The Scalable Way To Lead Cold Leads To The Sale

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
  • Webinars
  • 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.

Not this:

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.


  1. You nailed it, Russ.

    By following your suggestions we increase our credibility as an EXPERT!

    People like to work with an EXPERT.
    EXPERTS can charge more for their products and services.

    Thanks for the Post. It continues my perception of YOU as an EXPERT!
    Fred E. Miller recently posted..BOTH these Books are MUST READS for. . .My Profile

  2. Thanks Russ,

    I never thought of the trade between information and attention as a transaction. It makes sense. Thank you!

    Barbie recently posted..The Parts of a Cacao Bean by Cam of Dandelion ChocolateMy Profile

  3. Russ – Timely article for me. I think a lot of small business owners have to deal with this real dilemma…how do I know if this specific sales call/meeting is a waste of time?

    I deal with it a lot, and don’t have a great answer. One thing I do is ask people to fill out a form on my site that allows them to provide more information about their business, prospects, goals, etc…so that I can be better prepared for the meeting. By just taking a couple minutes to complete this form, it tells me they are a bit serious.

    But it doesn’t entirely put the problem to bed. So I always try to approach these meetings with the idea in mind that I am going to make the meeting productive no matter what, and at a minimum I’m going to turn it into a networking opportunity.
    Josh Turner recently posted..LinkedIn Sales Strategies from a Proven Sales LeaderMy Profile

    • @Josh — I was listening to a podcast where a man who owned a consulting firm (the name escapes me) was swearing up and down that the more hoops he makes his customers jump through to become a customer — the better off he is. Interesting stuff.

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