Cold calls to generate cash flow and sales

Making cold calls is easier when the purpose of the cold call is clear and the target customer is clear.

I'm reading a book Cold Calling Techniques (That Really Work) by Stephan Schiffman. He states the purpose of the call is to simply set an appointment. It is not a sales call - unless the conversation turns that direction.

His statements:

• you'll get one-third of your sales no matter what you do
• your goal is to get an appointment
• A=P=S (appointments lead to prospects lead to sales)

I really like his script and how to get someone's attention on page 41. It's "Good morning, Mr. Jones." He writes "It's that simple. It's so simple, it's almost scary."

Here's an article on BNET titled "Five Rules for Effective Cold Calling." It's also a fairly simple list and I would couple it with Schiffman's advice.

Hmm, maybe cold calling isn't really all that hard. In fact, it's easy. Isn't that why so many people enjoy doing it?! The answer is "no, that's why sales professionals have jobs."