Upstart Agent

10 Cold Calling Tips

Jul 23, 2008 Marketing

Most agents and sales professionals dread the thought of cold calling, which is known to most as picking up the phone and trying to desperately solicit some business. Many swear that could calling doesn’t work or that it’s an ineffective use of time and effort.  While I think that technology and networking might be more beneficial than cold calling, it is still possible to generate quite a lot of business from it if done right.

To help you become better at cold calling and to make use of the telephone as a source of business, here are some cold calling tips:

1. Try Warm Calling: Warm calling is calling people you already know - past clients, people you’ve networked with, your neighbors, your relatives, open house visitors, etc. It’s much easier to talk to people you already know or have met. You also don’t have to worry about getting in trouble for the Do Not Call List. If you’ve exhausted this list, you may even want to consider sending your prospects a brief note, market update, or brochure and then call with a follow-up call.

2. Offer Something: If you call and just ask them “would you like to sell your house?” then chances are they’re just going to say no. But what if you offered them something instead?  Offer them a gift card for a free market analysis or a discount book you’ve put together. Maybe for a limited time you’re offering a $1000 commission discount, would they or anyone they know be interested? (Make sure you check with your broker first!) Be creative, it doesn’t necessarily need to be expensive to get them interested in your free offer.

3. Lose the Script: Sure, it’s good to have something prepared to say, and maybe even rehearse it before. But scripts make you sound like a robot. You might as well have an automated calling service with a recorded message if you are going to use scripts for cold calling. Believe it or not, people have heard all the scripts. And they’re not too appreciative of them.

4. Ask Open Ended Questions: Open ended questions help make cold calling more successful. Instead of asking, “Do you know anybody who wants to buy or sell a house?” try asking “Who do you know?” or “How much would your home need to be worth for you to consider selling it?”

5. Watch your timing: Certain times of the day may be better than others for cold calling, depending on your market. You may want to try calling in the morning or late afternoon or even the evenings, but be careful not to be interrupting people’s dinners - they will be irritated.

6. Go Face to Face: If possible, it’s better to see your prospects face to face than simply over the telephone. You can try door knocking (make sure you check to see if you need a permit!) or visiting area businesses that may be a good source of networking and referrals. Seeing someone face to face will often give them a longer lasting impression.

7. Be Energetic and Positive: Not everyone is naturally good at cold calling, and many people are downright terrified at it. Try to stay upbeat and force yourself to smile while you’re on the telephone. The people you call will be able to sense your positive energy and more receptive of whatever it is you’re offering.

8. Aim for an appointment: You’re obviously not going to sell a house over the phone. Remember the goal is to get an appointment. Most suggest asking things like “Is Tuesday afternoon or morning better?” then asking the generic “When would be good for you?”

9. Ask for Email: Cold Calling can be a great way to beef up your email list. Most people if you’ve talked to them for awhile, will not hesitate to give you their email address, since this is the least invasive form of communication.

10. Track Your Results: Keeping track of who you call, what you called about, what you talked about, their general news (Suzy turned 10 last month), the date and time you called, it will help you see what progress you’ve made through calling and help you stay on track for following up.

What are your thoughts on cold calling? Have any cold calling tips you’d like to share? Feel free to leave it in the comments below.

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