Cold Calling
With my internship soon coming to an end, Gary asked me if there was anything else I’d like to learn. We spent our last two meetings talking about outreach without cold calling and how to deal with rejection.
The only definition I knew of “cold calling” was when the teacher would randomly select me to answer a question I didn’t know the answer to in class (also known as the #1 cause of anxiety). When I told Gary this, he laughed, and that’s when I discovered that the term comes from people receiving actual unsolicited phone calls. Gary explained how he hates getting cold calls - they’re just advertisements with little meaning. So how does J2 make their “advertisements” meaningful?
Like the running theme of getting to know your clients and knowing them as people rather than business, cold calling is no different.
Identify the individual you want to reach out to
Create a “hit list” of 20
Prospective clients, referral sources, influencers in the business
Every month
Research that person
What can we connect with them on?
LinkedIn, Google, Facebook, etc.
What do we have in common?
How will we connect with them
Look for mutual connections for introduction
Also look for mutual commonalities (same universities, something the person has accomplished, unique benefits both of you offer to people, something that excites you about that person)
Create a schedule
Takes 7 tries to get someone's attention, look for creative ways each time
This last point segues into the “creativity” that J2 explores when connecting with these people. Take a look:
Being introduced by a third party is a good way to start
Transference of trust
Social media engagement
Common interests
Research is important because you’ll use it here
With cold emailing and spam, you don’t know them
Focus on the connection/mutual commonality, not selling your product or service
Spam is selling
Cold emailing - how are you supposed to connect?
Post cards or letters!!!
Catchier, but can be impactful
Send a FedEx package, people will open it
Call in and talk to the receptionist to get personal information: What is their favorite food? Give them the gift card
Example: Basketball player? J2 bought 1 Nike shoe and sent it to them and FedEx-ed the 2nd shoe - shortly after, they called to follow up the kind gesture
10 FedEx package deliveries in 10 weeks
Not sales like, it was unique!
Phone call
Evaluate plan
Reflect: What can you get better at?
DON’T GIVE UPPPP be persistent
As long as you’re adding value to them, they will see that
I was shocked when Gary was talking about the FedEx deliveries LOL imagine being sent such great things! I asked if they thought it was annoying, and Gary said yeah, but it’s always worth the effort.
