Figure out how to answer this question for cold prospects in a scalable manner:
“How can I experience you and your solution without risk?”
Your biggest problem is that your prospect doesn’t think you are going to do what you say you are going to do. Build trust by repeatedly having successful transactions with cold leads.
Create lots of opportunity for valuable and free transactions, such as:
- Speaking engagements
- Writing articles on your blog
- White papers
- A handshake and helpful discussion at the local Chamber of Commerce meeting
These are transactions because you are giving them something of value, namely information. And they are giving you something in return, namely attention.
These transactions should be available to the masses. Not one-on-one.
Create transactions like this:
14 cold leads attend a webinar from 9 AM to 11 AM on a Tuesday morning in which you show them the solution to XYZ problem.
38 cold leads read an article on your website about the solution to XYZ problem.
A single cold lead meets you at a coffee shop from 9 AM to 11 AM on a Tuesday morning to hear your solution to XYZ problem.
By the time you get to a one-on-one meeting, that lead should be just about as hot as the coffee.
What do you think? Agree with this? How do you create scalable transactions with cold leads? Let us know what you do (or don’t do) — your idea just might make a huge difference in someone’s tiny business.