Super Agent

Purposeful Interruptions

One of the challenges we often help new producers overcome is their disdain, ambivalence or frustration with making “cold-calls.”

First, let’s define “cold-call.” It is not calling someone with whom you do not have a relationship for the sole purpose of either soliciting their business or “introducing yourself,” rather it is a call with the purpose of gaining permission to share industry or business information which will help them cultivate awareness around potential risks, threats or waste which may be occurring within their business.

This mental framing serves a couple of purposes. First, from a producer’s perspective, the idea that your calls may actually help your prospects gain value from the information you share or the questions you ask is far more motivating than thinking that you are interrupting a prospect’s day or being perceived as a nuisance.

This is also true from your prospect’s perspective. While a “sales” call may be unwelcomed, taking a call that may teach them something new or help them gain valuable insight may be worth considering.

When you set out to make contact with a prospect, ask yourself:

“What is the purpose of this call?”

“What do I want the prospect to consider as a result of this conversation?”

“If I don’t make this call is there a possibility that this prospect’s business could continue to experience a risk, threat or potential financial waste?”

Here are a couple of positioning examples for your “purposeful interruptions”:

“Hello, _____, This is (you) with XYZ Agency, the purpose of my call today is to see if you’re aware of the recent changes to _____?”

“_____, I’m glad I reached you today, the reason for reaching out is _____.”

Framing your calls and, more importantly, preparing your calls to make them more purposeful will not only improve your results, they will differentiate your calls from your competitors more “salesy” approach.

Remember, purposeful interruptions lead to purposeful conversations and ultimately more successful first meetings.

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