Cold Market Prospecting with the F.O.R.M. Method

I like to FORM when doing cold market prospecting on social media. This is an essential framework within Conversational Marketing.

FORM is simple and duplicable and one of my favorite cold market approaches. Anyone can learn it. This method will help you be interested instead of interesting.

F.O.R.M. stands for Family, Occupation, Recreation and Message – These four key things will help you meet people and easily find things to talk about. Don’t you like it when someone is truly interested in you?  Well, using this method will help you be interested in someone else.

Family: These are questions that encourage someone to talk about themselves. You’ll also learn more about the person. Of course you don’t want a one-sided conversation when cold market prospecting so be sure to share brief snippets with your prospects and aim to share some commonalities. Find at least 3 things you have in common. Some questions might be: Do you have children? Do you live in the neighborhood? How old are the kids? Then respond with – “Yes I used to live there” or “Yes my daughter is 13 too!” Only if this is true of course! Be open and honest.

Occupation: I love this question: What do you do for work? This is your chance to talk to them about their job and what it’s all about. But really, it is your chance to gauge their income or situation. Also, when you ask someone what they do, they will usually ask what you do. Be sure you don’t then overload the person with your business opportunity. This is your chance to let them know what you do in 30 seconds or less. This is not the time to pitch your business, but it’s a chance to share some benefits you’ve been able to help others with. Feel, Felt, Found is a great way to build rapport here by responding to their “Pain” about their job or income by letting them know that you know how they feel, you felt the same, but since you started your business you have found that …….

Recreation: This is a great question to find out more about disposable income. Asking a person what they do for fun or where they like to go for vacation is easy! Then you can appeal to their “pleasure” triggers by talking about how they could achieve it.

Message: At the end of your conversation, you want to deliver your message. This entire conversation while doing cold market prospecting should only take a few minutes. Using key things you learned in the conversation is important! 

Your parting message might be something like this:

Hey, {Name}, I enjoying talking with you! I see that you really dislike your job and having to put your kids in child care. I may have a way to help you. I need to get going now to an appointment but I am free at 4 pm tomorrow. Give me your number and I will call you to share some information.

You now have an appointment from cold marketing prospecting.

You can also say, give me your email and I will send you some information.

Using the FORM method for cold market prospecting can help grow your customer list and business partners!

For more training on Conversational Marketing  CLICK HERE


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