3 things you should know before cold-calling

Work through the daunting necessity of lead generation with these three tips from a first-time cold-caller.

As a freelancer, I needed clients. And the cheapest, easiest, most efficient way to go about this was cold-calling. 

I’d much rather design a print ad and send a mass mailer but I decided that would come later -- perhaps as a supplement to direct calling. So I tried calling on my lunch hour. My script was simple enough, and the call to action was either a registration on my site, collection of email, or follow up call. A lot weren’t interested, it’s true. Even with uninterested parties, value can be found. So my first takeaway was to make contact.

1. Make Contact

Find a Network Node.

These are contacts that have connections to and clout with a large clientbase. Network nodes can be accountants, with access to a client list startups or photographers with access to a client list of bride/groom-to-bes. 

Two recent contacts have taught me that unexpected nodes are all over the place. One connection went like this: I reached out to a non-interested non-lead that connected me to someone who could previously be defined as a competitor. Now, they are a potential partner. Another has access to a steady stream of desired clients. So don’t be afraid to call that business or take that meeting.

Now, the non-valuable calls. Call after call, I noted that the potential clients were kind enough but I wasn’t getting any traction. And with only an hour in the day and a few minutes before and after work, I couldn’t spend the time I needed to get one single client.

2. Outsource

If you’re not going to make the call, pay someone else to.

A small business needs effective lead generation, especially in its infancy.

The refrain I most often hear concerning young businesses is that a large percentage of them fail in the first year. This has absolutely scared me into prioritizing lead generation. 

The cheapest and most effective way to do that is cold-calling. Cold-calling seems to have higher return than anything else I’ve tried: Facebook messaging, Facebook/Instagram Advertising, rudimentary SEO, Social Media posts, Directories, emailing, etc. I started out doing the calling myself then I quickly realized that wasn’t an efficient plan. For one, the process was slow as there were a lot of no-answers and I couldn’t get in touch with point-people. 

The digital age is amazing. Press the on button on all kinds of processes to make your life simpler. An easy way to develop a database is to hire a professional on Upwork. This keeps costs low and opens up the hours for you to strategize and produce. My first hire had an hourly rate a bit too high for my liking, so I paid per call. The contractor flew through 500 calls in under a week.

Now I had touchpoints scattered throughout my target market without me ever having to pick up a phone. 

Spring for a Basic Podio plan to keep track of these leads, and get a Google Voice number for your contractor. Now, the principal’s only touchpoint is when the potential client is very close to a deal. If you find a reasonably-priced and effective cold-caller, leads will travel through the funnel quicker and deals will close faster.

3. Simplify

Make sure your lead scoring is simple and effective.

Cold, warm and hot is all I’ve needed so far. Onboarding is only done after a Hot Lead turns into a Client. I’m only actively interfacing with the lead while in the Hot stage. This streamlines the process and ensures time isn’t being wasted on warm leads.

Even though you’re streamlining, don’t neglect follow-up tasks. A warm lead can slip quickly if not given the proper attention. 

Bonus Tip: Take Heart

Negative reaction is a given but a surprising amount of people have been appreciative of my call while also not remotely interested in the product. So this pleasant finding has led to repeating the company name a few times during the call and hoping for a referral. 

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