Take the Chill Out of Cold Calling

January 15, 2020

"Pain is weakness leaving the body." If your weakness is cold calling, here are five practical suggestions to make it less painful.
 

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Video Transcript

When I think of winter, I think of cold temperatures, ice and snow. In sales, nothing says winter like cold calling. Maybe the term cold call came from the frigid responses sales people get. Or, the chill that goes down their spine waiting for someone to answer the phone.

Making a cold call isn't easy. If it were easy, then all insurance agents would do it. We had a saying when I was in the Marine Corps, "Pain is weakness leaving the body." If your weakness is cold calling, here are five practical suggestions to make it less painful.

First, know why you are calling in the first place. The purpose of cold calling is to open a dialogue and establish interest. Most good insurance agents are wired to sell. During the cold call, you aren’t trying to close. You’re trying to connect.

Second, ask great questions. Your questions will help the potential client (and you) see their situation clearer. 

Next, remain objective. Remember people love to buy. They just don't want to be sold. As a trusted advisor, it's important you remain objective. Doing so will help your prospect understand that your purpose is to help them.

Then, listen and listen more. As an agent, the more you listen, the greater your ability to understand their needs. By listening you keep the focus were it should be: On them.

Lastly, take good notes and keep in touch. They may be a long-term lead. So, it's important to keep good notes and follow up when they may be in a better position to make a change. The prospect will appreciate your periodic quick calls to check up on them as well.

If you ask 10 insurance agents what's the most difficult call to make, nine of them will say the cold call. The 10th didn’t answer because she was closing a sale.

But, think of cold calls like treasure hunting. Commit to improving your process, and your cold calls will seem, well, less frigid.

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