Working the Cold Market
By Tim "Fric" 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 or the opportunity?

Third, do you have your call scripted? In other words, 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 next step, etc. It is best to have it written out as much as possible in a way that guides them 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 my upline or 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 the above script, I have done several things. I have repeated his name so that I can embed it in my mind and so that John can hear it. We all like to hear our own names. I have also directed the conversation and told John that I am looking for someone in particular. He has to tell me about himself before I decide to share information with him. I also told him that this may not even be for him... in essence saying it's OK to tell me no, because I may tell you no too.

I will spend the majority of the call on him personally, by finding out what he likes, doesn't like and what he does for a living, etc. My goal is not to find something to "use" against John, but rather to connect. The best thing to do there is to ask the question and shut-up. Ask follow-ups like, "Why is that?" or "Can you say more about that?"

Ask open-ended questions when asking about the prospect and ask more narrow, specific questions about the products/service and the opportunity. For instance, ask what they like best about where they live or what they would do if they could do anything. When asking about your presentation or what they have seen/heard so far, NEVER ask, "What did you think?" They haven't seen enough in most cases to have an informed opinion yet. Ask instead, "John, what one thing did you like best about that?"

The goal is to get them to tell you what they are looking for. Again, not so you can zero in on it to recruit, but to see if you can John can work together. If your visions are a match, or at least compatible, GREAT! If not, wish John the best and send him on his merry way.

As Doug Firebaugh says, "This isn't Net-BEG Marketing."

Don't beg your prospects to join you for several reasons. The things that go through the prospect's mind in these situations are usually something along the lines of...

1. If it's so good, why are you begging?
2. If you have to beg, you couldn't possibly help me achieve my goals.
3. I can't beg people to join this scam!

Remember that you are the one with something of value. If you "have the deal" as Jeff Combs says, then they are the ones that will come to you. Not the other way around.

Remember these things and you can begin to master success in cold calling.

This is a quick primer on cold calling. Later this Spring, SuccessManiacs will be releasing a new tape set called Prospecting on a Budget by Fric and Frac that will teach you some ways to prospect inexpensively and what to do with them once you have them.

Thanks and have an OUTSTANDING day!

Tim "Fric" Johnson
Fric@SuccessManiacs.com
http://www.SuccessManiacs.com

© 2002 Tim Johnson. All rights reserved. You may reprint this article as long as it is reprinted in its entirety, from the headline to this copyright and reprint statement. For information on booking Fric and Frac for a Conference Call training or a live event, email Fric@SuccessManiacs.com.