Laura James

For almost anyone involved in promoting a business, it is undoubtedly important to become comfortable with making sales calls. By this, I am referring to picking up the telephone and calling someone, such as a potential prospect, to discuss the services your company offers. This is especially important for anyone who is in charge of their own business. Granted, this process certainly makes many people, perhaps yourself included, uncomfortable. Making a telephone call, especially a “cold call,” as part of a business promotion may result in some negative comments coming your way. Even so, it is important to persevere and maintain your professionalism. After all, the majority of the comments will not be negative anyway. I know this from personal experience. Think of this as doing a favour for someone who does not yet realize how your company will be able to help them. Some people are willing to listen, others are not. That’s fine and does not reflect upon you personally. Just steady yourself, maintain your resolve, and move on to making the next telephone call.

I am old enough to remember telephones that were wired to the wall and had a rotary dial. Geez, back in my childhood days, people used pay telephones a lot more. When I went to a shopping mall with my friends, for example, we would find a pay telephone and call one of our parents for a ride home. These days, it is difficult to find a pay telephone anymore. While thinking of it, I also remember thinking how “modern” I was when I purchased a push button princess telephone. Even though technology has changed dramatically, and some people prefer sending e-mail or text messages, it is important to note that this is not nearly as effective, if at all, as simply talking directly with someone else. Don’t let all this newfangled technology keep you from good, honest upfront business promotion.

On the topic of business promotion, this does not mean that you should randomly call people listed in the residential section of the telephone book. Instead, focus on those who would benefit from your company’s products and services. Don’t dismiss cross promotions, either. Whether you’re calling from a land line telephone, a cell phone, or even a pay telephone, you’ll get better at this process if you keep trying. Now, find the next business prospect and make a series of telephone calls. This needs to be an ongoing focus of your business building efforts. Nothing builds a business like good old “bread and butter” sales calls.