Keep your aim in mind and don’t derail the effort by launching into a product
pitch. Keep the call short. Be friendly and professional. Make your message
clear. And keep calling until you get through — not just to voice mail but to
your actual prospect.

Figure 17-3: SAMPLE PHONE SCRIPT: Mr. Smith, this is Jan Use of
Using a Jones with Neighborhood Bank. Jim Brown of Reference
referral Brown & Black Accounting is a customer, and he
warms a suggested we meet. Convey
cold call Customer
Perhaps he’s already shared my name with you. Benefit
and paves We’ve just introduced a comprehensive business
the way banking package that lets you earn interest while Assumptive
for an receiving a wide range of benefits and services. Approach

appointment I’d like to set a 20-minute meeting to explain the
request. offering. Would later this week work for you...