Making direct sales calls, particularly cold calls, is a chore for most people. Only the exceptionally extroverted sales person says, "Give me some names and numbers - I thrive on rejection." Our seminar students frequently ask about alternatives to the cold call. They say, "Why can't I call my congressional office and ask for help in winning federal business?" You can make those calls but don't expect much. Politicians cannot afford to be concerned about small to medium-sized businesses except in special situations. They prefer to focus their attention on winning votes and getting campaign contributions from large donors.

As we have discussed previously, your federal sales staff must make direct sales calls to those federal end users with money in their budget and a problem to be solved. Asking outside parties to help rarely produces much business. Sales are made in the federal market just as they are in the commercial market. You must call on someone who needs what you sell.

When Will Your Representative Help?

* If your company is bidding on a large project (i.e., the size of the Hoover Dam) in your representative's district and there are a lot of bidders from outside your district.

* Your corporate campaign contributions are so generous that your congressman knows your company's name.

* Your business has already won an award and your congressperson wants to take credit for the victory. In this case, your representative will schedule a small business assistance conference in your district, invite a couple of federal buyers, and feature your company (and your award) as the small business of the year.

Keep in mind that a representative cannot help every small business in his or her district. There's not enough time in the day to do so. So don't get discouraged if your efforts to solicit assistance from your congressional representative aren't successful.