Earlier I wrote about the 'interview' I had with La Maison d'Essence. I left the meeting at the earliest opportunity and never followed up what would have happened if I had stayed. I suspect that I would have been made to sell copycat perfumes to friends and family for a few weeks before being told that I hadn't hit target and then dumped.
I haven't always been so shrewd. After I got made redundant from Sanwa Bank in late 1996, I was interested in getting some sales experience for when I might start a business of my own. I saw an advert for a sales job in East Finchley and went along to it. The company had in the past published a reference book called 'The Parliamentary Yearbook'. This year, the idea was to publish it as a CD-Rom for the first time. The job was just to sell advertising space. It involved making cold calls to managing directors.
The pitch was to insinuate, without ever stating it, that you were a civil servant. Instead of phoning up and saying 'I'm calling from XXX Ltd, publishers of the Parliamentary Yearbook', you were told to say that you were calling from the 'Parliamentary Information Office'. You started by saying 'As you know in your industry, it's of the utmost importance that [here you filled in something that was specific to the industry]. Well that and other key factors are going to be addressed in a forthcoming report by [the goverment minister for the industry]. In order that you can add your voice to the report, we are offering you the chance to comment on the issue and in addition there will be space for a full corporate profile. In order to underwrite our free distribution to X thousand goverment offices and businesses, there is a charge. It's X for the full page and Y for the half page. Would you like the full or the half?'
Of course you rarely ever got through the whole pitch without being interrupted, but it did happen sometimes. I lasted about 9 days without getting a single deal. It wasn't that I couldn't do it. I was given an impossible sector: translation bureaux. Most were small business with only a couple of translators and trying to get them to spend #500 when their Yellow Pages ad that brought them all their business cost about the same was a complete waste of time.
You were not expected to use your real name. Names were made up for everyone. Place names and product names are good as they are easier for people to spell. So there was a Mr Lancaster, Mr Wilkinson and so on.
Only one man in the whole office made any real sales. He was pitching the airlines, who had far more money to waste. He was younger than me (about 25 at the time) but his voice made him sound a lot older and he would pretend to be about 60. I heard him say things like 'Ha ha ha. Yes my grandaughter's tried explaining computers to me but I don't get it at all'. You have to imagine the slackness in the vocal cords to get the full flavour of it. It was hilarious to watch, espectially as he used to march up and down on the tables in the office wearing a furry hat with antlers sticking out of it while he was talking to the head of some airline. I'll never forget the time he was telling one of them which of the competitors had already booked (one of the most convincing arguments for any paid employee who isn't spending his own money) and he said 'I think we have Virgin. Let me check.' He then turned to nobody in particular and asked 'Have we got Richard? ... ... Yes! Richard's on board'.
I would recommend that anyone should try and spend a week in one of these 'boiler room' operations. You learn a lot about how people operate and how to isolate the actual decision maker in any organisation.
A friend of mine is far better at it than I was and has at times scratched a living out of it. The fact that he was fantastically talented at it and only made a small return should let you know what a waste of time it is to believe all those ads that tell you that someone in the office made #3,000 last week. He has pitched under a hundred false names. My favourite is 'Leroy Von Fame' - a subtle reference to the character of Leroy from "Fame" - a hit TV show from the early 1980s.
_ DY
at 3:55 PM BST
Updated: Thursday, 24 July 2003 1:26 AM BST