4 Sales Starters to Warm Up Your Cold Calls

The old saying is true…

People like to do business with those they know, love, and trust.

Sadly, that means when you’re approaching a business owner about advertising on your radio station – and you’re not his best friend or brother in law –  you’ve got your work cut out for you.

So before you make a cold approach and go for a one-call sale, take some time to swing the odds in your favor by turning that cold prospect into a warm one.

Here are four ways to warm up your prospect and start your sales interaction off on the right foot:

Start off as a Customer

This one’s easy.

Want to become someone a business owner loves?  Become their customer.

Granted, this is easier to do with restaurants than it is with car dealerships, but you get the point.

Get takeout or go to happy hour at different restaurants.  Introduce yourself to the manager and pay them an honest compliment.  Tell them you love their food or drinks or atmosphere.  Whatever.

Do the same thing where you get coffee or smoothies or do your dry cleaning.

Build a connection through the commerce you do with business owners and when it’s your time to pitch your wares, they’ll be all ears.

Start off as a Connector

Can’t become a customer?  Maybe you don’t need a car or you just had your roof replaced.  You don’t have to keep shelling out big bucks just to get in with an owner.  You can also become a source of referrals.

You can say something like, “Hey, I’m running around town meeting people all day.  How do I know if I’m talking to someone who might be a good match for you?”

Then, keep an eye out for what they’re looking for.

You know how in the movies there’s often that one character who, when someone else needs something, chimes in and say, “Don’t worry.  I’ve got a guy.”

That’s who you need to be, the person with “the guy.”

Then, even if the owner doesn’t become an advertiser, maybe he’ll return the favor and introduce you to someone who will.

Start off as a Listener

I once heard a speaker say that everyone walks around with a sign on their forehead that says, “Make me feel important.”

If you do nothing else, master the art of this one skill – making other people feel important.  The best way to do that is to just become interested in them.

You don’t have to conduct some intense interrogation, but people – especially business owners – love telling their story.

Look for opportunities to find out things like how long they’ve been in business, all the changes they’ve seen in their industry, how they got started, etc.

Then, just listen.  Intently.

As we discussed in the article on WII-FM, they are the stars and the heroes of their own epic story.  Make them feel like it.

Start Off as an Encourager

Business owners live and die by the reviews their businesses receive.  From Google and Facebook to Yelp, Home Advisor and others, a couple of bad reviews can tarnish the online reputation of any business and put a huge dent in their bottom line.

Worst of all, it’s usually the critics hiding behind their keyboards who are most likely to leave reviews (Negative ones!) while the thousands of good experiences go unreported.

So, when you’re out and about and have a good experience at a prospect’s place of business, pull out your phone and leave a positive review for them.

If you become proficient on Yelp, you can make a very positive impact, because good reviews there are hard to get, and they are like GOLD to a business.

Finally, to really separate yourself from the competition, go the extra mile and send a handwritten note.

It’s one of the best ways to make your prospect feel appreciated, respected and, ultimately, open to hearing your sales pitch.

In sales, you need to do everything you can to swing the odds in your favor before you even make your pitch.

Implement these sales starters in your own career and you’ll turn those cold prospects into warm ones – and maybe even make the world a better place in the process.

Pic designed by www.freepik.com.

Brent Hoodenpyle is a Texas-based digital marketing and sales specialist with over twenty years experience working with a wide range of companies to improve their digital stats and revenue.

Leave a Comment

Your email address will not be published. Required fields are marked *

Scroll to Top