Cold Calling...The Truth...Really.

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I hope this helps someone.

Cold calling is selling. It isn't what you do before selling...it's selling.

And the vast majority of people are terrible at it. Just like the vast majority of people that try acting...or stand up comedy...are terrible at it.

Cold calling has no built in crutch. Are you calling past customers? That isn't cold calling. Are you calling people who gave you their phone number for further information? That isn't cold calling either. In these situations you have a huge crutch that helps you out.

Cold calling on the phone is the process of calling highly resistant people...that are used to hanging up on cold callers...and are busy, and don't want to talk to you.

Sound like fun?

I'm going to give you two truths that you may disagree with. But you would be wrong.

You need a great script written by someone who knows how to sell at high levels.

I know...I know....you don't like scripts... Then you will fail, and blame the cold calling process. All great salespeople use scripts. No, they aren't reading the script into the phone. But they know exactly what tey are going to say, the inflection and tone they will say it in, and know exactly how to answer the few most common questions they will get.

Top phone people use scripts. Why? Because nobody is at the top of their game 24 hours a day. And a script will keep you from saying the 99% of statements that will kill a sale. Believe me, you aren't as fascinating as you think you are. We simply can't be consistently brilliant by winging it.

I've been selling at high levels for 40 years. I always know exactly what I'm going to say before I say it. No, I'm not reading it off a page...it's memorized and internalized....just like actors do...just like stand up comics do.

Here's something else you should know. The vast majority of people that try cold calling..are going to fail. Why? They sound terrible on the phone. Are you engaging? Can you sound completely interested in what the person is saying, even though you have heard it 10,000 times before? That's acting. And you don't get that skill on day one. It takes quite a lot of practice...with a proven script written by a high producing salesperson.....and then you'll probably fail still.

When you call, all you have is;

Your script.
Your personality (or your ability to produce a fake personality)
Your tone, cadence, and ability to be interesting...and interested...or at least be able to fake that convincingly.
Your list, and any relationship you have to that list.

Sure, selling is a "numbers game". But if you are terrible at it, those numbers are soul crushing. And the default position is always "Terrible at it".

Please....please don't come to this forum with a sales script you just made up...and ask us "What am I doing wrong?" It's just too painful for us salespeople to read.

It's like trying to save a man that has been stabbed in the chest, and you are using a plunger...and you are asking us "What am I doing wrong?"....Well, to start with, you have no medical training, a plunger isn't going to help you.

And we say "You need to become a doctor before you treat people" and you say "I don't believe in all that "medical training"...saving lives is a Numbers Game. And I don't feel natural doing rehearsed medical procedures...so I'll just wing it".

Does this mean you cannot make money cold calling prospects that are completely unaware of who you are? No.

But if you start out with no training, ...no script (a professionally written one, not one you cobbled together from forum posts), and no connection to your list, you'll almost certainly fail. By that I mean you'll quit pretty quickly.

If you really want to learn how to cold call, get a job at a company that sells something over the phone. Do it for 6 months. You'll either get good at it...good enough to make it work on your own...or you'll quit.

I assume you are selling SEO services...or some type of online services....you should be marketing online. Practice what you preach.

Because there is no good answer to the question "If you sell online marketing services, why didn't you market to me online?"
#offline marketing #callingthe #cold #cold calling #phone sales #selling #truthreally
  • I agree that a great script makes you serious money, but where can you have a professional custom sales script written?
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  • I say, whatever works. If you have to outsource the writing of a sales script, such as Fiverr, give it a shot. It could make a difference.
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    • The script is SUPER important but also a natural ability helps. A person can be taught and get better with time as well though.
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  • Yes, l have dealt with a few of those Claude, they don't take no, for an answer and usually ask, "why" then l hang up!



    About as bad as saying, "are we there yet".

  • Great post Claude.

    I write pro sales scripts for a living and I've spotted the flaw in your post ;0)

    It is very likely that no one here could afford to have a pro script written.

    You will not find a pro script writer on Fiverr so don't bother.

    I think it IS possible that someone could come up with a passable script if they studied hard enough.

    But there is no question that the very best scripts are written by people who have gone out and cold called for themselves and have built up enough experience to at least know where to start and how to adapt a script as they learn more about the target audience.

    I've been working with a relatively new venture for the last 5 months developing a method and script for cold calling to smallish businesses.

    It's Saturday A.M. here and I'm exhausted.......cos I've been cold calling all week...in front of the new telemarketers and happily showing them how to do it.....and letting them hear some of the rejection, and letting them hear my gentle dulcet tones as I maneuver my way through the minefield that is cold calling.

    I've been teaching this type of work for 25 years.......and I'm good at it......and to develop a good script takes months of testing, tweaking....and yes...failing on occasion.

    Jason Kanigan has very generously posted some great material right here on the forum that will give people a massive advantage....just search his posts.

    Anyone who undertakes to grow a business by cold calling I take my hat off to you.

    It can be done and in some ways it is an extremely good way [if not the best way] to build a business
    because so few get good at it.

    Like you Claude, this is a methodology that I live and breathe.....but for anyone with no experience I would say.....don't undertake it lightly.
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    • Agreed. But "studied hard enough" is going to mean something different from what readers think it means. Reading 10 posts on a forum isn't going to scratch the surface.

      One possible answer is to simply find someone with a successful script...and steal the script. Not patch 5 scripts together...but just use the script as is.

      Or buy a ready made tested script from someone who sells what you sell. It seems that just about every sales niche has their superstars. If they use a script (or memorized language) you could simply buy the script...or they may just give it to you.

      I think if someone simply kept trying new language when selling over the phone...and kept records of what worked...a usable script would eventually emerge. But most people wouldn't survive the process.

      The one advantage of developing your own script over a long period of time, is that you'll figure out why something works and something else doesn't.

      And simply buying or borrowing a script, even though it gives you what you need....doesn't teach you anything.


      Fiverr.....

      Added later; I wanted to say again that cold calling is personality driven. Sure you need a proven script...but if you talk in a monotone...or sound like you are disinterested in the prospect....or aren't really driven to make the appointment/sale..you won't.

      For phone selling where you know the customers (like customer service) or where your company has a great reputation in your business..(and the prospect is aware of it), personality is less important.

      I get calls from Godaddy that are professional and helpful (yes they are sales calls), and personality is less important. But a real cold call? A huge benefit claim, timing in speech, real sales language, and a practiced delivery.....with a proven script and a good list.....and you can make it work well enough.
  • Agree with you about the script...

    I can't recall anyone saying they loved a movie but it would have been better if the actors hadn't used a script. They have a script and make it sound natural...

    same principle.

    Thanks for taking the time to post.
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  • Banned
    Cold calling?

    Ok, lets see you sell a tractor to an old lady living in a city.

    ...and, GO!
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    • No sane person would try to do that.

      Maybe I should have said this at the beginning...this thread is directed at sane people.

      No cold caller would call old ladies in a city trying to sell a tractor. Although, now that I think about it...I've seen prospecting/advertising mistakes almost as bad.
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  • I think this is important.

    People seem to think that there's one magic script that's the road to riches.
    There isn't.
    We're all individuals and parroting a script - even a well researched and written script - isn't going to "work" by itself.
    Your own unique personality is your USP. And putting a little of that into any script will impact your results more than just about anything else.

    Personally, I don't think you can fake interest. Even the best con men get caught eventually...
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    • You mean get caught being polite? Being engaging? Heaven forbid we were actually nice to someone.
    • Exactly. Faking interest doesn't work.

      However, genuine interest in the potential customer's situation (I mean REAL interest)
      is what makes selling so easy. A real person showing a real interest is very hard to resist from the customer perspective.

      I don't recruit anyone until I've personality profiled them and done an in depth interview to find out if they can be totally genuine. We never employ fakers....fakers don't prosper.

      Being interested in people is the absolute best qualification....and is what makes cold calling easy when it's done right.
  • So, just asking, do you do stand-up comedy?

    Excellent points in this post. Cold calling is not for everyone however and just as anything in marketing or business there is a point of saturation. Every extra person who calls your prospective customer is going to harden your prospective customer's response...must like the hard skin.

    I think in any sense cold calling is not personally for me because we prefer to focus on delivering the value and letting our work speak for itself than to focus on the psychological aspect.

    I am sure it takes a keen mind to know precisely what to say and expecting how your listener will respond; it also takes a keen awareness to respond rightly. It's too much pressure and annoyance in a 5 minutes phone call in my opinion; there are better ways to generate leads or sales.

    Just my opinion but I think cold calling isn't something someone should invest their time into learning but rather focus on meeting people in the real world face to face if anything. (it's on the way out, no one has time to spend 5 minutes talking to every caller. You're fighting too hard for their attention and it's only going to get harder with more cold callers.)
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    • This has nothing to do with cold calling. Cold calling is simply calling people to find out if they are a prospect for your service/product. You deliver value after they become a customer. and delivering value is assumed. Cold calling doesn't mean you don't deliver value.

      It takes a keen mind (and marketing/sales experience) to write a producing cold calling script. The purpose of the script is to do a lot of the work, for those whose mind isn't super keen all through the day. I agree, there are better ways.

      I keep hearing from people who don't cold call...that cold calling is on the way out. Maybe.

      Nobody has 5 minutes to talk to every caller, in the same way no business makes money by buying every single "profit producing" product salespeople show them.

      Fortunately, the vast majority of cold callers are terrible at it..and from me they get the dial tone. But then I keep hearing from people who have cold calling organizations, and they are doing quite well.

      And they all...without exception...use scripts.

      I have a client that sells life insurance, and he cold calls to make appointments, for a follow up sales call (in person). And I know a guy that owns an insurance agency that simply sells over the phone with cold calls.

      Both make plenty of money. I know my personal preference, but both models are quite profitable.
    • [SIZE="5"][SIZE="7"]I completely agree with what you say here.....however......

      It's the fact that cold calling is done so badly, that makes it actually easier for
      people who know how to do it well

      If you can't figure out how the poor performance of your competitors makes your life easier it's because they lower the potential customer's expectation of what will happen on a cold call. The lower their expectation....the easier it gets.

      I love hearing from clients who say...'It's getting really difficult because they've had so many calls from our industry ...blah blah...'

      That is music to my ears.....(and the sound of a cash register in my imagination)

      Claude is right...and I'm paraphrasing.

      Cold calling is hard (check)

      Cold calling takes huge amounts of skill (check)

      Cold calling needs a script (check)

      Solve those problems however.....and there is a good living to be made.
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  • Banned
    Although I don't think it "qualifies" as a "Cold Calling" ... Recently I had a phone call from my Internet Provider and at first he was nice and accommodating ...

    However as the conversation went on he started to get a bit "pushy" ... (So I decide to give him a chance ... ) And now I'm paying much less for my Internet with more data allowance.
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    • It's doesn't. You're a customer, already.

      What was the premise for the call. I doubt he just wanted to know how you were doing.

      Pushy, how? If it was a sales call, pushy could just mean forceful. I'd hire that guy. lol

      I really don't understand what that means. A chance at what?

      You can call your cable company and get a reduction in your charges, simply by asking, at least once a year. Same with your credit cards. If you've been a good customer with no late payments, you can ask for and generally receive an interest rate deduction. If they say no, get insulted and tell them you want to cancel the card. That usually works. lol

      If you wait for these people to call you, forget it. They all have loyalty programs and retention departments. It's amazing what you can get if you just ask nicely.

      Pick-up the phone.
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  • Banned
    I'm very much a "Newbie" in Sales ... However those two sentences don't quite fit with me. Going back to my phone call example ― if you use those methods to convert more People (=Giving them more "value") then maybe it's not such a bad thing.

    2C
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    • I want to address that.

      A certain kind of person would read that and think I'm suggesting that you lie to customers. Not at all.

      I am suggesting that you be engaging, interested in them, and personable.

      Frankly, many of us aren't that way naturally. But sounding disinterested and speaking in a monotone will kill any chance of a sale. I speak from experience, watching hundreds of salespeople make the exact same presentation.

      So, if you aren't a naturally engaging person, acting more engaged is better than sounding disinterested.

      And...we all do this to one degree or another. And we do it most of the time. It's called being polite. Any skilled conversationalist does this. So does any skilled salesperson.

      As a personal example, I'm a very transactional person. Truly, I'm not naturally engaging or personable. I almost never really enjoy personal conversations. To me, selling is a skill and a way to make money. But I never really enjoyed the personal contact.

      I learned long ago, that I have to act as though I'm more interested in what they are saying than I am.

      I don't do this by lying..or conning people. I don't cheat anyone or misrepresent anything. I just talk very slightly louder than normal, and very slightly faster than normal...and use slightly exaggerated voice inflection and timing.

      That simulates a greater degree of interest, energy, enthusiasm....when I'm not really feeling it naturally.
      I've been doing this so long, that it's automatic, and only my wife and son can tell. It's a subtle difference.

      Again, everyone does this (or some version of it) when selling, or in conversation. I just had to do it consciously.

      And I should say this, I would never hire a person that has to fake their interest or enthusiasm. There are too many people that are engaging naturally, and you can just hire them.

      You can be very interested in serving the customer's best interests (which I always am), without particularly enjoying the actual conversation. My doctor is highly competent, and he's engaging. Does he really think my latest medical concern is fascinating? I have no idea. I only care that he is listening, and giving me the best advice he can. And that's what I do too.
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  • This has been a great thread and I believe Claude's First statement 'I hope this helps someone' will indeed be the case.

    There have been all sorts of scenarios described here and I thought it would be useful to summarise.

    1. In a 'one call close' scenario the purpose of the call is to see if the person called is a possible/potential customer for whatever is being offered.

    Finding this out involves asking one or more questions and means you'll have to have an approach that doesn't get the phone slammed down in the first 5 seconds. This part of the call demands a very very high level of skill and experience.

    2. Having established that we are talking to a potential customer, we now need to ease into a slightly deeper qualification. It's probably best at this stage to get their permission to continue. The best way to make that happen is to establish that you may have a useful/profitable/convenient...etc etc....solution to a problem that is sufficiently painful that your prospect is willing to look at possible solution[s]

    3. A great qualification process will remove all barriers, i.e. price/value....simplicity, understanding etc etc so that when we move forward to completing the sale we should hit little or no resistance.

    4. Once you've explained your solution [and assuming you've covered everything that might make them hesitate] it would seem logical to ask them whether they'd like to go ahead.

    The reason for summarising is that new people get awfully confused about what stage they are at and find it hard to ask for help from more experienced people......because they are not really sure what the problem is.

    For example I get asked all the time...how can I 'close more deals'....they think they have a closing problem. When I dig a bit deeper I see that they actually have a 'qualification' problem...or they have an 'initial' conversation problem.

    As Claude said initially 'I hope this helps someone'
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    • I've found the same here. I think it's because newer salespeople aren't aware that they have lost the sale until at the very end...when they are trying to close.

      But you are absolutely right, the vast majority of problems involve prospect selection and qualifying.

      In fact, when giving a sales training to a different sales organization...they had a simple offer, a one call close...and their office was averaging a 15% closing rate.

      After asking the owner several questions, I told the group something along these lines..

      "Based on what you have shown me, I can give you some opinion of how to dramatically increase your sales.

      About 6% of the homeowners in your area are real prospects for your offer. Meaning they are highly likely to buy from you, if presented well. Your problem is that you are showing your product to about 30% of the homeowners. Meaning you are offering a free gift for a presentation, and a third of the people are allowing you to show them your product.

      But most of these people are absolutely not going to buy from you...no matter what your price is, or how well you demonstrate...because they have no need for what you sell, and they have proven to not buy what you sell when offered in the past.

      So you are spending about 80% of your time in front of unqualified prospects. Meaning, you have no chance of selling them. Let's write out some ways we can know who not to call on...let's come up with some questions to find out if the are likely..or very unlikely to buy from you. OK?"

      And the owner's idiot manager said "Selling is a numbers game". He said that because he saw me as a threat to him.

      I said, "Yes. It's a numbers game, and right now those numbers are killing you. And the number you should be concentrating on is the 6% that are highly likely to buy at any given moment, not the 80% that will never buy".

      And I explained several ways they could qualify the prospects (before the appointment and at the start of the presentation), to far more than double their sales per day.

      And they did what I found fascinating. The manager asked the sales reps (maybe 15 of them) if they wanted to make the changes, or stick with him...he almost said it exactly like that....

      And the owner of this sales group folded in front of the manager....because after I left, she knew that the manager and reps wouldn't do any of it anyway.

      I told her...in even tone...in front of her manager...that it would be in her interest to fire the lot of them, and start over...because the tail was wagging the dog.

      They paid me my agreed fee and I left.
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    • Hmmm... don't you think that in the internet age, that something sufficiently painful will get them searching out a solution, rather than waiting for some self interested salesman to call up and sell them something...?
      Someone who calls you is self qualifying, at least to the extent that they've shown some interest...
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  • Thanks for the story and the chuckle Claude.

    Whenever I've done similar training [which was about 15 years of my sales career....selling such training] I've said to the person paying my fee.....I know I'm expensive and that is to make sure the pain of paying me is greater than the pain of NOT implementing what I'll prescribe.

    People don't like change....of any type....ever....he he he
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    • I had a vacuum cleaner distributor ask me to help him make more money. He was making a 30% profit on every sale. A local finance company was charging him 15% of the sale to finance his sales. I told him I could add 50% to his profit per sale, by simply setting him up with a finance company that didn't charge a fee. He refused, because it was "a cost of doing business".

      He was also paying about 20% more per vacuum cleaner, because he was buying them COD, through a wholesaler. I told him he could save the $200 by buying direct and paying with a credit card. Nope. He felt loyal to his wholesaler, who was simply marking up the machines by $200...without any service rendered at all.

      Humans.
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  • i'd like to see you try and get a $500,000+ investment off a one time cold call.....
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    • I think I could do it if;
      My company was well known and respected in the industry.
      I had a brilliant reason for them investing.
      They were already in the market for whatever it was that my investment involved.

      So, I probably would need foreknowledge about this company, the CEO, and a very valid reason to think they would invest with me. So not a true random cold call.


      But just cold call complete strangers that have never heard of me or my company? Who have no knowledge of my particular investment, an I have no knowledge about them?

      I bet I could call for years and never get a sale.

      On the other hand, a personal visit? If I had a list of people with the resources? I think I could close in one call if I had a month to find the right guy.

      I've never made a $500,000 sale in one call. But I've made several sales of tens of thousands of dollars in one call. You just need the right product and the right prospect....and skill.

      I wonder how many $500,000 homes have been sold with just a phone call and several photos of the home. The same with luxury cars.



      If the sale is for multiple sales to one client, and they are each substantial....a sales funnel to "get them in the loop" would qualify them and prepare them for a call.

      Most investment firms I'm aware of make multiple calls to the same person before they actually start a pitch to close a sale.

      Even Jordan Belfort trained his guys to make multiple calls, and not a true one call close.
  • This is a quite a good read. No flowery words, just plain stab-in-the chest, straight to the point kind of post. I like that you're bringing up the things that people don't mention about what happens when sales people call their prospective clients. I haven't tried selling over the phone but I experienced being on the receiver side all the time. Truth be told, I haven't encountered anyone who held my attention for more than a minute. I generally just tell them that I don't need their services and hang up the phone. I don't like being "pushed" to buy something. I purchase things when I need or want them on my own terms and not have someone try to tell me to buy this or buy that because this will happen or that will happen.
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    • Banned
      Good for you Jessica. I'm the same. : ) I get annoyed with "pushy" Salespeople too.
    • Jessica...

      Everyone is like that. Nobody likes being interrupted by strangers calling on the phone. That's pretty universal.

      Here is why cold calling works..

      If you call a list of people that could possibly be interested in your offer ...for example, small business owners that advertise..ad you sell advertising......or they sell veterinary services, and you own a dog...

      A very small number of these people are currently thinking about buying what the caller is selling. That number may be less than 1 in 1,000....it may be as high as 2%....

      Then there is a much greater number that are open to the idea of buying what you sell. For example, you sell life insurance, and they were talking about getting more life insurance to a friend a week ago...

      And there is even a small number of people that simply cannot say no to a salesperson, and will practically buy anything if presented.

      And depending on the skill level of the phone salesperson, and the quality of the qualifications on the list, the telemarketer will sell enough to make a living usually...and the great salespeople will make a small fortune.

      And some...most ...telemarketers are so terrible at it that they can't even sell the people ready to buy.

      But all cold calls are an interruption. None are wanted. And all unsolicited direct mail is junk mail. But it's still profitable, or the company would stop doing it. The same with cold calling on the phone.

      Have I ever bought from a cold caller? Sure, a few times. The fact that the cold caller actually asked an intelligent question was so shocking, my defenses were down.

      Jonathan; So you and Jessica are the two people who get annoyed by pushy salespeople..

      I knew that eventually we could track you down.
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    • Yes Frank you give so much it hurts.

      Salespeople in shopping centres are also pretty clever, still frickin annoying thought.

      I recently walked past a group, (to this day l have no idea what they were pushing) and the same young girl, kept asking me, "Hello, can l offer you" or something along those lines, l always shacked my head and kept walking.

      But last time, before they vanished, (closed up the pop up stall) she, said, "do you make it a habit of being rude, and not answering".

      Almost worked though, lol!

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    • This doesn't have anything to do with your si,....never mind.

      And to answer your question, no, shaking my head and walking fast is effective 99% of the time.



      Yes, l had someone like that on the phone, that overcame every objection l could come up with, (he was pushing insurance of some kind, which l had zero interest and funds for at the time). I was also in a hurry to go out, so politely hang up, when he was giving me his speech.

      He was very good, and could have sold icecubes to Eskimo's, but if l don't want it and cannot afford it and l am in a hurry, then nothing can overcome hanging up!

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    yeah. I have done online marketing and cold call marketing for a sales leads generation company. The script is key. It is soul crushing though. I was above average at it and couldn't stay with the work. I mean it involves a lot of countering objections which requires a branching path logic and it feels very robotic following a script and repeating the same thing call after call. I think there is a way to do it without a script if you are familiar enough with the product. I think the key is find a truly excellent product that you are happy to sell, it might make the conversation a lot easier. If it can almost be like talking shop with someone and you are knowledgeable enough about the field and it is a great product then I think it might be easier.
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  • I like what you teach about cold calling Claude. Back in the day I used to make 200 cold calls a day selling £20,000 plus IT systems to merchants. You need a thick skin for that kind of slog believe me but the pure rush of getting an appointment made all the slog worth every single call.

    Keep motivating Claude you are one of my favourite reads on here.

    Simon
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    • Simon;

      First, Thank you for the compliment. My experience was a little different. My cold calls were mostly in person. And very quickly I became unfazed by rejection...but equally unfazed by getting an appointment or getting a sale. It all became a stream of activity, and the emotional highs and lows went away.

      One thing I should mention (Maybe I have before) is speed in cold calling. If you are calling one person after another, not putting the phone down (yes, I'm that old) between calls...you don't have time to get emotionally involved in each call...and each rejection becomes meaningless.

      It's when you make a call...and wait a few minutes before you make the next one...that you start thinking about each rejection...and calling becomes a real chore.

      When I cold called over the phone for appointments (we gave a free gift), I knew that one in six people I talked to would make an appointment. I just needed to get the calls done as quickly as possible.
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  • I see FOJ Claude; Fear Of Rejection. Cold calling introduces one to this visceral fear intimately, which is why most fail at CC and why I advise folks take the path of lesser resistance. But if you kill it CC wise you conquer a fear I am still working on, goodness knows. And I have made serious strides in this area.
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    • It's such a B*S* way to get new clients.......Yes it works. is it efficient? No way

      Is it enjoyable....?

      Is it the best way?

      What does it do to your brand? Think it enhances it?

      Almost all scams cold call....so you get lumped in with them.

      But some of you go on and on about how great it is.

      I know some companies that do not advertise. No marketing in the traditional sense. They get people to chase them....something cold callers know nothing about.
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  • So what about:

    People are getting sick to death of cold calls.....people don't just get yours..they get many others through the day. it's saturated.

    Isn't illegal to cold call now?

    Why not have clients chase you instead of you chasing them?????
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