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Marc’s monthly marketing tips: cold calling

October 18, 2012  By Marc Gordon

Oct. 18, 2012 — The thought of making a cold call can send chills through the hearts of even the most seasoned business owners. After all, calling a stranger is hard enough without the stress of trying to get them to buy something.

Here are five tricks to make cold calling less stressful and more productive:

  1. Have the mindset that they will never buy from you. This will release you of the pressure of having to make the sale.
  2. Find
    out who the key decision maker is. Don't waste your time making your
    pitch to junior employees, receptionists or people in the wrong
  3. Don't start the conversation by asking how a person
    is doing. They're busy and don't have time for small talk with
    strangers. Cut to the chase as to why you're calling.
  4. Set the
    bar low. Don't try to close the sale. Instead ask for a meeting. If that
    doesn't work, ask if you can send them some information, then follow up
  5. Name drop if you can. Mention a colleague you both know
    or an association you both belong to. This will help build rapport and
    warm the call.

Marc Gordon is a professional speaker and marketing consultant. Get more marketing tips on his website, and on his online show,


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