Summary: Introduction There are a number of ways in which cold calls can be effective. One is for the selling organization to start with a high quality, up-to-date database consisting of qualified potential clients that have an interest in the product being sold. Another is to use cold calls as a "step in the door". Rather than using the call to try to close a sale, it is used as the initial contact in a long-term relationship. This has the effect of removing the sales pressure from calls and making the goal of the call to build trust. Situation Salesman Kyle Brant calls two different companies for the first time to try to set up a sales meeting. Notice how he introduces himself. Notice also how he find his “way in,” his connection to make what he’s selling more appealing to the potential customer.
