The Art And Artifice Of Cold-Calling
Exploring The Nerve-Wracking Experience Of Networking By Phone
Jeremy Woodlee
Issue date: 5/13/02 Section: Perspectives
I've also found that my lack of free time (for those of you unfamiliar with the term, "free time" is periods during your day when you don't have (1) a class, (2) a group meeting, (3) a club event, (4) an interview, (5) a bus to catch, or (6) a drink in your hand) has overridden many of these cold-call fears. Specifically, when I have 10 minutes to squeeze out 5 calls to potential employers before I head off to discuss the Bass model for forecasting sales growth in the high-definition TV market, I don't exactly have much opportunity to develop sweaty palms, nervous tics, or other physical manifestations of my fears. I'm a little distracted. I have just enough brain space to look at my notebook, note the contact's name, and dial the number. That's maximum neural capacity.
Another useful mechanism has been the New Venture Challenge. I spent a large portion of April interviewing PhDs, MDs, and other very well trained professionals and strangers. Most of the individuals had no more connection to me than a shared GSB degree or the University of Chicago. And yet very few, in fact none, treated me like common street trash for interrupting their important work to satisfy my own selfish interests. Most seemed rather flattered to have someone, even a graduate student, asking for their opinion. In a few cases, I had some trouble getting off the call. That's a problem that I didn't anticipate – "Well, sir, I've got to get going. I've got this class …"
I think that I may have discovered the secret to cold-calls. People are FLATTERED that you want to talk to THEM. They get something out of the conversation – a little (or large) ego boost – even as you pick their brains. Remarkable – it just doesn't seem like a fair trade to me. But then I'm the sales guy afraid of cold calls.
So I've decided to stop worrying about cold-calls. I'm making the call in good faith, looking for critical information with a valid, albeit selfish, purpose. The people on the other end of the line are flattered to be asked their opinion. They have their own selfish itches to scratch. There are no losers here. So go out and make those cold-calls without thought, hesitation, or compunction. We all enjoy philosophizing, expounding, sermonizing, blowing hot air over our vocal chords. It's in our rather perverse nature.
Another useful mechanism has been the New Venture Challenge. I spent a large portion of April interviewing PhDs, MDs, and other very well trained professionals and strangers. Most of the individuals had no more connection to me than a shared GSB degree or the University of Chicago. And yet very few, in fact none, treated me like common street trash for interrupting their important work to satisfy my own selfish interests. Most seemed rather flattered to have someone, even a graduate student, asking for their opinion. In a few cases, I had some trouble getting off the call. That's a problem that I didn't anticipate – "Well, sir, I've got to get going. I've got this class …"
I think that I may have discovered the secret to cold-calls. People are FLATTERED that you want to talk to THEM. They get something out of the conversation – a little (or large) ego boost – even as you pick their brains. Remarkable – it just doesn't seem like a fair trade to me. But then I'm the sales guy afraid of cold calls.
So I've decided to stop worrying about cold-calls. I'm making the call in good faith, looking for critical information with a valid, albeit selfish, purpose. The people on the other end of the line are flattered to be asked their opinion. They have their own selfish itches to scratch. There are no losers here. So go out and make those cold-calls without thought, hesitation, or compunction. We all enjoy philosophizing, expounding, sermonizing, blowing hot air over our vocal chords. It's in our rather perverse nature.