Commandment 9. See the end before you begin.
Stephen Covey, in his book The Seven Habits of Highly Effective People, tells us to see the end before we begin. Dr. Covey is, in effect, telling us to establish a goal and then develop a plan to work toward that goal. This sage advice works well in prospecting and business development. Your goal is to get the appointment, and your plan—your cold call script—should be designed to achieve your goal.
Dr. Covey's recommendation, coupled with a healthy dose of confidence, will do much to enhance your chances of making a successful cold call. I recommend that you use visualization techniques to enhance your level of confidence. Prospecting is fraught with rejection and sometimes even less than polite prospects. ...
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