The daunting cold call, a process that really shouldn’t be if you handle correctly, but even then, firms often forget everyone is calling your prospects and not just your competitors.

Although we actually don’t like to refer to it as cold-calling, because literally calling someone cold is ineffective, but I’m probably preaching to the choir here. You’ve got to have a process in place to show your firm’s value up front before, during and after the actual call.

Here are some great baseline reminders about the initial reach-out to prospects:

Clients get calls from companies all week long. In fact not just from your competitors, but from suppliers looking for their weekly handout.

This should be etched into your brain before ever reaching out:

Everyone is calling your prospects

You’re just one in a long line of people calling on your prospect, so you’d better differentiate quickly and be respectful in the process.