Chapter 2



Application Exercises

1. Write a pre-approach letter to introduce yourself, create credibility and interest.

Writing a Pre-Approach Letter

Elements to consider including:

• A Johnson box with a question or bold statement to create interest

• A post-script tied to your Johnson box, a key point or a call to action

• Three bullet points of main benefits/results of using your product/service

• A compelling first sentence tied to your Johnson box

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2. Create a Cold Call Script using the format below.

Cold Call Script

Include the following in your telephone call script:

• Introduction/ask for help

• Positioning Statement

• Determine interest in exploring

Phone rings…

You: ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Expected Prospect Response:

________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

You: ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Expected Prospect Response:

________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

You: ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Expected Prospect Response:

________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

You: ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Expected Prospect Response:

________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Note: You may not need all of this space but plan for a reasonable exchange of information.

Discussion Forum Questions

1. What does it feel like when you cold call? What are the emotions you experience?

2. What obstacles do you have to cold calling?

3. What pre-approach letters have you received in the mail recently that caught your attention? Why did they make you notice them?

4. How can you incorporate cold calling into your routine?

5. In what other ways will learning to cold call benefit you?

6. What are the top five mistakes you have observed when people have cold called you? How have you seen others approach differently for success?

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