Why Cold Pitching works

Mastering the corporate way of jumping the curb

We all know that one colleague who gets on so well with the boss. The same guy is our office buddy too. We do not particularly trust them yet we find ourselves telling them about everything. Welcome to the world of the gifted where doors are created and opened where there was none. Cold-pitching is such an incredible skill that breaks all the artificial gate-keepings of the world to reach decision makers. Let’s face it, the established protocol often deny you access simply because they sometimes consider you having it too easily. Have you been asked before how you got to get the boss’s email, or who the MD is to you? Many people prefer protocol and they often mount roadblocks for whatever reason.

Cold-pitching has never enjoyed good press, and that’s because the order of business fear chaos- they know that they cannot resist it. Better not be looking out for anyone to cheer you for daring. When asked, a Venture Capitalist would insist some relationship need to have been established prior to the first email but a email is a email. Curiosity could even work in your favour. For this to happen, you have to be excellent in the art of cold pitching.

A message from the curb

In a viral video of September 2023, a journalist, Ayodeji Bakare spoke from the curb some few meters away to the newly installed president of Nigeria. “Commodification of the naira, Mister President.” His voice was clear, and his message concise. For a leader with so many retinues of aides and bureaucracy surrounding his office, Ayodeji scored a goal in the act of cold pitching, especially because he got the attention of President Tinubu who beckoned him to give the details to the Finance Minister. Now, Ayodeji must have practiced how to get the attention of the president within a few seconds, beating the long process of protocol that it would take him to relay same message.

“Commodification of the Naira. This is Ayodeji Bakare. My President, Your Excellency, Commodification of the naira, Commodification of the naira, Monetary Policy. Cassava; use Cassava. Commodification of the naira for monetary policy.”

Ayodeji had barely finished talking when he got an initial response from the president. As you already know, that is not enough. That barely scratches the surface. However it is a win that potentially lead to great things. This example of cold calling needs be navigated in plain teachable ways.

Cold-Pitching to success

How many times have you had the fire burn low after your first moment of genius? That’s because you do not know where to go from the first act. Success in cold pitching does not come from just one act of courage, but a couple of intentional steps which I am only too happy to share. The first benefit of acquiring this knowledge is that you will cold-pitch with confidence, learn to trust the process and never get walked over in the process. Your will may be tested by intermediaries who you almost definitely will be referred to, but if you are already aware of what to expect and how to respond to each occasion, you will be making success out of your initial act of courage in no time.

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