We all know the cold calling sucks, but as Armand Farrokh and Nick Cegelski explain in their book, it actually works... If you do it right. Cold Calling Sucks (And That's Why It Works) outlines the different ways to make cold calling work for you. What to say and what not to say to get past the first 30 seconds of a cold call, and even book the meeting.

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Once you have learned the proper skills for the cold calls, the most important thing you can do is practice. Practice like it is your full time job, because well, it kind of is. You want to be practicing in the car, the mirror, while walking down the street, even if it makes you look a little crazy. And I am not saying to memorize your script word for word, I am saying become so comfortable with it, you can go with the flow of a call without losing your groove.

The motto of 'learn to do by doing' is an approach that encourages you to learn as you go and build the necessary knowledge from hands on experience.

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