Heat Up Your Cold Calls

Just imagine you have direct connections to 1.9 million people.  Do you think that would make you more successful at finding prospects and getting them to take and return your phone calls?  It certainly would.  How do I know? I've spoken to the professional who has these connections.   Even better, you can use his strategy to increase your success at reaching prospects. 

What can I do? Marc Freedman, a partner at FutureVision Consulting (http://the-future.org/), uses LinkedIn (www.Linkedin.com) to get connected to his prospects. LinkedIn is an online business network of executives and professionals.  LinkedIn operates on a referral basis and allows you to send requests to friends of friends.  Think of it as an online Rolodex-and a huge one at that.  With 2.1 million members, it's three times as large as all the other online networks combined.  Freedman has the 10th highest number of contacts on LinkedIn.  He has 2,600 direct connections to 1.9 million people on the network.  As a result of his online network, Freedman doesn't cold call and has no marketing expenses to buy lists to reach contacts. He simply uses LinkedIn to get a warm introduction to people he wants to meet. 

Here's how Freedman uses LinkedIn.  First, he runs targeted searches to find executives by industry or in a particular company.  He reads prospects' profiles to learn more about their professional experience and personal interests.  Then he uses the information to customize his requests to contact them.  He's used this strategy to connect with prospects all over the world.  He's even reached a Senior Vice President at Disney to discuss a project he had in mind.  He says, "Salespeople can skip the entire cold call process using a tool like this."  They'll have greater success, too. 

Build it so they can come... to you.  Freedman took about a year to build his network.  He approached it like a business and systematically added his contacts.  He began by using LinkedIn's tools that read his Outlook addresses and emails.  Next he downloaded the names and transferred them to the LinkedIn contact list.  He was then able to invite his contacts to become part of his network.  Then he added people he knew from other business and social organizations, including alumni groups.  He says, "I enjoy networking and connecting people.  While it is fun to make new friends and acquaintances across the world, it is still all business.  LinkedIn gives me an unbeatable executive database.  Like any business asset, it doesn't do you any good if it's not being worked.  If you put in the time, it will pay off."   Freedman recommends starting by connecting to the people you already know.  After you build your network, you'll have others ask to join your network.  You may be contacted by people you don't know.  You may wonder if you should include them in your network.  Freedman does.  Why? He says, "Do you screen the people you give your business card to? You're trying to make it easier for people to find you, not harder." 

Pass it on.  His resourcefulness pays off for him and he willingly helps others.  He gets 20 requests a day to make introductions via email.  He says, "I forward 95% of the requests I get to my network of contacts."  What does he suggest? Provide a concrete benefit or offer.  Think of giving, not taking.   Freedman suggests that business-to-business salespeople offer newsletters or white papers that would be of interest. Then personalize the email request by studying the prospect's personal profile on LinkedIn.  What requests won't he send on? Freedman says, "LinkedIn is for business people.  If requests are not professional, I won't forward them.  Poorly written emails with spelling errors are unprofessional."  He also won't forward informal requests like "Hi, Chuck.  Give me a call."  Freedman says, "You're talking to an executive who doesn't know you.  Show some respect.  Think of the email like a business letter."  He turns other requests down because they're inappropriate.  He says, "Complaining to the CEO about a product problem is directing the complaint to the wrong person." 

The thought of making more cold calls may be leaving you cold.  One way to get warmed up is to create an active online network.  It's another way to get warm prospects, too. 

Maura Schreier-Fleming, author of Real-World Selling for Out-of-this-World Results, writes The Selling E-Letter^TM. The Selling E-Letter is a semi-monthly subscription service for sales professionals who want to close business faster.  For subscription information, contact info@bestatSelling.com. Have her speak at your next meeting or conference.