To Cold Call Or Not To Cold Call, that is the question

Don't do it. Just don't. I used to do some cold calling when I was a banking pup and my favorite thing to do was walk into an office, pretend to throw dirt on the floor, and then announce to the front desk person that I had something in my car that would clean up that mess in seconds.....why? Because compared to a vacuum salesman a banker doesn't seem that bad. Another move was to ask if they had found Jesus in their heart, I know I know, how dare I, but it was always fun to watch their reaction and once again compared to what could have been, a chubby little banker in a cheap suit didn't seem so bad.

Did I ever get through the door? Sometimes. But it was so incredibly unfulfilling and you always felt a little dirty when you left. Cold calling is dealing in transactions and you should be dealing in relationship building.

I've been in this game since 1998, and spent many years being the "new guy", working hard to ingratiate myself with the local business people (and other lenders). First, I tried to emulate those other bankers around me, the corn toothed, "we know more than you because we're bankers", types. Well that wasn't genuine and it didn't work. I couldn't stand myself. The eye opener was a chamber mixer where I decided "screw it, I'll just be myself". It worked and I'm pretty sure I freaked out my more traditional counter parts, which made it all the more fun.

The first step in this "awakening" is to figure out who you are as a salesperson, which is really who you are as a person. Do you like to swap stories, BS, grab a beer, swing some clubs (or swing a bat, I spent the afternoon last week hitting balls with a client) OR are you a more methodical mind, that enjoys the challenge of delving into a balance sheet? Are you an in the office or out of the office kind of person? I'm out of the office, more than in, out with my clients, looking at their numbers, touring their sites, testing their products (Heady Topper anyone?).

Once you identify what your interests are and who you are as a salesperson, look around. Identify organizations and businesses that mirror who you are and what you like to do. Rotary? Lions? How about the board of a local economic development company? I've said this before, don't do too much but do something. Attend all the chamber events, get your face out there often and meet as many people as you can.

Another super fun way to get out there is to identify the local watering hole where the heavy hitters play. It could be the local coffee shop, pub or breakfast joint. Once you figure out the "hot" spots, start inviting some of the folks you genuinely enjoy being around out for a pop, or a coffee, or breakfast/lunch. Do this once a week if you can. And mix it up. At some point you will have a small little network to feed from, and be sure to get this network together on occassion. SERVICE the crap out of your clients, I'm talking over the top stuff (I never close a loan at my bank, I go to them). Good service gets people talking. And good service comes from knowing your customers and genuinely caring about their success (again transactional versus relationship). Its the answered text at 9 pm on a Sunday that will stick in folks minds.

Your biggest success will come not from what you can do for folks directly, rather it will come when you can connect key members of your network. For example, your client complains that his accountant just takes his numbers at year end and pukes them onto a tax return, he needs more. Well you just so happen to have a rockstar accountant in your tight little group that goes the extra mile for his clients and adds value. Set up a lunch, introduce them. I've done this several times and those clients are still some of my most loyal that thank me at least a few times a year for making the connection.

Finally, get your mentors lined up, and cherry pick those qualities that you feel would work for you. After all, a good mentor will happily share their life lessons, that is years of experience for free! Here is a piece to chew on from an old co-worker, your customer knows more than you do, always. Never try to outsmart them, its gross. Give them advice, observations for sure, but don't grandstand, no one cares how smart you think you are.

In short, scrap cold calling. Instead go out and be yourself, meet people, help people, connect people and LISTEN to them. Being yourself can be risky as not everyone is going to like you, so what, its a big world.