The key to turning a “cold” lead into “warm” prospect is to consider each person individually, rather than by thinking of an over-arching strategy.

Even if you have many cold leads to follow up on, says Terrie Wheeler, founder of MarketYourAdvisoryPractice.com in St. Paul, Minn., you need a separate strategy for each person. If this person took time to express an interest in your business, then it’s important that you come up with a unique strategy for that potential client.

Yesterday’s BYB article focused on what to do when preparing to reach out to a cold lead. Follow these tips to turn a cold lead into a warm prospect once you start the conversation:

> Make a connection
Put the prospect at ease by explaining why you are calling.

Let the prospect know how you got his or her name, says Wheeler. For example, remind the prospect that he or she expressed interest in your business through a specific marketing initiative, such as a seminar evaluation.

> Talk naturally
Build a rapport by talking naturally with the prospect.

Don’t use a script when following up with a cold lead, says Wheeler. Make the call as personal as you can. A scripted or overly enthusiastic call will make the prospect think you’re just trying to sell them something.

> Save the sales talk
Make the conversation about the prospect, not your sales quota.

Sometimes advisors make a “presumptive close” when calling prospects, Wheeler says, meaning they are too aggressive in trying to get the prospect to sign something or agree to a next step.

Ask the prospect what he or she would like to see happen next, she says. For example, it might be sending the prospect some educational or marketing materials.

Or you can also use the first phone call to find out if the prospect is the right fit for your business, she says. Just make sure you explain to the prospect exactly what it is you are calling about.

> Stay in touch
Stay top of mind with cold leads by asking if you can add them to your mailing list, Wheeler says.

By sending a cold prospect a monthly newsletter or other communications, she says, you can communicate with him or her over a long period.

This is the second instalment in a two-part series on working with leads.