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The NEWORK Centre Level 2 Willbank House 57 Willis Street Wellington Phone 499 1048 e-mail nework@xtra.co.nz

No 35                                                                                 October 2004

Cold calling

Cold calling is an approach made to an organisation with a view to obtaining work in some format or another

The method of contact may vary bur some options include

• By personal contact
• by letter,
• CV,
• telephone

In these contacts you pass to the business owner or representative details of your background, experience, intentions, motivations and aspirations from which the business would benefit by hiring you.

Cold calling is usually not associated with applying in response to an advertised position but such an advertisement may be a commencement point for contact.

In cold calling, you bring yourself to the attention of the business owner or their representative in a manner that provides for ongoing contact and discussion. It is a valid and potential job search technique. Cold Calling taps into that large percentage of the job market where

• positions are not advertised
• tend to be obtained through friends, relatives, individual contacts,
• part-time jobs becoming full-time and
• speculative applications.

It is a method of picking up those small tasks that every business has that are just too big for current staff but too small either in time frame or length for an employer to employ a person on even a part time basis

So as a portfolio worker, cold calling really does fit into the marketing strategy of the portfolio business

So what is needed

• Know yourself so well that you are able to highlight your particular skills and abilities. Be clear on the location of where you want to work and what the implications are for you in terms of
• Are you wanting to work at or from home?
• Travel - do you want to spend all day on the road travelling between clients - this may be an overhead that your business, not the client's has to bear
• How are you going to communicate with your client
• Research thoroughly - and impress the business owner or their representative about what you know of their company and business. Use
• Newpapers
• Specialist journals articles and advertisements
• Organisation reports
• Local knowledge from contacts, friends, whanau etc
• Yellow pages
• The Internet
• Business directories

• Find out who the key people are
• Online managers are probably more effective contacts than the HR person
• Give time to the process. This is not time wasted, it is marketing and that is a cost that is incurred by any business.
• Cold Calling is about quality not quantity. The lottery is a numbers game. Cold calling is a quality game. Approach each with an attitude of accomplishment and desire. Don't burn through the list of prospective businesses as fast as you can with the expectancy that your number will be drawn eventually
• Be systematic about the approach to the marketing exercise
• Draw up a list of people/businesses that you intend to visit, including
• Brief description of the business
• Key contact people
• The structure of the business - are you talking to
• the business owner,
• the CEO,
• the online manager or
• the supervisor
• Meet with the business owner or their representative. Don’t send them your pamphlet or CV before you make contact. I have recently been clearing 4 post boxes and the instruction from the clients is "trash the advertising stuff" Busy decision-makers toss unsolicited, bulging packages of literature with form letters (regardless of how many times your word processor mail merged their names into the body). Starting out a cold call with, "I sent you a letter, didja get it?" rarely elicits a response like, "Oh, yeah. You’re that guy. Just the person I want to meet!" They may want to meet with you but not for the reason you want.
• Follow up the approach after 10-14 days if you have not had a response and keep in regular contact after that. Some might suggest this gives prospective client a chance to cancel. That’s right. And if they’re of this mindset, they either wouldn’t have been there when you did cold call, or they wouldn’t give you the time of day. A phone call gives you a chance to address either situation and save time
• Keep a record of all contacts made to which includes:
• Date
• Name, address, telephone number of firms and contact person
• Main points in your letter
• Telephone follow-up
• Results/comments

 Happy and successful Cold Calling.

Business Ethics for Small Business

One of the most important attributes for small business success, is the distinguishing quality of practicing admirable business ethics. Business ethics, practiced throughout the deepest layers of a company, become the heart and soul of the company's culture and can mean the difference between success and failure.

"If you have integrity, nothing else matters. If you don't have integrity, nothing else matters." -- Alan K. Simpson

In the research study, "Does Business Ethics Pay?" by The Institute of Business Ethics (IBE), it was found that companies displaying a "clear commitment to ethical conduct" consistently outperform companies that do not display ethical conduct. The Director of IBE, Philippa Foster Black, stated: "Not only is ethical behaviour in business life the right thing to do in principle, we have shown that it pays off in financial returns." These findings deserve to be considered as an important insight for companies striving for long-term success and growth.

1. Be Trustful: Recognise customers want to do business with a company they can trust; when trust is at the core of a company, it's easy to recognise. Trust defined, is assured reliance on the character, ability, strength, and truth of a business.

2. Keep An Open Mind: For continuous improvement of a company, the leader of an organisation must be open to new ideas. Ask for opinions and feedback from both customers and team members and your company will continue to grow.

3. Meet Obligations: Regardless of the circumstances, do everything in your power to gain the trust of past customer's and clients, particularly if something has gone awry. Reclaim any lost business by honouring all commitments and obligations.

4. Have Clear Documents: Re-evaluate all print materials including small business advertising, brochures, and other business documents making sure they are clear, precise and professional. Most important, make sure they do not misrepresent or misinterpret.

5. Become Community Involved: Remain involved in community-related issues and activities, thereby demonstrating that your business is a responsible community contributor. In other words, stay involved.

6. Maintain Accounting Control: Take a hands-on approach to accounting and record keeping, not only as a means of gaining a better feel for the progress of your company, but as a resource for any "questionable " activities. Gaining control of accounting and record keeping allows you to end any dubious activities promptly.

7. Be Respectful: Treat others with the utmost of respect. Regardless of differences, positions, titles, ages, or other types of distinctions, always treat others with professional respect and courtesy.

Recognising the significance of business ethics as a tool for achieving your desired outcome is only the beginning. A small business that instils a deep-seated theme of business ethics within its strategies and policies will be evident among customers. It's overall influence will lead to a profitable, successful company. By recognising the value of practising admirable business ethics, and following each of the 7 principles, your success will not be far off.

 The NEWORKer can be viewed online at the Work & Age Website http://www.nework.co.nz

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