If you must

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 Insurance-Leads-Advisor.com 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.