Perhaps you’ve made a start on calling around and then following up a few sales leads, but you don’t feel like you’re making much progress. The companies you’re after aren’t getting in touch, and the work you expected isn’t forthcoming.
If that’s the case, you may need to focus on your recalls. We’ve mentioned this already, but it is critical to the sales process.
Anyone can make a first cold call. But it is the second call, and the third call which, if handled right, can build relationships. Good marketing is not about just getting a single sale: it is about building relationships and trust that bring repeat business over the long term.
When you call, ask politely if this is a convenient time to talk. If the answer is no, accept it. But also ask when would be a good time to call back, and make sure you call back at that time. That way, you have a reason for calling, which is that the potential client themselves suggested it. You have also taken a first step towards showing that you are someone they can trust: you agreed to phone at a certain time, and now you are doing so.
It may seem very small, but it matters. It is the beginning of a dialogue, and of a relationship. You can then build this in to your follow-up letter or email.
