Cold calling is the least favorite way of prospecting for most advisors. Those who can, avoid it altogether. But if cold calling is a necessity, there are ways to do it well. Brian Maroevich of offers these tips for cold calling:

  • Make sure the list is up to date.
  • Know what you are going to say and what objections may arise.
  • Smile like the person is in the room with you. Smiles can be “heard” over the phone.
  • Get to the point.
  • Know the business you are calling.
  • Know who you are talking to.
  • Acknowledge their time constraints.
  • Make a guarantee.
  • Confirm the appointment.

Maroevich says shortcuts are appointment killers, so practice the activities that feel least comfortable. His best advice is to graduate to a series of prospecting letters as soon as the budget allows and leave cold calling behind for good.