Calling once, calling twice, and circling back again
It’s the most dreaded of duties. And if it’s done at all, it’s usually done poorly.
I’m talking about lead follow-up. Whether by phone or by email, follow up often means rejection. And, no matter how much self-esteem you have, rejection has a sharp bite.
It’s hard to cold call. It’s hard to cold email. Even when someone has opted in to our newsletters or downloaded an eBook – it’s difficult to call and ask about their level or interest, ask to set up an appointment, ask for further engagement.
It’s better to offer than to ask. And, be prepared to make multiple offers of something of value that helps them.
You can get everything in life you want if you will just help enough other people get what they want. – Zig Ziglar
I listened to a podcast producer talk about his process and approach to booking guests. His strategy, energy, creativity and persistence is a great model for sales and marketing people.
Give a listen – the producer’s name is Steve Cohen. He is the producer of the James Altucher podcast. He’s been rejected by Paul McCartney, Taylor Swift, Bernie Madoff and Barack Obama. He’s booked PJ O’Rourke, Kareem Abdul Jabbar, Dr. Oz, Jordan Peterson, Tony Robbins, Tyra Banks, and more.
There will always be people who say no. There will be people who say yes. We have to make the call, make the ask, to get to “yes.”
I’m sure Cohen is aided by his sincerity and his curiosity. He has a strategy and he often repeats the Zig Ziglar quote, “You can get everything in life you want if you will just help enough other people get what they want.”
Provide value. Be present.
Think in terms of what’s in it for them.
I love his creativity. He knows that it may require several attempts on his part to convince the subject or convince and get past the gatekeeper. He approaches the task by looking to help them get what they want. He continues to look for ways to provide additional value and keep his communication personal and fresh.