With the rapid increase in the use of social media to communicate, we are forgetting that the telephone can still be an effective marketing tool. Used poorly however, it can have exactly the opposite effect. I strongly recommend that you do not do cold calling. All of the people I surveyed said they hate receiving cold calls so why would you do something annoys people.

So you ask, “How do I find new customers if I can’t cold call?” The type of call you want to make is a warm call – a call that is generated from a lead. These can be obtained through networking, attending charity events, association meetings and trade shows, asking cross-promoters, clients or peers. The greater amount of information you have on a prospective client, the warmer the call will be. Using the name of your referral source also increases the warmth of the call. The purpose of a warm call is to gain permission to send your information. This is a very soft sell approach. Don’t expect or even try to sell your prospect during this first phone call. Remember, building relationships takes time – go slowly and do not be aggressive.

To ensure your calls go smoothly remember that:

• First impressions are very important so remember to do your homework! Know as much as you can about the company and/or potential customer and their needs & wants. The Internet is often an easy and convenient source of information.
• Be prepared. Write down what you are planning to say before you pick up the phone.
• Introduce yourself (first and last name) – tell them how you got their name.
• Be concise and give a brief reason for your call.
• Ask permission to send an email or package with more details.
• Follow by emailing or sending your package the same day as the call.
• To maintain control of the call, avoid leaving messages. If you are having to call numerous times and can’t get a hold of your prospect you may want to block your number on a call display phone by pressing *67. If you feel you must leave a message, you should say, “I’m sorry I missed you. I will try to reach you later today, this week, next week, etc.” Leave only one message to avoid sounding desperate or annoying.

Using your phone effectively will save you valuable time and increase your productivity!

Written by Lori Colborne, President - LSL Marketing Consultants
Lori Colborne is an international speaker, consultant & author of “Innovative Marketing Made Easy!