What Makes A Cold Call a COLD Call?
       By: Dr. Gary S. Goodman
Posted: 2007-03-25 08:12:25
Most writers toss the phrase "cold call" around without ever defining what it means.I think it is worth our time to consider exactly what makes a cold call a COLD call.After all, terms are important; just ask two people if they "like" each other or are "in love" with each other.So, what is a COLD call?First, does it involve selling? There's some disagreement, here.If you look at ads for phone folks many of them will state: "Appointment setter wanted-No selling required!"But if you've ever set appointments by phone you know that it involves persuasion, because people don't willingly part with their money or their time.Some sales managers will tell their phone people "You don't have to sell; just get us in the door," but again, this is a sales job no matter what you call it: prospecting, appointment setting, or cold calling. Prospects have to feel your product, service, or offer are somewhat appealing, and be pre-sold on that idea, before they'll grant an interview to a salesperson.But when we talk about making cold calls, what are we saying?Are these calls to strangers? Yes, I think so, generally. They may not know us from Adam before we introduce ourselves. But what if they have heard of us or our products or companies?One of my clients is Xerox, and when "Xeroids" as they happily refer to each other, get on the phone and announce that company name, nearly anywhere in the world, the climate of acceptance instantly WARMS.Are they really making COLD calls? I don't think so.I recall working my way through college, selling over the phone for Time-Life Books. I was gazing at my list and saw the very distinctive name of a guy I grew up with, whom I heard was aiming at medical school."Wow!" I thought. "We have a book called THE PHYSICIAN that he'll definitely buy if I pitch it." I knew a ton about this guy, and I even had a fistfight with him after school one day. I can still tell you his street address and the names of his brother, mother and father.So, was this a COLD call for me? It wouldn't be if I used the name he knew me by, first and last, but if I only used my first name he'd never connect it to me.It was him all right; he declined the offer.I called an administrator at a college, introduced myself, and mentioned the titles of two of my books. Upon hearing the second, she said, "I know that book!" with a sincere uplift in her voice.Was that a cold call that suddenly became a warm one?I think you see where I'm heading with this discussion."Cold" has a nasty, brutish connotation, as in "I got the COLD shoulder," and "She gave me a CHILLY reception." Once we label these calls derogatorily, do they then take on a negative dimension that wasn't there before we named them?Must they be, inherently, COLD, or is it our job as performing artists, if you will, to warm-up our audiences? Have you ever heard the expression, "There are no dull audiences; only dull speakers"?Possibly, because we're PROJECTING our own fears we find they're reflected back to us, often magnified.So, should we drop the moniker, COLD CALLING? We could substitute, "Prospecting," or "Appointment Setting," or even just plain "Marketing."Consider the difference in these phrases, expressing our intentions:"I'm going to prospect for the next two hours.""I'm going to set appointments for the next two hours.""I'm going to market for the next two hours.""I'm going to COLD CALL for the next two hours."Now please tell me. Which one sounds the most like getting a route canal?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.
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