The Secret Code of Unreachable Directors #18

A business is a pure strategy game. The opening is the most important.

This week, I did what every consultant eventually has to do:
I stepped out of kitchen table and strategy sessions… and into a client’s office.

A manufacturing company in the South.
Solid product.
Strong capabilities.
A good reputation.

And one huge issue:

They can’t find new clients.

Not for lack of trying, oh, they tried everything:

• Social media

• Paid ads

• Networking events

• Local groups

• A few marketing agencies

• A sprinkle of “maybe this tactic will work”

Nothing moved the needle.

So I said,
“Let’s go old school. Let’s pick up the phone. Let’s do a bit of cold calling.”

And that’s where things got very… educational. And interesting.

Day 1. Eight Calls. Zero Directors. Mind Blowing.

I sat in their office to observe their cold calling strategy to be able to coach.

The goal was simple:

A list of ideal potential clients.
Follow up a previous email and speak to one of the directors.

Just a conversation.
Not a pitch.
Not a sale.
Not a commitment.

Just a quick chat.

(They never say no to this.)

But apparently, this simple request is a forbidden activity in the business world. We used the pattern interrupt method and we managed to put the receptionist in difficulties.

However,

• Six companies were, miraculously, having an audit that exact same day.

• Two directors were “on the field” (code for “protect the director at all costs”).

• And every receptionist repeated the same sacred phrase:
  “Send us an email and we’ll forward it.”

Of course they provide the generic email address. But we pushed gently.

“Could we have the direct email instead?”

Three receptionists froze like we had just asked for state secrets. But they say they don’t give out the directors emails.
Four gave us emails…
all wrong.

The Corporate Code of Silence

By this point, I am convinced there is a secret chapter in every company handbook:

But this experience highlighted something real:

Most businesses don’t have a marketing problem.
They have an access problem.

You can have the best product, the best pricing, the best delivery.
But if you can’t get through the front door… you’re invisible.

And if you’re invisible, growth becomes impossible.

Where My Experience Comes In

Throughout my career, I’ve made hundreds of cold calls 
successful ones, painful ones, and legendary ones.

I had all these calls recorded, then I used to sit down with my line manager and analyse them: what went wrong, what was great, what has improved from the last time.

And here’s what that taught me:

Cold calling is about structure, confidence, and psychology.

1. Pattern Interrupt

If you start like every other caller, you die like every other caller.
Your intro has to break the script they expect.

2. Controlled Busyness

People respect what looks in-demand.
Taking a brief pause, a thoughtful breath, shuffling papers, it signals:
“I’m not desperate. I’m selective.”

3. Limited Availability

Instead of “When can you talk?”,
I’ve learned to say:
“Let me see if I have a slot on Thursday morning…”
Suddenly, you become the one with options.

4. Objection Handling, the real differentiator

This is where deals are won.

You need to handle objections like a human, not a script:

“We already have a supplier.”
→ “Perfect, that means you value long-term relationships, that’s exactly why I’m calling.”

“We’re in an audit.”
→ “No problem at all, audits usually mean things are moving. When’s your calm week?”

“The director is unavailable.”
→ “Of course, directors rarely are. Let me ask you this: who would be the best person to tell him whether this is worth two minutes?”
(And suddenly, you get a name.)

“Send info to a generic email.”
→ “I can, but it won’t be useful without context. Would it be possible to have the direct email of the person responsible?”

5. Controlled the tone of your voice

When introducing yourself, use an ascending tone of the voice, like asking a questions:

“Hi, this is Adina? Calling from X company? - you get it.

This intro makes the person from the other end ask themselves: “Do I know this person”, “Have we met before?” You distract them from the cold calling idea and make them curious of who you are.

Make 3 seconds break when you ask questions, it creates empathy.

“Tell me, John, if you had the chance to… mmmm (3 sec pause) the chance to make more sales, what difference will make this for your company?

You don’t push.
You reframe.
You show confidence.
You show standards.
And that changes everything.

But,
you can’t use any of these tools if you can’t reach anyone.

Which brings us back to the heart of the issue…

Before I go…

Have you ever encountered the “Director Invisibility Protocol”?
The audits, field trips, mysterious unavailability?

See you in the next edition,
Adina 🖤

Business Consultant & Fractional CRO
Helping UK businesses scale smarter, with structure, finance, and strategy that work.

Visit my website www.ellcadofinance.com