Cold Calling for Chickens

Cold calling – making contact with strangers – is the biggest fear confronting businesspeople, especially those who work in sales and marketing. “Put me in front of a customer and I can persuade them to buy anything … just don’t ask me to cold call!!” Yet cold calling is unavoidable and something which has to be done (and not just in sales and marketing) if you are to sell and make people aware of your business. This book, based on a very successful course given to thousands of people, shows the art and science of making first contact with complete strangers. The secret is in the preparation and approach, rather than having the gift of the gab, that will enable even yellow-bellied chickens to make that call with confidence.

For over 40 years, Bob Etherington has built a reputation for sales success in a career that has spanned many key global markets. From Rank Xerox in London, he was headhunted by Grand Metropolitan Hotels and then became a Money Broker in the City. He joined Reuters in the early 1980s and became a main Board Director for the Transaction Services in 1990, moving to New York in 1994 to take control of their major accounts strategy for US banks. In 2000, Bob left Reuters and set about expanding SpokenWord Ltd., a London-based sales training business he had already established with his then business partner and the company’s current owner, Frances Tipper. Bob has conducted seminars and courses in selling, negotiation and presentations to major companies all around the world.