Most people are familiar with cold calling, which are contacts you make by phone with potential customers who do not expect your call. While cold calling can be very effective, not everyone is comfortable with this form of marketing. For many, the preferred method is hot call. Hot calls are contacts you make over the phone with potential customers who are waiting for your call. They are waiting for your call because someone has referred you to them. Referrals are one of the most effective ways to grow your customer base and require 3 simple steps:
1. Create a list of people who can serve as a reference. Develop a list of people who are familiar with your work and can speak on your behalf. A good place to start includes the following:
• Current and former clients
• Current and former employers
• Colleagues from professional associations
• Classmates
• Participants in seminars you have facilitated
• People in your address book and mailing lists
• People in your business card holder
• Social acquaintances from community organizations
• Friends, family and neighbors
• Contacts in social networks
two. Ask for a referral and ask for the person’s direct involvement.. Ask the person if they know someone who could benefit from your products and services, and then have this person make the first contact (if they do make the first contact, it’s just another cold call). Make things easy for the person making the recommendation by developing materials that they can use to present you (eg, brochure, standard letter of recommendation). Also, make sure you get as much information about the potential customer as possible.
3. make the hot call. After the referring party has had a chance to make the first contact, follow up with the prospect and immediately provide something of value (e.g., product sample, book, newsletter, free demo, product discount, professional advice). ). This is much more effective than making a pure sales pitch and is a great way to get the person interested in what you have to offer.
