Whether you are in Network Marketing, Sales, or just starting a new business, cold calling has got to be one of the toughest endeavors to overcome. It is the one area of sales that sets the big achievers aside from the "Average Joes". Let's face it, no matter what type of sales you are in (with the exception of Network Marketing) almost 1/3 of your sales are going to be generated, simply because you were available to take the order.

The other 1/3 are going to be made, because you made a few phone calls to established accounts, referrals, or your warm market. The last 1/3 is going to be your cold market. This is the area where the True Champions will prevail. This 1/3 is going to be the difference between the salesman earning 100K per year and the salesman who is earning $50K.

If you want to be successful in any type of sales, whether it be telemarketing, outside sales, or network marketing, you are going to have to cold call. Most people dread cold calling, not because they don't like it, but because they really don't like it. There is an art form to cold calling, and very few people have mastered it. I personally have built up several million dollars in sales, in just a few years time through cold calling. I can honestly say that it can be done successfully, if you have the right attitude.

The right attitude to have when cold calling is, "I'm just training", or "I'm one step closer to a yes, every time I hear a NO", or "I love rejection". See rejection isn't bad, it just means that you did not communicate effectively, you asked the wrong questions, you have the wrong market, or the prospect has no pain. The key is to get in front of the right customers. If your recruiting for a Network Marketing Venture that's going to cost on average $200 - $300 per month in nutritional products to qualify for commissions, your target audience is probably not going to be college students, or welfare recipients?? If you?re selling an expensive automobile you?re probably going to market your product to an affluent audience? See where I am getting at? Before you can cold call effectively you have to know your market. You can be the greatest salesperson in the world, if you don't know your market - than you might as well be beating a dead horse.

Now I am assuming that you know your market??? If this is the case - there are 3 ways to effectively cold call: 1) Phone Call, 2) In Person, 3) Direct Mail. My personal favorite, is direct mail to your target audience, than follow up with a call. The mail is the ice breaker, the phone call is the key unlocking the door, and the face to face meeting is the deal maker. If you do the above and don't mind licking stamps, and smiling and dialing - you will make a fortune. The phone call is ok, but most likely nowadays you are going to get a voice mail, unlike the upfront letter, they don't feel like they have to call you back.

Whenever I leave a voice mail, I always hit # and listen to it playback to make sure that I communicated my message effectively, and that I sounded enthusiastic. Enthusiasm is contagious. The in person approach isn't all that effective any more in my opinion, unless you already have an established relationship. I personally would not waste your time knocking on doors cold, unless your company is giving you an unlimited gas card, or company vehicle. I can get more done in a day prospecting on the phone, than I can in a week in person - besides who wants that kind of rejection? Arrive in an office when you have been given the invite. MAKE THE APPOINTMENT FIRST.

If you choose my favorite approach, the trick is to make sure you have a great cover letter. Let them know that you will be following up in a few days, and make sure that you include a marketing brochure and business card. I hope you have a fancier title than Sales Rep??? Once you follow up, you will find that for every 50 pieces of mail, you will get in front of 3 to 4 qualified customers. Depending on your industry you might be able to avoid the face to face meeting all together. I have personally sold $50,000 deals over the phone with never even seeing the persons face. With email, faxes, and mail, the only reason to meet someone face to face nowadays, is if you are selling in a very local market. The days of the traditional salesman went away with nickel beers.

Remember too to set goals. This also sets aside the winners from the losers. The winners are always striving to achieve something, whether it be more sales, more money, more leads, more phone calls, more appointments. Set daily, weekly, and monthly goals. You must have a reason to go through the pain of rejection. Ask yourself why are you doing what you are doing? You must have a reason why to become successful. Once you know why - than cold calling will become second nature.

Happy Selling!

John Lowery is currently The Business Development Manager for Western Gardens Landscaping, Inc. in Carlsbad, CA. He also owns a small company with his wife called Selling with Integrity that offers training for small businesses, entreupreneurs, and consultation on design and effective marketing. Under the Selling with Integrity Umbrella, John also works in Network Marketing. John has created millions in revenue and knows how to cold call effectively. John is also a published songwriter, professional musician, singer, and actor. If you would like more information on John you can go to his website at www.sellingwithintegrity.net

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