Cold Calling...A Curse or a Blessing

In this crazy, mixed up world of technology, how do I get to my customer without having to go through the secret service aka the receptionist? I have been in customer service and sales for most of my adult life and it used to be quite easy to do sales calls over the phone. You called a company, asked to speak to the person in charge of meetings and events and the receptionist would put you directly through. Now-a-days, it seems as if that department no longer exists, the receptionist either hands you off to whomever she thinks can answer your question or merely tells you that they no longer do that. Please, tell me of one company that no longer holds meetings.


Then there is the other receptionist who holds an inquisition when you ask who is in charge of meetings. And have you ever asked a receptionist to provide you with someone’s email address? You would think if they can provide you with the person’s extension or direct line; what difference does it make getting someone’s email address? The person on the other end can easily delete it if they do not have the time or interest in reading about your company. People just don’t want to be bothered. No matter how good of an idea or how beneficial something may be. People are very reluctant to give something new a try, unless it comes recommended from colleagues in the industry.

When you need a service and go to the internet and find a company, see their webpage, yes they look like what you need. What do you do? Do you call and find out about them, who they are, what they do. Do they know your company’s culture and understand what your scope of work is? Do you know their company’s culture?

Cold calling is definitely not what it used to be. Where has that personal touch gone? In this technology ridden world it seems that people no longer have time to talk, it’s the old adage “Don’t call us, we’ll call you”. Cold calling comes down to building a relationship and that personal touch. So when you do receive a cold call from a company that you’ve not done business with before. Take a moment and listen to what they have to offer. You may never know what added value they can bring to your business. Don’t be rude on the phone, people doing the calls do remember you, believe me. Then when you need them, those missed opportunities are the ones that can hurt you in the end. In business no one should become comfortable with a company, like an old pair of shoes. When you get comfortable, you get sloppy and you can become blindsided very quickly.

If cold calling was easy and always fun, everyone would be able to do it. But it’s not always easy and fun. A good friend of mine used to say that hospitality/meetings industry suppliers are great huggers, but not hunters. I repeat this assertion most respectfully: we forge great, often long-lasting relationships and even friendships. But many find taking the first steps very difficult.

Social media has taken over and it is getting harder and harder to get your foot in the door. I believe that all medias work, but it has a lot to do with timing. If someone is looking for your specific expertise for an upcoming event and you were able to call, or send an email at the right time, you have a chance to make a contact. Also consistency is the name of the game. Don’t just send one flyer or email or make one call. Be consistent and persistent. Eventually they’ll tire out of getting your “junk” and actually speak to you. That’s when you have your 3 minutes of opportunity. Talk to the person on the other side with the expectation that you can serve the other person that you can make them smile and make the 3 minutes they give you of value to them. Remember…I am here to serve you…like the Michael Jackson song…”I’ll be there…just call my name and I’ll be there”.

Recently I read that many meeting managers or event planners refuse to take calls or emails from new companies that they don’t know. As a meeting planner, don’t you want to be educated and know who’s available to serve you company the best? Or do you want to wait until the need is there and your decision is based more on desperation because of time constraints or whomever you found online not someone you have had a previous contact with? Isn’t it better to know what’s available out there?

As a meeting planner ask yourself one question: When I am depending on a meeting provider, do I put the fate of the meeting’s success in the care of a stranger that I looked up on the internet or someone that I have spoken to on a few occasions who really cared about getting my business and who was not hesitant to provide me with references up front?

Cold calling works in conjunction with an integrated, strategic approach that encompasses your web presence, your networking activities and the knowledge of the sales person who calls and offers a service that you may have been looking for and not found online. Be open to new ideas, as we have opened ourselves up to new technologies. In the same respect, work smart; open yourself up while other people are trying to educate you Be proactive in your decision making, don’t get too comfortable because something can always go wrong.