Good morning Sara!

Question from a subscriber: "When I cold call (walk into local businesses), I’m not entirely sure what to say to get in front of the business owners or decision makers. I always get asked to send an email."

It's great to see someone with this go-getter approach. However, unless there is relevance and value to your visit, the gatekeeper is going to shut you down.

Increase transparency to gain a more focused attack.

Take these actions TODAY:

• Narrow the list to 20 prospects and do a thorough job of researching them and their company online prior to your visit.
• Make sure your LinkedIn page emphasizes how you work with business owners and how you help.
• Find the business owner and all major executives that surround them on LinkedIn. If they are not on that platform, try finding their personal (not company) Facebook page.
• Look at what they post about. Is there any indication of what they care about? What they worry about? Try to understand by observing them.
• Ask all the parties listed above to connect on LinkedIn or Facebook and try to start a conversation.
• Do a Google search on their names if they are not on social media.
• Explain to the gatekeeper, when you arrive at the front desk, that you want to talk to the business owner about doing a seminar for him/her and their whole team about how to retire in XYZ location.
• Leave a printout of your LinkedIn page with the handwritten words, "Can we connect on LinkedIn" written on it. Ask the gatekeeper to connect on LinkedIn, and ask him or her to pass the LinkedIn printout on to the business owner.

With cold calling, the issue is lack of transparency. They don't know you, and you don't know them. Use social media to increase transparency and you will reduce the frictions keeping them away from you.

Yeah?

Yaaaaah.

BOOM - there you go, today's marketing tip for ya!

-Sara G

P.S. Use these LinkedIn blogs to improve your success.

P.P.S. I have a LinkedIn training program for financial advisors.

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-Sara G

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