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Mastering the World of Selling: The Ultimate Training Resource from the Biggest Names in Sales by David Riklan, Erik Taylor

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Chapter 46. How to Make Successful Cold Calls

Ron La Vine

Accelerated Cold Call Training

Are you having a hard time reaching decision makers, setting up well-qualified appointments, getting past gatekeepers, gathering information, or finding if you are calling on a prospect who is an appropriate choice in the first place?

These are big problems today in cold calling on businesses. It is so hard to get a response. The situation is bad, but it really doesn't have to be. This problem often stems from sales training in which reps are trained to start selling before they have determined if there is a need to sell. The problem becomes further compounded when sales reps think they are speaking with a decision maker but they really aren't. Add the urge to speak about their solutions rather than asking questions, and all of a sudden cold calling becomes difficult.

Becoming successful at cold calling requires you to switch from the old "If I make enough calls, I'll sell something" to "If I speak with the person who has the authority and need to buy and if I have the right solution to fit their needs, then they will buy" approach. This approach emphasizes finding the decision maker(s); using exploratory questions and active listening to gather information; learning who has the authority to buy, if there is a need to buy, and, if so, what you should be presenting so the prospect will buy.

STEP 1: ESTABLISH CALL OBJECTIVES

Your first objective should be to locate what we will call the "who," or decision ...

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