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Practice Management > Building Your Business

4 tips for cold-calling success

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Whether you’re knocking on doors or picking up the phone, cold calling can be a challenge. But there are ways to make the ordeal less painful and improve your closing rate.

Focus on them. In your initial contact with prospects, focus all your attention and questions on them. Don’t talk about who you are and what you do. Remember that it’s about them, not about you. 

Plan your questions in advance. In cold calling, the more information you can elicit, the easier it will be for you to qualify your prospect. This is where questioning comes in. Your questions should be carefully thought out and organized in a logical sequence, from general to specific. 

Have a script ready. Once you have a positive response to your opening question, you can ask your prospect about his business, market, budget, etc. To get a positive response, ask questions such as: 

If you could magically eliminate three of your biggest business problems, what would they be?

If you could create the ideal situation for your business, what would you change?

If you can engage with your prospect in a way that gets him thinking, you stand a much better chance of building an enduring relationship.

Ditch the briefcase. When you’re calling on a prospect in person for the first time, one strategy is to “go in naked.” This means carrying a simple folder rather than a briefcase full of brochures. If your prospect is interested and wants a presentation and more information, you can always go out to your car to get what you need. Going in without a briefcase encourages your prospect to relax and lowers her sales resistance.

Follow these 4 cold-calling tips to maximize your sales, generate better leads and create long-lasting client relationships.

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Brian Tracy is the CEO of Brian Tracy International, which specializes in business training, and the author of the best-selling Psychology of Achievement. For more information, go to


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