Does the thought of cold calling leave you, er, cold? Then steel yourself - taking the initiative and introducing yourself to a potential employer over the phone can create a very powerful impression. Here, leading career experts take some of the mystery - and the pain out of picking up the phone
Prepping the call
Know who you're going to ring: you might get away with 'Dear Sir' in a letter, but you have to ask for someone, not 'sir' on the phone
Send a formal email or letter to the appropriate person, saying that, with their permission, you will call in the next few days to discuss further. You now have a reason to call up and a way of getting past the gatekeepers. And, by giving them some information first, you make it harder for them to tell you to go away. Writing beforehand will also save you time in having to explain and warm them up on the call
Set yourself not one, but up to three, aims for the phone call. Why? It's the law of probabilities. The person you're calling is not likely to refuse all of your requests. Good aims for a cold call are 1) a meeting 2) a lead 3) some help or advice
Prep for the questions they might ask you. For example: "Tell me about yourself."; "What are you looking for?"; "How did you get my name?"; and "Why this company?"
Always go to the person with direct responsibility for your area - usually the relevant line manager. Avoid HR at all costs! HR will match CVs only against the jobs they have. A tip for more senior positions: target the individual two rungs up the ladder so that you are not perceived as a threat by someone at your level
Making the call
To get the right person's name, trawl through your trade press to see if there are any interviews with people from the company you want to target. Or look at the recruitment section to see who's moving where. Alternatively, try a bit of subterfuge. Ring up and ask for 'the head' of the relevant department and, if probed, say that it is a personal matter, or that you have been asked to find out by your boss. Also, using the person's first name can make switchboard think that you know him or her
If you can't get through to the right person, get their name and job title, and write to them instead, mentioning that you rang. Avoid speaking to anyone else or leaving voicemails
If you do get through, don't just launch into a verbal CV. Instead, state who you are, the reason for your call (to seek advice) and why you are calling this person (because they are a leader in your field; you noticed the company was expanding in this area etc)
The best opener is one that focuses on them, and not you. A phrase like "I notice that you are setting up a new IT division and was wondering if my experience at IBM might be of interest to you." is a powerful start. Or, if you have a good referral, "I spoke to an ex-colleague of yours, and she suggested I call you to see if you had any opportunities in... is now a good time?". Be yourself, get your key message across in five to 10 seconds, then shut up and listen.
Show you have good knowledge of the company, especially the division the person you're calling works in - whether it is that their department is growing or they've just launched a new product. This will make you sound more credible and make them more inclined to listen to you
To get a conversation going, structure questions so that they can't be answered by a simple yes or no, and talk about something you know they have on their professional plate - what their firm or department is currently going through, for example
Best way to handle your nerves? Slow down! Remember that nearly everyone gets nervous. So if your voice tends to tremble - and it will - practise beforehand with a friend until you become more comfortable. Also, when nervous, take your time, think and listen
End the call by securing a next step: a meeting or the name of someone else you should talk to
The best sign-off? Clarify what has gone on, so that you don't get off the phone in any doubt. For example, "So if I understand you correctly, you do have vacancies in...". Likewise, say what you are going to do next: "I'll email my CV now, and give you a call in the next few days if that's OK." Always try to keep in control of the process.
Don't...
Ever ask for a job - it will make the person you are calling defensive, and less likely to open up to you. The very best approach to cold calling is to look on it as asking for advice
Leave a message on voice mail or with someone else - that's the coward's kind of cold call. You would be better off putting it in writing
Cold call from your mobile - it can seem less serious or professional with all the background noise
End the call without a next step - getting a meeting is not the only good result of a cold call - others include getting the name of someone else who could be of help, or an agreement for you to call back in a week's or month's time, or even just more information about the company's plans
Refer to an obscure contact
Lose it - people can become defensive, may criticise you or even slam the phone down. You need to be 100% positive and polite at all times, no matter how the other person responds
