Barry Farber: Heating Up Cold Calls

Who doesn't hate cold-calling? But Barry J. Farber has the remedies that let us cold-call successfully and profitably. Author of the bestselling State of the Art Selling (Career Press), Farber has trained thousands in the techniques that make great salespeople.

Entrepreneur: Can we beat the fear of cold-calling?

Farber: Absolutely. For starters, educate yourself by reading every possible sales book, taking seminars, and talking to successful sales representatives who cold-call effectively to learn their methods. But the greatest step in eliminating fear is to take action. The more cold calls you make, the less you fear them.

Persistence is everything in cold-calling. Nobody likes cold-calling, but it does put money in your pocket. Let's say that after you make 10 cold calls, you make one sale that earns you $100. My advice, then, is to think that every cold call is worth $10. Break the numbers down. Know how many sales you make in how many cold calls. Then you start seeing that every cold call is worth money because it is bringing you closer to that sale.

Entrepreneur: Aren't corporate purchasing agents hard to get through to?

Farber: I'd say 3 percent of purchasing agents can actually make a buying decision. Usually, their job is to gather information and make a recommendation to management. That's why I call presidents every day. It's amazing how often CEOs will pick up the phone themselves. Call between 5:00 and 6:30 at night, after the support staff has left. You won't believe how many top executives you get through to.

Entrepreneur: Give us a technique to help get over the prospect's initial skepticism.

Farber: Get them to laugh. Humor breaks down barriers. For instance, when I'm doing face-to-face cold calls, as soon as I walk in, often the receptionist will ask, "What are you selling?" I'll say, "Nothing . . . and boy, is my boss mad." After you get people smiling, you'll be amazed how willing they are to help you.

--R.M.