When Cold Calling Really Gets Cold-A View From “The Street”
June 1, 2005

As I was walking back to my car after attending a recent Cleveland Browns game, my seven year old son's hand in mine, we slowly walked past a non-descript person who was standing by the curbside. He was non-descript, save for the paper cup he had in his outstretched hand that had a few coins rattling within.

The hundreds of people walking past took little note. After all, beggars are common on downtown streets, especially when sporting events spew out the thousands of people at the end of each game. In fact, beggars work hard to get the same prospects both coming and going.

What struck me about this situation was that the sight of a person who obviously was in need of something, if not a few bucks, had virtually no impact whatsoever on anyone who was walking past. I have to admit, I would like to save the world, and my family and I do make it a habit of helping out someone like this. I realize that many feel that giving money to a beggar doesn't solve the problem, but that isn't the point of this sales article.

When I did reach into my pocket, which I wasn't going to do at first, I extended a rumpled dollar bill and attempted to place it into this gentleman's cup. Like the Browns quarterback that day, I missed. The bill blew to the street with a sudden gust of wind, however the beggar and I were able to retrieve it before it flew into the autumn air. The sale was completed, and the beggar not only got his order but also got paid, cash on the barrelhead.

Now, what does this story have to do with cold calling? Plenty, I think.

Like this poor person on the street, whose condition would surely make any person of good heart at least somewhat concerned, if not responsive monetarily, salespeople are asked to open doors, close orders and penetrate existing and new customers on a daily basis. And like my beggar gentleman, salespeople are often ignored, metaphorically spat on if not turned away, and at times subjected to cold comments, cold phone hang-ups, cold "no solicitation" signs, even cold lobbies.

And these are great excuses for salespeople not to make cold calls. After all, sales reps shouldn't have to be treated like dirt, especially when they are already enjoying the success and warmth of other customers who value them, their company, its products and services.

These excuses, from a management perspective, are totally unacceptable. In fact, we all know that cold calling, whether calling on a new customer or expanding our existing customer's awareness by calling on new contacts within an existing client is essential. Attrition and customer changes, year to year, are statistically proven to erode up to 20% of our book of business from the prior year. We need to continue exploring, growing, asking, learning, understanding, positioning, consulting, and driving change. Otherwise, fat sales cats get fatter, and we all know that fat cats don't hunt. And eventually, if a sales force is made up of a bunch of fat cats who hate cold calling, the corporate budgets aren't met, sales and profits drop, investors get unhappy, and a bunch of people have pay cuts or worse, lose their jobs.

So, what are the lessons on "cold" calling from my beggar gentleman? How does this indigent and decrepit soul speak to the millions of well dressed and successful sales reps who are established professionals?

First, the beggar has to make the sale. If he doesn't, he doesn't eat. If he doesn't eat, he dies. His sense of urgency is great, because he knows that if he doesn't open up some new customers, right now, his territory and company won't be around for too long. Winter is coming. Reps need to feel the same way.

Second, the beggar has to make the sale, today, in spite of the fact that 99 out of a 100 people don't even have an interest in acknowledging him, save for making a derogatory comment or two. (At least that makes the passer by happier, especially if his team lost the game). He continues to keep his head up, and knows that if he continues to ask, deal with the rejection and scorn that exceeds even that of the most malicious purchasing agent or buyer, he will eventually get the sale. He stays with it. So must the rep.

Third, the beggar knows how to grasp an opportunity when it presents itself. Per haps the sales rep wouldn't sprawl onto the street in his creased trousers when the dollar bill flutters in the wind, but like the beggar gentleman, the sales rep should not wait for tomorrow when a lead or opportunity presents itself. He needs to do it, now.

Fourth, the beggar knows that if he is able to garner enough coins and bills, success will build on success. He'll be able to have a warm meal, and eventually, even in the disillusioned and cold streets of urban America, he may be able to right himself, get a job, and provide value to himself, his family, and his community. Sales reps should recognize that cold calling builds opportunities, one call at a time, and that if there are enough prospects out there that truly value his product or service, staying on task will ultimately build worth and value for the rep, his family, his company, and even his customers. The rep must understand that cold calling has a payoff, and is an essential means to an end. It must be part of his behavior.

There are hundreds of books and articles about how to make cold calling more effective. You know them. Buy them at your local bookstore, website or trade association listing of the top 100 books on cold calling. However, these books and techniques only work for you if you are willing to do the work. Get what I'm saying?

In closing, I am asking you, the reader, to be sensitive to the beggar on the street. Offer him a few coins when you can, or at least find a way to be kind or show your kids that people aren't dirt. However, from a sales perspective, the next time you look at the beggar on the street, if not for altruistic reasons, consider the lessons he is speaking to you.

Cold calling is cold, no question. But isn't it nice to be able to do it with a full stomach and the heat on?