Working the Cold Market Part 1

By W Timothy Johnson

I believe that you treat your "cold" leads just like you do your "warm" leads, as if they are a friend, one you haven't met yet.

I like a simple approach. First, what is your goal of the call (assuming the first call)? Is it to get an appointment to meet (if local leads), to send literature, get on a recorded overview, get on a live call, 3-way with a third-party, interview for compatibility?

Second, what is the essence of your offer? Is it products, services or an opportunity?

Third, do you know what your first several lines are going to be? After the first few, it can go in several directions, not interested, not now but call later, interested in the next step, etc. Have it written out as much as possible in a way that guides you through the process.

I like to lead with the opportunity. I will call and say:

Me: Is John in?

John: This is John.

Me: John, you don't know me, but this is Tim Johnson from Louisville, KY. The reason I am calling is because you looking to create some change in your life and lifestyle at one time. Is this still true?

John: Yes it is. What's it all about?

Me: Great! John, I won't take a lot of your time today. Basically, I'd like your help. Can you do that?

John: Sure.

Me: John, I enjoy the freedom of being in business for myself and I am looking for 5 key people right now that I can lock arms with and partner up to create some freedom for them too. John, this may not even be for you, and that's OK. But I'd like to take a few minutes to find a little bit out about you to see if you're the kind of person I am looking for...

Does that sound fair?

John: I guess so.

Me: Great!

Now I go into some questions about family, job, where he lives, what he does for recreation and what his goals and dreams are. If I like what I hear, I will invite him to listen to a 3 minute overview call, a 3 way with a partner or to a conference call.

If I don't like what I hear, I can offer to send an email with links to my site and the corporate site so he can investigate on his own. If he is really interested, he will call back and we can see of things would work.

In Part 2 we will analyze this call and see what I did how it really worked.

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