I’m sure you’ve never opened up a cold call this way (right?). I’ve yet to meet someone who sold a retirement plan over the phone. The goal of your call isn’t to sell a plan; it’s to get a meeting.
Last week we talked about the first step to making cold calling a little “warmer” – personalize your call list. Now, let’s talk about the initial call. Most often, it’s where you’ll meet the most opposition.
It’s so important to remind yourself that horizontal cold calling is a no-pressure approach – you’re simply gathering information. Your focus should be on the prospect – the initial call is NEVER a time to lay out the laundry list of services and recognitions your firm has – you’re just setting the stage for future discussions and, hopefully, a meeting.
For the initial call, establish a template for your discussion.