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Take fifteen cold calls a day rule. Anybody reading this book will think that fifteen cold calls a day is nothing. If it takes 2-3 minutes to make a phone call, it shouldn't take more than 45 minutes to make your mandatory 15 calls. Then rest of day is spent selling in front of prospects.
But it doesn't work this way. If you've ever cold called, you will know that it usually takes at least 10 phone calls to reach a decision maker. Think about it, executives aren't sitting in their offices waiting for your call. They're either on phone, in meetings, on vacation, or they just don't want to talk to you. So now, to talk to fifteen people, you need to make 150 cold calls. This is not 45 minutes of work; this can take days.
Further, for someone to say that he enjoys hearing word "no" because it means he is getting closer to a "yes" is just misleading. Although a select few people can take this kind of rejection day in and day out, most cannot. It is only human nature to be discouraged by so much rejection.
There are better ways to get sales leads and increase your sales. People buy from people that they trust. Your time should be spent networking with your friends, colleagues, and business contacts. Get referrals, get introductions, get testimonials and sales will come. Not only that, your job will be better; nobody likes rejection and time consuming nature of cold calling.
Tino Buntic is a former insurance broker and cold caller and a current entrepreneur. He is the creator of www.trade-pals.com