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Be honest: do you really like cold calls? Personally, I haven’t and never had. Early in my real estate career I studied all the cold calling tips – do your research, script, rehearse, be confident, get out of the sale, yada yada yada. And after doing all that, I still hated it.
But then I figured out how to turn a cold call into a warm or even a hot call where the customer was ready to sign the dotted line before I even showed up. Wouldn’t this make your life a lot easier? To take the pressure of “selling” to someone who doesn’t know you from Adam? Wouldn’t it be wonderful to walk into a room with potential customers who already have a good impression of you and what you have to offer?
I teach this to all my students, and when they apply the techniques they are amazed at how fast their customer base grows. Here are some ways to make this happen.
Use informative presentations
Giving presentations to social or business organizations as an introduction to potential customers has been used by entrepreneurs for decades. The key is to make sure you’re sharing good information that people can actually use, and to provide value without asking for anything in return.
Seriously, give your knowledge away. By doing this, you gain their trust and confidence; however, this won’t work if your presentation is just a thinly disguised sales pitch. That will only strengthen your audience’s defenses.
What do you talk about in these presentations? The key is to think from their perspective: What worries keep them up at night? What do they most desire in life? What could you tell that would immediately improve in their lives? Don’t just throw information away to prove how qualified you are or how great your product is. To earn their respect and trust, you have to give them real value.
While live presentations are still a good way to connect before your first call, it is time consuming and reaches a much smaller group of potential customers than other methods.
Related: 4 Tips for Mastering Cold Calling (And How Not to Annoy Leads in the Process)
Create personalized videos
Years ago in my real estate business I started sending potential clients a series of short videos explaining each part of the process and what to expect before I meet them. I shared my knowledge about things they may not know about real estate and what to look out for. I have also given them the latest updates on the market.
By doing this, my clients felt like they knew me before they met me. They could see me, hear me and feel my energy. They got to see how they got value from me even before coming into direct contact with me. This led to them liking and trusting me. It armed them with good information and made them feel comfortable during our first meeting.
I made some videos so that I could use them for each client, but I also created personalized videos specific to the specific client and their situation. This way, before I showed up at their doorstep, they knew I would go the extra mile for them and they weren’t just a number to me.
Related: Why Do You Need Cold Calls?
write a book
I know you’re probably thinking ‘Is she crazy? Me, writing a book?” Writing a book may seem impossible, but is it? You don’t have to write a huge 300 page novel. Even a 30-page short book can be a great introduction if: it’s well done, looks professional and provides great information – and isn’t just another sales brochure.
Being an author gives you instant credibility. It establishes you as an authority in your field. If someone reads your book, they’ll know you’re highly qualified even before you open your mouth.
A divorce mediator I know has written a short book that provides tips on the legal process, as well as the emotional rollercoaster that people can expect during a divorce. She gives the book away for free to marriage counselors (a great source of references 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 death in the family, what to do, and all the documents to find. She offers it for free to people in her business organizations and in her church. The result? Both discover that the books are passed around and eventually bring in customers they’ve never interacted with before.
Cold calls are stressful because people usually get on the defensive and don’t want to be “sold”. You have to gain their trust, prove your qualifications, show you understand what they need and explain what you can do for them in what seems like nanoseconds. Instead, try warming up those cold calls ahead of time by sharing yourself and your knowledge, and see how much easier selling can be.
Related: 5 Ominous Myths That Keep Businesses In The Matrix