So now what do I do?

A question that a lot of people have been asking me over the last few days is "now what do I do?".

Specifically, it relates to the pile of cards that they have collected (and is now gathering dust) from a networking event, a trade show or similar occasion.

We are all busy, and an event where you collect a significant number of cards (I'll share my thoughts about working an event another time) seems a no-brainer in terms of productivity, but...

Then what do you do? Well, the conventional wisdom on best practice is that you should re-contact everyone (OK, everyone you actually want to follow up with!) within 48 hours.

So, phone or email? If it's a dozen cards, picking up the phone may not be too onerous, but if it's twice that? Ten times? Then what? Most people will spend an hour or two sending out (slightly) customised emails...you know you have done it: "It was great to meet you...this is what I do...stay in touch..."

And then the replies come back, and you have to respond...and reply to their responses...and so on. Life can quickly become a futile battle to clear incoming (and, in general banal and unproductive) emails.

So, it's better to have a plan before you even go to the event.

Here's my typical plan:

1) I work the room politely, swiftly and efficiently.
2) I sort the cards into:
    a) Hot Prospects
    b) Possibles
    c) Avoid
3) Call as soon as possible after the event to set up meetings with the Hot Prospects, THEN the Posssibles
4) Send a confirmation of the meeting

I'm sure we all have variations on this plan, but the point is, it's just a plan, and does not always get executed in a disciplined manner. And that's where I have learned a valuable truth:

The plan works a lot better if someone else does the calling and appointment setting.

This is initially counter-intuitive. After all, you should follow up PERSONALLY, right?

Well, actually yes and no.

You should certainly make it personal, but it does not have to be you on the phone.

Having your assistant (actually, anyone can do this for you, with training and a good script) make the calls says the following: 

1) You are successful enough to have an assistant
2) Because someone has to manage your schedule for you, you are busy (i.e.: in demand)
3) You have a plan AND execute it effectively

All these are good things...and there is the added bonus that a third party calling on your behalf is taken (subconsciously) as an endorsement by that person.

I have even found this approach successful in setting up productive meetings for a colleague. After all, just because you met the person at an event, it does not necessarily follow that you are the best person to do the follow-up.

So, think about your plan for the next event. All the best...and share how you get on.

Cold calling dead?

For various reasons, this is a topic that has occupied my thoughts recently.

Then, on Friday, I read an article on this subject in the morning and had a discussion on the topic in the afternoon. The article was by a widely respected writer from the USA, and the conversation was with one of Singapore's top sales trainers.

Both had the same message: cold calling used to work, but now it simply does not...and yet call centers around the world continue to make a good living from cold calling.

It got me thinking about the nature of cold calling and why it persists when so many respected experts say it should not.

I don't suppose there is any one reason for this but the consensus seems to be that we are all so much busier, that we just don't have the time (or patience) to listen to some we have no relationship with.

I think there is a good deal of truth in this, but that it is not the whole story. What other factors would you add?