The Cure for the Common Cold Call
There are many things in life that I really love. And I suppose I could
get all flowery with textual pictures of kids, dogs and Pamela Anderson
beckoning me with an "I need you now" kind of temptation -- but
we're here to do business. So let me focus on the one few things I really
I hate making cold calls.
One of the reasons I hate making cold calls is because I'm terrible at
making them. Another is that I feel awkward. Unworthy of intruding on other
people's time. And quite frankly, I've never been a big fan of rejection,
so cold-calling has about as much appeal to me as a deply-infected mouth
Of course, to grow your business, you've got to break out of your routine.
You've got to meet new people. Expand your network. And hopefully, make
So how does a call-a-phobe like myself handle it? Simple: I don't make
cold calls anymore.
I figured out that the problem with my cold-calling strategy was that
I really WAS wasting people's time. I mean, who can blame the guy at the
other end for getting ticked off, when all you do is call up to say hello?
I must get a hundred calls a week from cold-callers who put on this cheery
voice and start in with me, usually by the wrong name:
"Hi, is Rod Franklin in?" And it goes downhill from there.
Of course, I was doing no better myself with the old, "well, if
you need anything, we're right here...yadayadayada." then I'd look
at the clock to see how much time I'd wasted forcing myself to irritate
unsuspecting strangers via the telephone.
So I adopted a new strategy. I vowed never to make a cold call again
with the idea of selling something. I mean, never. I would, however, make
a call to a stranger if I had a real business proposition for them and their
And that's when sales took off.
This, incidentally, is the root of what drive the FrankelBiz list. We're
all here to do business, by proposing real, legitimate opportunities and
meeting real, legitimate business partners. And that's what's gradually
moving potential advertisers and sponsor participants over to the list.
The fact that I can call these sponsors with a legitimate offer to expose
their products ands services to a credible, serious group of web commerce
professionals has so far yielded the following results:
1. They've not only taken my calls, they've responded to them
2. At least three companies are putting together packages to present
to the FrankelBiz list, which include price breaks on their goods, and in
some cases, remunerative referral agreements for FrankelBees.
Pretty neat, eh?
Sure, these kinds of arrangements take time to develop, but the important
note here is that my select group of respondents didn't reject my call because
I called them with something of interest to them. Call it an offer. Or an
opportunity. In either case, I presented a "win-win" solution
for them that was preset and required very little work on their part.
You can do the same for your business. The key is taking the focus off
of YOUR agenda to make money, and spotlight your ability to help THEM make
money. All you need is a concrete plan that's well constructed, easy to
communicate and simple to implement. You'd be surprised how well you'll
be received (Incidentally, a REAL pro can leave his ENTIRE program on voice
mail before it cuts him off).
So fear not the cold call. But avoid the bullshit, phony "is <FIRST
NAME> in today?" kind of crap that we all hate. Think of how you
can truly make money for the other guy, and watch how much money he'll make
Copyright 1998, FRANKEL
& ANDERSON * Advertising, Marketing & Killer Creative SM