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tags: A2, 02, Prospecting
---
# Introduction to cold calling
Many people believe cold calling is old school. In fact, it is one of those activities that is probably least liked by sales newbies. Why? Cold calling is tough. Truth is, many of us don’t like rejection and have a difficult time handling it.

**However, to this day cold calling remains the most effective way of getting to your future customer in the quickest, most direct way.** The good news is that both cold calling as well as handling rejections are things you can and will learn.

 
## 🤙 The goal of a cold call
**The goal of cold calls is not to immediately jump into your sales pitch.** In fact, most likely, you won't be selling at all. Cold calls are not about you and your product, it's about the lead and their needs.

You should go into any cold call with one clear goal in mind: checking off the three following points:
::: info
**🥅 Objectives of a cold call**
- [ ] Does the person have a pain you can help address with your product/service?
If yes... 👇
- [ ] Are they the right person to talk to? If not, who is?
If they are..👇
- [ ] **Schedule a qualified sales conversation - a "discovery call" - to progress to the next stage in the sales process**
:::

The beauty of cold calling is that you get feedback in the fastest, most effective way possible. It allows you to quickly find out whether the person you are talking to has a pain you can help solve, and whether that person is the right person to talk to.
 
## What will I learn?
In this course, we will cover the following:

- Cold call structure
- Effective call openings
- How to lead through the conversation and handle objections
- How to secure next steps
- Getting past the gatekeeper
- Crafting your cold calling script

 
## ✏️ Some notes before you dive in

### 💫 Find your magic
:::success
:star: There's no magic formula for cold calling.
:::

You will likely hear different tips, do's and dont's from different people on cold calling. The truth is there's no single most effective way to do it - it depends on your individual style, your customer, your product, and a wide variety of factors.

However, there are best practices that have been validated by experts over years. This is what we are going to share with you. We recommend you to apply these in a way that allows you to stay authentic while you are at it.

### 🙅‍♀️ Embrace rejection
You're likely about to get your first rejections. Nobody likes to be rejected, but it's inevitable.

The goal is to try and treat rejection as part of the process. Use it as fuel! 🔥

Keep in mind it's not personal. The individual you are talking to doesn’t know you and never makes a personal judgment about you are as a person (they may just have a bad day). You will get lots of no's and have to learn to get your energy and recognition from the yes's.
 
## Let's begin!
To start, let's get an introduction to the world of cold calling from our cofounder, Dom.

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