Many readers of "On the Firing Line" have asked about my thoughts on whether it is possible, in the post-September 11th world, to make personal cold calls on federal buyers. While those of us in sales all agree that the relationship with the customer is most important, some sales executives cannot envision that such sales tactics are still an option. I have received countless email messages from readers who have, in the recent past, experienced difficulties in reaching government employees due to increased security measures.

In the days prior to September 11th, sales executives could "cold call" all day long. It was common for sales persons to walk from office to office without the benefit of even having a contact name or a phone number. I remember spending a whole day in the Sears Tower in Chicago using its unique elevator system to get myself lost in the tallest building in the US. Eventually someone would discover me in their building and call the building's property manager to have me removed from the premises. Little did they know that most of the property managers in town knew me because they either used my company's services for their temporary office needs or referred me to one of their tenants who had a need for emergency furniture. So, I always welcomed the efforts of the receptionist or tenant who "told on me" to the property manager and asked the property manager to escort me out of the building. By the time I was on the first floor, the property manager and I would be laughing behind the tenant's back and setting up an appointment for lunch or, better yet, an appointment to space plan their temporary offices while they were remodeling !

These days, you can't just walk into the Sears Tower. You can't just walk into any business. But, you can walk into federal buildings. They are public places and, if you state your business, you are usually admitted into the building. If you aren't allowed into the building, simply call your contact 2-3 days prior to visiting and let them know you're planning to be in the area and hope to "pop in" to see them. Typically, if the customer has heard your voice on a message a few times, they'll consider meeting you when you get to their building. Just give them a call when you're in the lobby and let them know you're in the area and would like to introduce yourself or at least get their "advice" on how to do business with their agency.

For those who are skeptical that my suggested technique works, I've had stand up, cold call appointments at the FBI, the Defense Logistics Agency, the Defense Contract Management Agency, Public Buildings Services, the Veterans Administration, the Senate, Andrews Air Force Base, Fort Belvoir, and the Pentagon. My secret to success is using the following techniques:

Cold Calling Tactic #1: The Assumed Appointment

First cold call on the telephone - Message: "Hello, this is Eileen Kent. I am committed to understanding how to do business with your agency and I hope we can talk either today or tomorrow. If I don't hear from you by 2 p.m. tomorrow afternoon, I'll call you again."

Second cold call at 2 p.m. the following day (since they never call you back) - Message: "Hello, this is Eileen Kent. I was hoping you could point me in the right direction. You see, my company has asked me to investigate how we can assist your agency and I understand you are the expert. I hope to hear from you by 2 p.m. tomorrow. If I don't, I'll call you once again."

Third cold call (now that you've established that you are a person who follows up and follows through) - Message: "Hi, this is Eileen Kent. I plan to be in the area this afternoon and, hopefully, we'll have a chance to meet for a couple of minutes. If this afternoon is not convenient, please call me at xxx-xxxx and we can set up a more convenient day and time."

The target customer will either call you right away or they'll expect you in the afternoon. When you stop into the building, ask for the individual and you'll be amazed how they will come out of the building to visit with you. They have been staring at the same co-workers for decades and they love the opportunity to get out of the office -- even if it is with a persistant sales person. When I cold called the FBI after leaving numerous calls with the Chief of Procurement, his assistant met with me out front because she was "dying for a cigarette" and gave me many leads as she satisfied her craving. Your face-to-face meeting is the time to be yourself. Be sincere and very appreciative that they've taken the time to see you. I suggest mentioning something such as "I realize that you are probably very busy and I will keep this visit brief. I was wondering if you could point me in the right direction. How does this agency make decisions about [choose one] moving, changing computers, training, buying cleaning supplies, ordering office supplies..."

Cold Calling Tactic #2: The Team Approach

Tag Team with someone who already is working in the building as a vendor. Get this person to escort you around the building. I call my tag team friend a "fox" and he or she can be extremely helpful. I had a wonderful "fox" who handled signage at the Pentagon. He asked me to make a list of all the people I wanted to visit and meet face-to-face. I did two weeks of advance work and contacted my list of contacts to tell them I would be in the building and that I might be stopping in to see them. They all followed up with me to let me know their office numbers and basically told me, "Good luck catching me in the office." I not only met with about 15 people on the appointed date, I even met the designer of the wedge which was hit in the September 11th attacks and when she re-created that wedge, she designed a small, intimate and beautiful chapel exactly where the plane hit. That was an amazing cold calling day. Every person was warm and welcoming. Once you're on the inside, you truly are "in ."

Cold Calling Tactic #3: The Insider Approach

If you have any family or friends in the military, retired from the military or married to the military, take them out with you on the road. Depending on the security level of the base, a military ID can usually get you on base. Make sure you have proper identification, insurance for your car and a social security number. You also must be a naturalized citizen or you will not be allowed on any base. Once on base, it is like cold calling upon a city. Prior to making cold calls on a military base, I investigate which departments might need my services. Upon gaining admission onto the base, I go directly to the MP's office (the military's police department). Explain your reason for being on base and ask the MP's for directions. Typically, the MP's will open a map for me and start circling every office of the people I am hoping to see. I also stop in the hospital because they sometimes have a separate contracting office.

One place to visit is the contracting office and the SADBU officer. Introduce yourself and ask if any of them can point you in the right direction. If they have a minute and you're friendly enough (read, not acting like a salesperson), they will gladly help you.

Cold Calling Tactic #4: Ask Your Current Client To Introduce You Around

While you are in an appointment with a end user, ask them if there is anyone else in the building or at any of the agencies nearby that they think you should meet. Tell them it is tough to get in without an appointment and they might even escort you right over to the other office and introduce you. That has happened to me over and over again while I have been conducting business in DC. If end users like you and trust you, they'll recommend you. Don't underestimate the power of your positive impact on them.

Cold calling is just like diving into a pool head first. While the impact of the water can seem ice cold, it always warms up.

You can do it!