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Life Health > Running Your Business > Prospecting

The single prospecting approach that pays

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No More Cold Calling

Picture this: A financial advisor is cold calling with zero success. He decides to narrow his focus and attract only prospects in technology professions. He enthusiastically begins his research. On the Web site of one of his target clients, he finds an article authored by a colleague.

He contacts the colleague — who agrees to refer him and introduce him. The advisor makes the connection and closes the sale in record time!

I say to him: You now have proof that referrals work. You won’t cold call anymore. He tells me he is still going to cold call — despite the current, in-front-of-his-face referral-selling success! My regard for him takes a dive. Why would he continue to cold call when he gets a new, quality, ideal client — in his target market — immediately, through a referral? If you have a clue, let me know. I’m dumbfounded.


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