In my last post I went through the math on traditional cold calling.

There’s an alternative way to get meetings with prospective clients, but sales people don’t generally use it. Oddly enough they often do use it when they need a job and in this case they call it “networking”. I had to come up with a cool name for using networking in sales so I call it “social calling”.

Whatever you call it, I think the math on the effectiveness of a networking approach vs. a cold calling approach is pretty interesting…

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When I started selling technology I was told to get to the office at 8AM so I could cold call CIOs and catch them before their assistants came in.

When I did succeed in catching a CIO on the phone (one in say 50 dials) they nearly all dismissed me as a time waster. In fact, looking back on my efforts, I agree with them. I was a time waster.

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Getting in the door is the #1 problem for most small companies I know.

When I first got involved in sales I was a sales engineer. I supported a technology sales force on their sales calls with semiconductor engineers. I always thought I was pretty amazing. When I got to these meetings I had many engaging conversations with these buyers that our sales team did not seem able to handle.

Their knowledge seemed so “thin” compared to my in depth tech mastery. I wondered “what do these sales guys actually do? Many of them earn more money than me and when I go to these meetings I do all the work.”

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