Margie Dana

The Coldest of Calls

I got the oddest phone message last Thursday. A man from a local printing company called to say that the company is moving to a new location. He gave me his name, the company name, new address, and new phone number. He said to give him a call if I had any questions. And then he hung up. And then I deleted it.

The name of the firm is familiar to me, but I don't know it well. The caller's name rang no bells. Was he a salesman? The owner? Someone hired to make these calls to a list?

I patiently listened to the whole message--fully anticipating a hook, an offer, SOMETHING to make me save the message or at least jot down the man's name, company name, and phone number.

I'm no fan of the cold call. But the successful cold call, whether a voice message or a live conversation, gives me something to grab, something that raises my eyebrows in a kind of "Jeez, this is something I really need now/might need down the road/ought to tell so-and-so about."

Moving IS news--and should be shared with your customers, warm prospects and anyone else who might need your services. Send a letter, send a postcard, or make that call to deliver the news. But it can't stand by itself. Prop it up! Tell me more. Some thoughts…

• Are you moving because you're growing? (Brag!)

• Is the new location more convenient? How so?

• Are you moving to accommodate more equipment? What, exactly?

• Is it a shiny new facility?

• Are you planning an open house?

• Are you offering me a tour?

I hope they told customers in a different, more personal way, and that they talked up the customer benefits.

With a cold call, I want you to tell me what you do, specifically, in a way that makes an impression and relates to my needs. If the caller had done that, he could've had me at "good bye."

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