Most people who are in sales do not really like cold calling much and I suppose that makes sense, yet if you are very knowledgeable about the industry for which you are calling you should not worry much and actually come to enjoy talking to like minded business folks. Indeed you may find they actually enjoy talking with you.
Having been in the franchising business for a decade or more, we always helped set up marketing campaigns in the new franchisee's territory and some of the marketing was geared towards cold calling various companies to offer our services.
We were in the cleaning business, mostly transportation stuff; trucks, car lots, buses, auto auctions, fleets and cars at corporate office complexes while people were busy working and their cars sat all day in the parking lots. For me, well I never had a problem cold calling and setting up appointments, as generally our service is so needed and our company so good at it that well, generally everyone needed and desired what we were selling.
In some companies it makes sense that they will be selling such products or services, which are not high priorities for those they call upon. Well then either they need to better target those companies best suited to need their products or services or keep it simple and move on to the next when it is obvious there is no interest there. You see in that case it is a numbers game, move on. Think on this in 2006.
Lance Winslowmedical health hospital