The Alternative to Cold Calling, Chapter 1
Excerpted from Acclaimed author and speaker Tim Templeton’s groundbreaking new book, The Referral of a Lifetime.
It was another perfect morning at the California Coffee
Café and Bistro, the favorite spot of the locals in the tiny,
upscale California coastal town of Rancho Benicia. The fog
was floating in from the harbor across the street as the regulars
zipped in and out or stayed to chat, enjoying the ambiance
of the little café.
Chuck Krebbs, the owner, was standing behind the antique
oak bar that had been there when the town was a harbor
for the nineteenth century sailing ships and the place
was a watering hole for the waterfront’s sailors. Now,
though, Chuck proudly labored between it and his wonderfully
gilded espresso machine for this watering hole of a
different era and all the friends it had made him.
He took a moment, glance around, and smiled. Four of
his favorite regulars were there right now.
In the center of the café with her large double mocha
was Sheila Marie Deveroux, one of the most prominent realtors
in town. Flamboyant to say the least, the eclectic
woman with her raven black hair, her bright outfits, and her
happy way of talking with her hands was hard to miss at
her favorite table in the middle of the morning chaos.
Chuck couldn’t remember the last time he had seen her
there alone. She always had someone with her, which of
course Chuck liked since that meant yet another coffee
drinker. But he couldn’t help but notice that whoever the
current person was, Sheila Marie would treat him or her
like family. Just as she had always done with him.
“Chuck! A fill-up please!” Chuck turned his head to another
of his regulars–Paul Kingston, a casually dressed,
thirty-something good guy, who was holding out his empty
vanilla latte. Paul, a fixture each morning in the corner
booth, with his sports page and his own special coffee mug,
was one of those trustworthy men who knew everybody
and seemed to know a little of everything, who loves
spreading his knowledge around, and who had found a
home in managing sales at the largest auto dealership in
town. Chuck could not think of one bad thing he’d ever
heard about Paul–except that he was talking about cutting
down on his latte consumption. And that made Chuck
laugh since Paul had just ordered another.
Out on the patio sat young Sara Simpson, Female
Entrepreneur of the Year before she turned twenty-nine,
holding court. It was Tuesday. Every Tuesday and Thursday,
8:30 A.M. sharp, that was where she and eight of her
top salespeople met. A dynamo, all business and proud of
it, Sara loved to have her early morning meetings with all
her system sales consultants in the warm California coastal
air under Chuck’s umbrellas. “Double espressos all around,
Chuck!” was always her “good morning.” And he always
made hers a triple, just to see if she noticed.
And then there was Philip Stackhouse, striding in on
his expensive loafers for his large cappuccino-no-whip with
a purposeful, time-to-get-the-day-started wave. Philip, who
had just turned forty, had somehow turned his networking
ability and his early years hustling securities on Wall Street
into being the guy to trust in Rancho Benicia for financial
planning. Everybody knew it; everybody trusted him and
told their friends about him.
“The usual?” Chuck called as Philip came toward him,
saving Philip a few seconds. Philip gave him his trademark
thumbs-up and bellied up to the old oak bar, popping the
correct change on the counter as he waited for Chuck to
deliver his morning brew, which Chuck did in record time.
As he watched Philip pivot and head purposefully back
out the door with a smiling salute to the coffee “colonel,”
Chuck gazed over the scene, hands on his hips, enjoying
the sight. That’s when he noticed Susie McCumber standing
alone at the bar, staring at the circles she was making in
her coffee with her spoon. It was her usual–hazelnut with
steamed milk–Chuck remembered, and moved her way.
Susie momentarily looked up. “Hi, Chuck.”
“How are you doing?”
“Fine,” she answered, unconvincingly, continuing to
stare into her cup.
Chuck leaned closer. “Okay. Now. How are you really
Susie didn’t even look up this time. “Oh, you don’t really
want to hear about it, Chuck. But thanks for asking.”
She began to rap her fingertips nervously on the counter.
Chuck pulled a biscotti from the big glass jar at his
elbow, placed it on a paper doily, set the doily on a little
plate, and slid the plate right to her fingertips, bringing
them to full rest–prompting Susie’s eyes to look up to
“Yes,” Chuck said. “I do.”
Susie could see that he did. She gave Chuck the smallest
of smiles and said, “Well, okay. The thing is, I can’t deny
any longer that I’ve come to a crossroads.”
“What kind of crossroads?”
“The business kind. I may have to admit to myself that
what I’ve wanted I’m not really going to get. And I don’t
know what to do about it. I wanted my own business so
desperately. I wanted to feel some purpose beyond a nine
to five job, wanted to work for a dream of my own instead
of someone else’s. You know?”
“Oh, yes.” Chuck sighed, looking around. “I know.”
“I wanted to make a living, not just a paycheck that
could disappear at somebody else’s whim. So I got up all my
courage and all my savings and … well, I risked. I tried.
But,” she paused, fingering the biscotti, “it’s not working.
And I may have to give up.” She shook her head. “I mean, I
have to be the absolute worst at cold calls. I can’t do them.
Surprised, Susie looked up at that.
“It’s more than about making money, isn’t it?” Chuck said.
“Yes. Or it was supposed to be. But maybe I’m not cut
out to do anything but just put in my hours and get by.”
Chuck leaned against the counter behind him, crossed
his arms, and studied Susie.
Finally, Susie couldn’t stand it anymore. “What? What’s
Chuck grinned. “Less than you think. Susie, you don’t
know how familiar this all sounds. Look. I’m going to give you a phone number. You can use it or not. But if you do,
well, let’s just say that when I used it and I met and listened
to the man on the other end,” he waved an arm around at the
busy place, “the rest is coffee history.” He grabbed a napkin
and a pen and scribbled a number and slid it over to Susie.
“His name is David Michael Highground. A good friend
of mine referred me to him years ago, and now I’m doing the
same for you.”
Susie looked apprehensive. She’d heard so many
pitches, read so many books, and listened to so many big
ideas for making it “out there.” How could she get excited
about another one? She didn’t think she had the energy for
“No, Highground’s system isn’t like anything you’ve ever
That definitely surprised Susie. “Are you a mind reader,
“No, I just know exactly what you’re thinking. It’s just
another pitch, right?
“But have you ever heard a pitch that talked about relationships?”
he asked. “Or about building a business doing
the right things at the right times for all the right reasons?
Have you ever heard a pitch that suggests putting the relationship
first–making your growth foundation the golden rule?
“Trust me,” Chuck laughed. “David Michael Highground
does not now nor ever will have dollar signs on his
forehead! Yet he’s the most successful man I know. It’s not
about money. He has all the money he will ever need.
It’s about purpose and personal fulfillment. That’s what
floats his boat now.” He nudged the napkin closer to her.
“It’s your call. Let me know what happens.” And he moved
down the bar to wait on a new customer.
Susie stared at the napkin, then at Chuck, then back at
the napkin. Absently, she picked up the biscotti, dunked it
a few times, and took a bite. Chuck got busy again and
Susie’s thoughts went bleak once more. She swallowed the
last of her coffee, then picked up her belongings, turned to
leave, and remembered the napkin.
To her surprise, she reached out and took it. And with
a glance back at Chuck, she left.
Inside her car, Susie picked up her cell phone, then put it
down, staring at the number scrawled on the coffee shop
napkin. A rush of thoughts–not the least of which was the
thought of her cell phone bill at the end of the month–
made her hesitate. Maybe she needed to admit to herself
that her dream didn’t fit who she was. She just didn’t have
the right personality–or something.
But the things Chuck said.
Well, she sighed. She definitely needed help, that was
for sure. And she had nothing to lose, that too was for sure.
So she dialed the number and pushed the Send button.
“Yes?” The response was surprisingly warm.
“Hello,” she said, trying to hide the nervousness. “Yes,
hello … my name is Susan McCumber. Is David Highground
“This is he,” the voice responded, still just as friendly.
She paused, enjoying the warmth. She wasn’t used to
that sound from a stranger. She had spoken with far too
many strangers who hated receiving cold calls as much as she
hated making them. She took a calming breath. “Mr. Highground,
I hope this isn’t a bother. You see, Chuck at the coffee
shop gave me your name, said I should talk to you, that
you have helped him and thought you might help me.”
She could almost hear his smile over the phone. “Ah,
yes, Chuck. He’s a good man. Any friend of his is a friend
of mine. How might I help you?”
Susie realized she no longer felt nervous.
And to her surprise, she found herself telling him everything:
“Well, you see, I went into business for myself six months
ago. But now I seem to have lost my momentum and I’m beginning
to think the problem is me. What I mean to say is
that I started out so well and the company I’m affiliated
with is fantastic and the people are so helpful … and I
really believe in what we’re doing. But I’m not making it
work somehow. I’ve gotten off track and I can’t seem to get
back on. I feel like … like …” She made herself say the
word she had been dodging for weeks: “a failure.”
Susie couldn’t believe she had just admitted this to a
complete stranger. But the weeks she had spent attending
local chamber of commerce networking meetings and following
the cold-call procedures she had learned in training
without results had become increasingly frustrating.
To be around so many successful people who treated
her with respect and encouragement made her feel upbeat.
But each week the vision of her actually attaining the same
level of success as others in the business community
seemed to decrease because of her absolute inability to obtain
and keep new clients. In fact, the several contacts a day
she had been forcing herself to make had dwindled lately
to nothing more than thinking about making them. And
her workday had begun to consist entirely of looking forward
to the next business mixer to hopefully get an easy
lead, maybe a new direct mail concept or a new book or
audiotape that would save her. Day by day, she could actually
feel her confidence draining away.
“Susie.” Highground’s warm voice snapped her out of
“Oh, I’m sorry,” she said, embarrassed. “Really, forgive
me. I just can’t get my mind to stop thinking about it all.”
“Susie–may I call you that?”
“Sure,” she replied. “All my friends do.”
“Susie, you’re definitely not a failure,” Highground
began. “You’re simply in a place that all people pass through
at some time in their career and in their life. You’re on the
“The mantel?” she repeated. “You mean like the shelfover-
a-fireplace kind of mantel?”
Highground laughed. “That’s the image. The mantel is
a place to reflect. It’s where the good stuff happens. It’s the
best place to be in for me to help you because in order to
get off the mantel and move forward permanently, you
need a new plan. And you will move forward, I guarantee
it. Does that make sense?”
“Absolutely,” Susie responded.
“Okay, then,” Highground continued, “before we meet
I need you to know that my help is not for everyone. My
philosophy or way of doing business doesn’t suit everyone’s
style or need. So before I agree to meet with you, I need to
ask you a few questions. Is that okay?”
“Well,” Susie said, “I suppose so. ”
“All right. “First question: Do you like yourself?”
Susie almost laughed. What a question! Did she like herself?
She listened as Highground went on. “In other words, do
you want to become more of yourself and refine the gifts you have
been given instead of trying to imitate someone else?”
“I’ve never thought about it that way,” Susie replied. “I
can’t say I’m 100 percent happy with my current situation,
but as for myself, well, yes, I do like myself, basically.”
“Very good,” Highground said. “I didn’t ask if you were
happy with yourself. I help people become more of who
they are, to become genuine. That’s what others are attracted
Susie perked up. What a wonderful idea.
“So, question number two, Susie. Ready? Do you believe
in your product and company? Are you proud to associate
yourself with all aspects of your organization?” he
asked. “It can’t be only about making money.
“You see, I am going to show you how to build lifelong
advocates of you and your company so it’s imperative you
are absolutely sold out for it yourself. That way, even in the
event you were to move on, all the people you do business
with will feel that you moved them to a better spot with the
products or service of your current organization.”
“There’s no doubt about that,” Susie replied emphatically.
“That was why I started my own business in the first
“Excellent,” said Highground. “Now, question number
three. And this is probably the hardest one. Are you willing
to ‘stay the course’? Everyone is different so the system applies differently
to each. The one key thing, though, that everyone must have is
what I call ‘demonstrated consistency.’
“You will see results immediately, but the real lasting
effects, the kind on which you can build your business and
life, happen only when you adapt this marketing system on
a daily basis consistently for about four months. Then it
continues to build and deepen each month thereafter. So
the whole system turns on this: Will you stay committed to
a course of action that won’t include cold calling or making
others uncomfortable but will take a daily commitment on
Susie felt a bit overwhelmed. But there was nothing that
she was hearing that she did not instantly like. “Well, yes.
I’m ready to try,” was her determined response.
“Well, then, Susie, so am I,” was his reply. “We’ll meet
this afternoon, around 3:00, at the coffee shop if that’s convenient.”
“Yes, I can be there.”
“Good. See you then.”
Before Susie could respond, Highground was speaking
again: “Oh. One more thing.”
“Yes?” she replied.
“You’re going to do great.”
Susie tapped her cell phone silent. What was she getting
herself into? But she trusted Chuck, and this Mr. Highground
seemed to be a good friend of Chuck’s. She caught
a glimpse of herself in the mirror. “And,” she told herself,
“you certainly have nothing to lose.”
She’d be there.
Excerpted from Acclaimed author and speaker Tim Templeton’s groundbreaking new book, The Referral of a Lifetime, which offers readers custom-tailored strategies to increase client retention and referral, and thus their success, using proven techniques based on Templeton’s philosophy of putting the relationship first. His no-nonsense, straightforward approach makes his techniques easy to understand, and with your commitment, yield to a lifetime of success, both personal and business-related. Order your copy at http://www.mastertrack.net.