Page 243 - ConvinceThemFlip

find the right approach
And getting new customers means making new connec-
tions. Wendy Kohler, founder of TalentedWomen.com,
put together a TV talk show series; signed up eight major
sponsors and a roster of high-profile guests from the
media, government, and industry; and got a TV station to
write up a juicy contract—all through cold calling. How
did she manage it when all but one of her contacts were
complete strangers? Like many sales reps, she did some-
thing like what Alfred did. She turned down the heat. Her
first calls were for referrals; she didn’t try to sell right
away. And these calls and requests for referrals gave her
the opportunity to showcase her idea, deliver her ten-
second commercial and her credentials, and spread the
word without the pressure of the person having to buy.
By the time she started calling potential sponsors and
guests, she had strong introductions and had built some
good buzz about her project. By the time she was serious
about getting people to sign on the dotted line, people
wanted in—they didn’t have to be sold. The connection
was there before she even called.
This technique works just as well around the office.
Trying to initiate a project? Talk to your coworkers about
who might be able to help you advance it. Who might
benefit from it being a success? Turn down the heat a little
and you may find that people who can help you may be a
lot more willing to come on board.
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