“They must not be interested because they won’t return my call.”
Just because someone doesn’t return your phone call or email doesn’t mean they can’t be a future customer.
My ‘cycle’ for cold calls is 4×4x90. What that means is that I will make four attempts, every four days, and if I don’t get through, I will recycle them for ninety days and try again. I always leave a voicemail and on the fourth attempt, I will leave what I call is a ‘move-on’ message. In that voicemail, I will professionally convey the message that this will be my last attempt for a while, so if they have been meaning to call me back, now would be a good time. I get more calls returned from this message than all my other voicemails combined. As a matter of fact, it has been so successful that I have reduced my cycle from five attempts to four. Why waste the time for the extra call?
Here’s the lesson, though. When I ask people why they returned this particular message, the response is always the same. They tell me that they did want to speak with me, but that they were busy and figured sooner or later I’d get lucky and catch them. It was the sense of urgency that made them return the call. The point is that just because they are not returning your calls, you cannot assume that they would not be a potential future customer. Don’t give up on that name. For more information on this topic, see my February newsletter. I’ll expand on this a bit more.
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