I just had a cold calling nightmare experience, and it’s the best experience I could have had.

It wasn’t even a cold call-more like a lukewarm call. I was calling the general manager of one of the oldest and most prestigious private clubs in Manhattan, following up on a personal letter of introduction I wrote that contained the name of a mutual acquaintance. This acquaintance is also the manager at my my private club and has an outstanding reputation.

The greeting by the receptionist was cordial and warm. I explained that I was a business advisor to private clubs, and asked to speak to Mr. (name), the general manager. She passed me on immediately. The general manager answered the phone and, before I could finish my introduction, was told that the club didn’t need any help, and goodbye.

Not was I expected. Private clubs are known for two things: gracious manners and not admitting that they need help. So, being told that they didn’t need help was not surprising- how I was told was.

I do not enjoy making unannounced calls, so I had pushed myself in this case. I expected some resistance, but also expected a one-sentence opportunity to explain my services. This exceeded even my worst case scenario for the call.

But, it wasn’t that bad. I lived through it and my ego is still intact. It also gave me some clues about who to target and how to change my introduction, so there was a learning lesson involved. And, I have to go back to my contact and see if there are any hidden issues that I need to learn about myself.

So, I am actually emboldened to try, try again. This may become a game. On the other hand, if only I could get my website to generate more leads…

An outstanding piece of research is available at http://membershipmarketing.blogspot.com/2009/08/membership-marketing-benchmarking-final.html

It’s packed with valuable facts that can be helpful to any organization that seeks to build membership. Here’s a description:

In the spring of 2009, Marketing General, Inc. (MGI) launched a survey designed to gain insight into the tactics and strategies that associations use to recruit members, engage new members, renew existing members, and reinstate former members. The goal was to better understand what tactics correlate with higher new member input, better renewal rates, and overall membership growth.

Over 500 association professionals participated in the survey and shared their associations’ information and experiences.

We’re not out of the woods yet, and the pressure to reduce spending to save cash is still immense. Rather than wait for the mandate to further cut marketing dollars, consider these proactive steps.