I remember working on a project for my son’s elementary school classroom with the thoughts of both assisting the teacher and being involved a bit more. As a working mother of two with a demanding career and entrepreneurial pursuits, I knew that I was taking on more than I could handle without muddling the project so I decided to engage other mothers for their assistance. Without a moment’s hesitation I pulled out the handy school manual (private school perk) with all of the children in each class, their parents, and contact information including email addresses, office and home numbers. After a long day of work, I sat down and did something that any successful sales executive would do, I began dialing.
One by one, I combed through the names of twenty-eight parents with the goal of reaching them or leaving a message before eight p.m. when it would be too invasive to call a home with school age kids. I also knew that many of the mothers were stay at home moms and if I left an introductory message that was succinct and well-crafted they would call me back. At the very least, I could make a call during the day time while their children were in school and get the task of roping in some volunteers completed. Since I was one of the few working moms in the classroom I wasn’t as well acquainted with the parents as they may have been with my son so I knew that it would require something well within my skill set: baseline cold calling techniques.
I had the names of the parents, their children’s names and enough due diligence to find a warm angle for an otherwise cold call in which I would be asking people to donate time and perhaps money so I began dialing. Within my goal time frame, I had spoken to about 40% of my list and left messages for the remaining 60%. Most parents were happy to speak with me or schedule a better time if I was running into their dinner hour, which I referenced as I introduced myself. A few parents were clear that they routinely donated time and money and were opting out this go round, so I thanked them and built enough rapport to ensure that we could catch up at the next event and certainly that any other calls would be welcome in the future.
Within two days of activating my plan, I had spoken to my entire list of families, made new acquaintances, and scored a pair of tickets to the Florida State vs. Miami (that’s another story). I did all of that and continue to experience career success today because I refuse to believe the annually perpetuated myth that “The cold call is dead”.
If you are a new salesperson, entrepreneur focused on growing your business or a salesperson that has experienced success but is now at a plateau, I would encourage you to reach out to me or a seasoned professional in your network, before you succumb to the irrational fear of or disbelief in the cold call. In the meantime, I will be writing several posts within this series and hope that you visit again as I stop the myth in its tracks by dissecting articles and methodologies.