Most advisors have found that cold-calling is becoming less effective as a method of gaining new business, says Sara Gilbert, founder of Strategist in Montreal. With the financial advisory sector becoming more dependent on relationships, there is a greater emphasis on “warm calling.”

Unlike cold-calling, warm calling does not begin with direct contact. Instead, it starts with a marketing strategy aimed at educating potential prospects about your business. The result can be a smoother conversation when the personal phone call or email does eventually occur because that person will already know of you.

Here are three steps toward an effective warm-calling strategy:

1. Use “drip” marketing
To “drip” your communication efforts means to send out your message in small installments — gradually, but consistently. You want to explain who you are, what your specialty is and who your audience is. The best way to approach this strategy is through social media.

Develop a habit of sending out daily posts that relate to your practice. You can add links to your blog and release quick messages that describe your work. For example, if you had a great turnout at a client seminar educating millennials, why not post that on Facebook?

You can also email interested individuals you may have met at networking events or through clients. Be clear about the content you will send and make sure you have their permission to do so. This permission will be required under Canada’s anti-spam Legislation, effective July 1, 2014.

By using these methods, Gilbert says, you are putting your name and your photo in front of people on a regular basis. When you call or send a personal email to that person, they’ll already know who you are.

2. Give it time
“We live in a very fast world,” Gilbert says. “But business development and relationship building are still slow processes.”

You must wait an appropriate length of time before getting in touch. Your timing will depend on the frequency of your drip marketing. The rule of thumb is that your prospect should have seen your name between five and eight times before you attempt to make contact.

For example, if you link to your blog on a weekly basis through LinkedIn and you’ve noticed someone commenting on it regularly, get in touch with that person after two months.

However, you should wait six to eight months before contacting someone who is receiving your monthly newsletter, so that person has more time to learn more about you.

3. Invite that person for a chat
At this point, you will actually engage in the warm call or email.

Remind this person that you have been in touch online and mention how long this interaction has been going on. Ask if he or she would like to get together for a coffee or lunch. If you’ve made contact through email, you can ask if the individual would mind a phone call.

Be sure to convey that you are hoping the two of you can get to know each other, and avoid any reference to the selling of products or services.