The Art of Cold Calling (Updated)

This post originally appeared on the Software Carpentry website.

This is an update to an earlier post about how to approach potential bootcamp hosts.

Newly-trained instructors have asked how we go about approaching potential workshop hosts. The short answer is, however we can. The longer answer is, we collect names from journal articles, our Twitter followers, people we bump into at conference, or (increasingly) people who've been through bootcamps, then send emails like the one below. But there's an art to it:

1. I always open by apologizing for adding to their inbox. (It's a Canadian thing...)
2. Always establish a point of connection: "I was speaking to X" or "You attended bootcamp Y". This must be specific: spammers and headhunters have trained us all to ignore anything that starts, "I recently read a paper of yours".
3. Explain how we're going to help make their lives better (e.g., "Your graduate students will be able to push your project XYZ ahead much faster if you let us help them").
4. Be specific (e.g., "Our usual two-day curriculum includes...") so that they can figure out right away whether this is worth pursuing.
5. Cite our backers (the Sloan Foundation and Mozilla), as this makes us more credible.
6. Tell them that we're a volunteer organization, so that all they'll have to pay for is instructors' travel and accommodation, along with a contribution toward central costs (currently around $1500 per bootcamp).
7. Above all, keep it short. The message below takes 30 seconds or less to scan; add another few seconds for them to check the Cc: list (where possible, approach people in groups), and either they're hooked enough to hit 'reply' or they're not.

It's worked pretty well for us:

• About half of emails are answered.
• Over half of those answers are, "Sure, let's talk more."
• About half of those discussions lead to workshops, which means that about 15% of emails turn into workshops. This is a lot more impressive than it might sound—most people in sales figure that 2-5% conversion on cold calls is outstanding.

If you'd like to give this a try (i.e., email someone on behalf of Software Carpentry to try to start setting something up for 2014), we'd be happy to proofread your mail before it goes out. Here's a template: