Very few of us like to cold call, so how do we figure out if we need to cold call at all?

It’s really a pretty simple process as there are basically only four ways to get an Initial Meeting with a suspect. They are:

1. Marketing campaigns that get people to call us to ask for a meeting
2. Networking
3. Referrals
4. Cold Calling

To figure out if we need to cold call (and how much if we do), follow this formula:

1. How many Initial Meetings (IMs) do I need in a year? (You can use our Activity Calculator (free on our website www.caponipg.com/books-info.htm)
2. From that number, subtract the following:
   1. The number of IMs we get from marketing programs
   2. The number of IMs we get from networking activities
   3. The number of IMs we get from referrals
3. Whatever gap there is between the number we figured in step 2 subtracted from the result in step 1 is the number you’ll need to fill with cold calling. There is no other alternative.

Two last caveats –

1. Cold calling works best when you do it on a consistent basis, so figure out how many you need on average and do some EVERY week
2. Marketing, networking and referrals can sometimes not generate what we expected, or an economic downturn can cause us to need more. Make sure you’re looking at your results each week to see if you need open the Cold Calling spigot to make up the difference – did I mention there is no other alternative?

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