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Yesterday I was having an animated, robust conversation with a potential strategic partner who said, after we exchanged ideas and got to know each other:“Congratulations, you walked into a gold mine!”She went on to say that there are tremendous opportunities to get a lot done together, and by simply having made a cold call to the top person, her boss, and by meeting with her, the strong number two in the organization, I launched one heck of a rewarding venture.It is THIS RESPONSE that makes cold calling so exciting and worthwhile. Literally, you never know what kind of opportunity you’re going to inaugurate with a simple phone contact.Most people who write about cold calling come from one of two basic positions:(1) Either they believe cold calls are so fundamentally flawed that they are doomed to failure; or(2) Cold calls might be ok for selling low level consumer products and services, like magazine subscriptions and carpet cleaning, but they're a poor gateway to the big treasure.Both views are dead wrong.Cold calling is great if you know what you’re doing, and it is actually an odds-on favorite to succeed if you have selected the right targets for your calls and if you have carefully crafted your appeal.Moreover, you’ve heard “It’s lonely at the top,” haven’t you? It’s true. Most senior executives and top dogs just aren’t communicated with directly, very often.It is assumed that they are so well fortified by sentries that you simply cannot get through to them.Wrong!Try to get your proposal through, for instance, to the top levels at Dell Computer. The other day, I did this very thing.I researched whom I wanted to contact at Dell’s web site, and I identified two top folks. The next challenge was getting their phone numbers.Let’s just say I did it, honestly and by making no more than four quick calls.If you Google Dell, specifically seeking its headquarters phone numbers, which I called and got through to, you’ll see entire sites and blogs dedicated to how Dell is an impenetrable fortress. Their conclusion: You probably will never get through to the top people.I did.Yes, I’m a pro, it is my business to find ways in, and I do it all the time. Because it is so very arduous for the typical consumer or salesperson to do, this means if you get past the drawbridge, the secondary fortifications, i.e. the secretaries and assistants, are actually cordial. They’re unpracticed in being rude!They are communicated with so seldom that they actually LISTEN to you, and if your proposal is attractive, they’ll serve as a helpful bridge to the higher-ups.Every path that leads to astonishing riches is guarded by at least one dragon.Learn to address it and you, too may find yourself enjoying sole access to the gold mines beyond!
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Dr. Gary S. Goodman is the best-selling author of 12 books and more than a thousand articles. His seminars and training programs are sponsored internationally and he is a top-rated faculty member at more than 40 universities, including UCLA Extension, where he has taught since 1999. Dynamic, experienced, and lots of fun, Gary brings more than two decades of solid management and consulting experience to the table, along with the best academic preparation and credentials in the speaking and training industry. Holder of five degrees, including a Ph.D. from the Annenberg School For Communication at USC, an MBA from the Peter F. Drucker School of Management, and a law degree from Loyola, his clients include several Fortune 1000 companies along with successful family owned and operated firms across America. Much more than a “talking head,” Gary is a top mind that youʼll enjoy working with and putting to use. He can be reached at: gary@customersatisfaction.com
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