Sales tips: How to turn a cold lead into a paying customer

Ever wondered how to effectively turn a cold lead into a paying customer? Read these sales tips and you’ll be on your way.

You’ve just been hung up on, declined, or shouted at at again?

Or worse, you haven’t even bothered trying cold selling, in spite of the lack of warm leads?

Why is cold calling still a thing, when it is hated by everyone and doomed to fail before it’s started?

It’s because it works, and it works efficiently.  

If you think you’ll never be able to turn cold prospects into faithful customers – think again.

Although it seems unlikely, cold leads CAN become paying customers. You just have to know how to properly connect and resonate with them.

Here are some sale tips that’ll resonate with you, I’m sure.

First of all:

Ditch your excuses, now.

Cold-lead based sales are not the past. Professionals out there still efficiently use this sales technique, while not just being forced by decreasing of targeted audience, but because they get more and more value from it.

 ‘I’m annoying to my customers.’

Wait, where did that came from? You must get self-confidence in you and your product, this problem is beyond cold calling. You must come to terms that your product is useful and needed. That way you’ll realize that you’re doing your audience a favor by reaching them out. You indeed are needed on the market!

 ‘They don’t want to speak with me.’

Come on, now. That’s simply not true. In given circumstances, almost everyone wants to hear about something on the market they didn’t know of before. Just improve your timing: seek out for mergers, sales, or other events of interest. Focus and you can’t get it wrong.

‘They already get similar goods from somewhere else.’

Hm, maybe. But you have to convince them that you are better! And you surely won’t do that by complaining or lamenting on your fate. Approach them and feel free to offer them your superior wares/services!

‘I hate cold-calling’

Now that’s the fear speaking, or contempt, or something biased like that. Free yourself from the constraints you’ve placed upon yourself and dial.

In any case, you need customers, you’ll get people in dialogue, they’ll get to say something, and you’ll get to say something. It’s simple, right?

(Wondering how sales can make you a better teacher? Find out!)


Cold Lead vs. Warm Lead

Make difference between cold leads and warm leads!

Warm leads are narrow, loyal group of customers who already know some basic info about you and your product or service, by the result of your marketing actions.

By contrast, cold leads don’t even know you exist, let alone the quality of your trade.

The thing is everything has its limits, and so do the warm leads. Sooner or later, you’ll need to tap into the vast and (seemingly) freezing pool of cold leads.

Targeting your audience carefully

Recognize your customers.

Not even a magician could sell to a customer clearly not interested in your merchandise.

It’s vital to separate those with potential to buy from those without it from the start. Maybe it sounds like it goes without saying, but this one is the worst mistake that happens too often not to be explicitly said.

Learn about the people you try selling to. Research them. And get close and personal with your ware. You’re the only link they can be connected with. You must know both well in order to make your sale. (Grab a hint about focusing on your custom audience here.)

Found the customer who you think might be a match? Excellent!

Now you, your approach, and the impression you leave are all that stands between your potential customer and a slammed door.

So, let’s now focus on the first thing you need to learn about:

Correctly Approaching Your Customer

The approach is everything in cold selling. Adjust your approach immediately before the contact with the customer

The first couple of words, initial gesture, tone of your speech, and the look on your face decide whether you’ll sell your product or not. (Check here for a likely scenario and tips how to go through it)

Don’t carry too much supporting material with you on your first encounter with your customer. You can always come back with more, if your customer gets interested. A full briefcase, a handful of pamphlets and gravely looking papers can induce the sale-resistance feeling in your leads. And that’s definitely something to avoid!

Focus on your customer!

This can’t be stressed enough. Your customer is what matters the most. Don’t base your dialogue on you or your company. Find out what your customer’s needs are. That’s how the connection is established.

Ask about them. Ask inquiring, probing questions, yet don’t be rude or invasive. Find the balance. Discover how your service or products could help them or fulfill their needs.

You can do that by thinking out your questions before the talk. That’s a smart move, but keep in mind that you want a personal contact with your customer.

The answer? Balance, balance, balance.

Start from the most general questions, and go through more and more personally-specific, butand relatable to your product.

Establish trust and act friendly. Would you buy from an egocentric/hostile/greedy person?

I thought so. Neither would I.

How to definitely mess up your cold lead

The answer is simple–you do that by following a cold-lead script.

Yes, you read correctly.

Of course, it’s not that simple. Some scripts can help you and go a long way. But some are disastrous.  And the main thing is that you don’t know which one’s which. It’s different for each customer.

Customers don’t like being manipulated or stripped off of their personality. Here are some sale tips:

Focus all your prearranging skills to the opening question. It should be general enough to provide a base for your conversation, yet relatable enough not to repel your co-speaker.

Some of the first questions should be something like:

‘What would be the first three problems you’d solve if you were granted that wish?’

‘If you’d be given a chance to make your business ideal, what would you change first?’

From there it gets personal. Don’t alienate your customers. Cold-lead scripts might do just that. Try to evade them as much as you can.

Don’t expect the world in a day

Now, when you approached your potential customer, you must keep in mind that you most probably won’t sell today.

Whoa. Not sell? But, what’s the point then?

The point is that you establish trust between yourself and your customer. You’ll do more harm than good shoving your service into the face of your customers.

Think long term. (And focus on your strategy. Hear about something useful like that here.)

You’re not a peddler. You don’t want to cheat your customer. And, most importantly, you don’t want your customer to come to think of that.

Establish a healthy relationship. You’ll reap the fruits from that afterwards.

Arrange the next step

Here’s the key – long term customer-salesperson relationship lies on arranging the next step.

Not selling doesn’t mean the end and doesn’t mean failing, as I said before.

But ditching your relationship easily means just that.

Reach the next question. Keep narrowing down your customer’s desires until you find the appropriate product/service that you can offer to them.

What could help you the most? What do you like in this or that? What’s your personal opinion on this? What would you do/not do/change/leave the same/want/not want? Speak to your customer as a friend, and as someone who want to know how to help its friend.

These are the questions that matter.

The next step, keep in touch! Remember, you’re the one who’s the initiator. You started from square one to establish a trusting link. Going from cold lead to hot customer requires you to arrange further meetings, further calls, additional questions related to the customer’s needs. Look out for potential spots and always prolong your connection.

You’re the one offering your goods to your customers.

Feel free to ask more!

The magic of question does wonders after you’ve established the ground for turning the cold lead into a hot lead.

Ask! There’s no better way to actually find out about your customer’s needs than asking for them.

That way you can find out what to offer next, how to intrigue your customers even more, discover how you can help them after the first contact.

Ask when would be the appropriate time to meet again. Schedule the next meeting. Ask for additional contact. Ask, ask, ask. It does wonders, believe me. Or do something contemporary to help you–like making an app to do it for you.


See, it wasn’t that terrible!

Once you get down to it and separate it into small steps and pieces, turning cold leads into paying customers is simple, profitable, and still efficient and productive method.

Separating your audience, finding the right approach, and committing yourself to customer-salesman relationship are the keys to each successful cold-selling project.

You don’t have to believe me. Ask some of the most successful people in the niche. Check out their work. Or simply try following these steps, and come back to this article once you’ve succeeded.

Did you check? Did you try following some of these tips?

Do you believe me now?

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