Warming Up Cold Prospects
Cold calls - some people are terrified of them, and some swear they're a great way to get customers.
But picking up that phone can be tough for a lot of people. Putting that receiver to your ear can feel just about like you're sticking your head into a tiger's mouth. Feeling like that is just not a great way to start a business call.
What if there was an alternative? What if there was a way to "warm up" that prospect?
Fortunately, there is.
Tell them who you are and what you do
I have a simple suggestion: warm them up with a letter. Not a "hey-buddy-how-you-doin'" letter. Instead, a business to business direct mail letter that tells them who you are, and even answers an objection or two.
Doing this warms up the prospect more than you may realize. In your letter, they'll learn a few things about you. Things like:
- Your name, and what you do.
- Why you're contacting them, and what you think you can do for them.
- That there are good reasons to do business with you.
- That what you offer will help them, and/or their business.
- The answers to your most common objection or two.
- Include a call to action.
Get a great response - use a pro
If you aren't comfortable writing letters on your own, there is a very easy solution: hire a professional copywriter. An experienced copywriter will be able to fit all the above, and more, into a one-sided letter.
Warming up the prospect doesn't end with writing a letter, tossing it in the mailbox, and praying for a call. While the letter is important, there is a process to follow to help the letter do it's job. That process, while simple, is at least as important as the letter.
A simple process to getting more appointments
Here is how the letter fits into the process:
- Compile your prospect contact data, and write a letter (or have it written by a copywriter - highly recommended).
- Print and send out a limited number of letters each week. Limited because you'll be calling the recipients, and you can only make (or only want to make) a limited number of calls during your marketing time.
- Mail them to arrive on Tuesday if at all possible. This way, you can call them on Friday, or the next Monday - but not later.
- Keep a copy of the letter in front of you as you call.
- Enjoy the increased number of appointments.
Plus, you've answered an objection or two that they were likely to have. So, at this point, they're "warmed up." They may not be interested in or need what you have to offer, but they know at least what you do and why you called.
A small cost with a great return on investment
I wrote a letter of this type for a client, and increased the number of appointments they booked from making calls from one in fifteen to about one in four. That's quite a difference. And all it took was a letter, some printing, and some postage.
Combined with some good, old-fashioned "pull" marketing (advertising that brings customers to you), this could, if properly done, dramatically increase your business fairly quickly.
That kind of result seems to me to be worth some time, paper, and postage. Try it, and let me know how it works for you - or if you need a responsive letter to send to your prospects.
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