Why You Should Make your Cold Market Prospecting Less Formal

When it comes to Cold Market Prospecting, you don't want sound like a stranger.  Yea…I get it, you may BE  a stranger, but you don't want to sound like it.

One of the most important things you can do to get better results in your cold market recruiting efforts is to sound like a friend or a familiar voice.

This particular tip is EASY to apply and FOR SURE will get you far better results when it comes to cold market prospecting than most people do.

Let me ask you a question.  If a friend calls you, you take the call, right?  Why?
Because you KNOW them.  You're familiar with them and recognize who they are.  It's a familiar voice.

On the other hand, if it's a stranger calling, you're already on the defensive, aren't you?
Who is this person?  Why are the calling me?  I don't know them.  What do they want?

Getting results with cold market prospecting requires you being less formal and sounding more like a friend.  In fact…thinking in your mind that you are already their friend is the starting point.

What if you called a stranger and talked with them as if they were already your friend?

How might that be different than what you're currently doing?

They'd very likely be more open simply based on how you sound.

Here's a simple way to make your cold market prospecting slightly less formal.

ONLY greet them by Their First Name.   If I'm calling a lead or a professional using what I teach in my recruiting professionals technique where I specifically recruit UP the socio-economic chain by going after business professionals…I NEVER use their last name.  I ONLY use their first name.

In fact…here's a couple different examples of what TO do and what NOT to do when opening up conversations with people.

What NOT to Do

Prospect Answers:  “Hello.”
You:  “Hello…may I speak with John Smith please?”  
Prospect Answers:  “Hello.”
You:  “Is John Smith in?”

If it's your intended prospecting answering the phone, they'll immediately know that the person calling them is someone they don't know…aka “a stranger” and more likely go get on the defensive before the call even starts.  On the other hand…you can do this…

What TO Do

Prospect Answers:  “Hello.”
You:  “Hey John.”  
Prospect Answers:  “Hello.”
You:  “Hey…is John in?” or “Hi…is John in?”

Notice how I changed the word “Hello” to “Hey” or “Hi”.  The both mean the same thing, but “hey” is ever so slightly less formal. When you watch the video in this post, it will give you a better idea of what I'm talking about.

The LESS formal sounding you are, the better chances of you creating a connection.  The last thing you want to perceived as is either being a complete stranger (even if you are) OR being perceived as someone trying to sell them something.

You're a trusted friend that they haven't met yet.
You're friendly and nice.
You know them…even though you don't.

It may sound a little odd at first…but this works.  The more FAMILIAR you sound, the friendlier you are and the more “friend like” you come across, the easier it will be to get into the conversation.  Just don't take it too far…

I wouldn't be calling a lead and saying, “Hey Paul.  Hey Buddy old pal…How ya doin' man??”  That might be a bit too friendly and verging on creepy.

Imagine coming home from a hard day's work.  You take off your tie, unbutton the top buttons on your shirt, roll up your sleeves and put some flip flops on.  You're still profession, just a bit more relaxed.  That's what I'm talking about here.  Removing the “corporate” from the approach will get you way further along with your cold market prospecting than sounding like a sales person or someone a bit “too” on the professional side.  Be professional…just be relaxed.