Just hearing the words whispered causes chest-tightening, loss-of-breath anxiety for many people.
Perhaps one of these people is you. And maybe that’s why you’re reading this. Given the choice, most people would rather have their fingernails slowly removed with pliers than pick up the phone, call someone they do not know, and try to persuade them to do—or buy—something.
The mere notion of cold calling arouses fear—which results in most people’s reluctance to do it. Add that to the fact that many cold callers lack the knowledge and ability to do it well—not knowing any better than to use the cheesy, sleazy, salesy-sounding techniques that have spread like viruses over the years—and it further compounds the ultimate feelings of rejection after failing.
Yes, making cold calls is distasteful. And it’s dumb. I suggest you never place another one. In fact, after finishing this book, I want you to banish the term from your vocabulary when referring to professional telephone prospecting.
But how will you know what never to do again? Let’s begin by defining a cold call.
A cold call takes place when a salesperson calls someone he does not know, who does not know him, and—having little or no information on the prospect—robotically dials number after number, giving the same pitch to everyone who answers.
Of course, these calls are destined for failure. To illustrate the absurdity of the concept, ...