The Pre-Need Seller and “Cold Leads”
Effective Pre-Need Sellers are always imune to criticism–by associates, competitors, peers, spouse, friends, mom, and jealousy in general. But, the truth of the matter is none of their opinions count. The only opinion that counts are those expressed by prospects who give you money. Another way of saying it is the Prospect’s response through writing the check, credit card, debit card, cash, is all that matters.
However, there is much power in sinking your teeth into stuff that helps you improve. The kind of stuff you get from this website for example, but there’s other sources for learning, improving, sharpening.
Unfortunately, there are way to many industry gurus who never sold, pretend to sell, and maybe sold years ago or in their dreams. They just don’t know how to do it. They’ll tell you what to do but not how to do it. I can’t tell you how many times I’ve heard these gurus say you should prospect two hours a day. “If you prospect two hours a day you’ll be successful,” they say. Make sure you get your advice from people who know what they’re talking about.
My question to these gurus is: HOW?
If you the Pre-Need Seller don’t have a plan of “HOW” to Prospect you won’t succeed.
I’ve had a few emails recently talking about how they (the sender of the emails) have a bunch of “cold leads” they’re trying to work.
Well, I’m going to be tough for a moment so if you can’t take the fire get out of the kitchen.
I’ve said it before and I’ll say it again.
The definition of a lead:
“A lead is someone who doesn’t own pre-arrangements
(cemetery/funeral) and open to discussing it.”
When you communicate with your leads there are only three possible responses:
- No contact (not home, no answer on the phone)
- Warm-up the lead
- Toast the lead
Burning leads is a good thing. Why would you want to keep dead non-leads? Burning leads is good because you eliminate the crap from your lead box.
I’d rather have a streamlined lead box of interested people than a bunch of non-leads clogging up everything.
Other benefits of toasting leads:
- Truth (you’re honest with yourself and your lead count)
- If your down to a handful of leads you know what you need to do
- A wake-up call to get more leads
- No such thing as a cold lead(s). You either have leads or you don’t. You either warm up leads or toast them.
I’d rather have criticism from my associates while my prospects are buying than the other way. The only thing that counts is how your prospect responds.
BOTTOM LINE? Either you’re warming up leads or you’re toasting leads. There’s no such thing as a cold lead. Either you’ve got a lead (see above definition) or you don’t. I’d rather have a streamlined box of warm leads than a bunch of cold leads (which really means no leads) clogging up my box.
P.S. A lead is someone who doesn’t own pre-arrangements (funeral/cemetery) but open to discussing it. Leads are either warmed up or toasted. There’s no such thing as a cold lead. And really there is no in between. You’re either pregnant or not pregnant. So, make it a goal to toast leads as quickly as you can. Keep your box of leads lean and warm.
P.P.S. For more on leads, Mining Your Natural Market, Champion Endorser, how to write sales letters (and samples), and much much more including a FREE bonus life time membership head over to the Ultimate Package. But hurry, time’s running out fast for this offer.