Why you hate cold calls

Hate cold calls? So do lots of successful business owners. Despite what some people might say, you can build a great business without ever making a cold call.

There’s a reason so many people hate cold calls. That’s because, most of the time, it involves calling people you don’t know, interrupting their busy days, and trying to build a relationship with them. And what kind of relationship starts with intimidation, unwelcome interruption and your lack of desire to be involved? Not one most people would want, that’s for sure.

It makes far more sense if you build relationships with people in incremental steps before doing something so bold as calling them. Start by indentifying people you suspect may be in your market. Work on turning them into likely prospects and nurturing them through your pipeline. That way, when you do call them, they’ll know who you are, what you do and why they need you. And they’re much more likely to be receptive and willing to buy.

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