Fear of Cold Calling? New Book Demystifies, Conquers Sales Tactic

Colgate, Wis. – In the world of professional sales representatives, two words strike fear into the hearts of most like few others: cold calling.

Although part of their job, most salespeople would prefer a weekly root canal to dialing up complete strangers. With the average cold call success rate around 5 percent, it’s easy to see why.

No longer. “The Secrets to Cold Call Success,” a new book by international sales trainer and keynote speaker Paul M. Neuberger, demystifies the challenge of cold calling and provides a tangible, step-by-step process to succeed with it. Readers will learn how to get in front of who they want, when they want, for whatever reason they want.

“Too many salespeople approach cold calling like a numbers game, which is a formula for failure and frustration,” said Neuberger, a Colgate resident known to innumerable clients and audiences as The Cold Call Coach. “Successful cold calling involves strategy. Identify your ideal clients, use psychology to connect with them, and make a memorable impression that leads to further conversations and potential sales. Adopt this tested approach, and cold calling can become the most useful tool in your sales drawer.”

“The Secrets to Cold Call Success” (available at Amazon here) doesn’t deny the difficulty of cold calling. Its 18 chapters break down the process of contacting prospects who aren’t expecting (or wanting) a sales call, explaining how to not only break the ice (“Assumptive Greeting” and “Attention Trigger”), but create rapport (“VAP” and “Establish Credibility”).

A major failure of most sales reps lies in their cold calling script, Neuberger points out. It’s why most cold calls die in the opening seconds. “The Secrets to Cold Call Success” provides a step-by-step guide to creating a unique script that draws out prospects, instead of chasing them away.

Neuberger’s written sales symposium addresses other hurdles encountered by salespeople trying to crack open a prospect’s door: receptionists, i.e. “gatekeepers.” Voicemail. Objections. Excuses. Disinterest. All can be managed and overcome. “The Secrets to Cold Call Success” explains how.

“This book represents the culmination of a long-held goal, to put all the elements of my cold call training into a format that anybody can access and absorb at their own pace,” Neuberger said. “I hope that readers find it enjoyable and useful, and implement its highly-detailed guidance to drive their sales careers to new levels of success.”

Neuberger’s cold call training extends to nearly 120 countries through Cold Call University, his online training course that has been translated into 34 languages. His Cold Call Coach business, founded in 2015, has clients in all 50 U.S. states.

“The Secrets to Cold Call Success” is available through Amazon or at https://paulmneuberger.com/book/. Follow Paul M. Neuberger on LinkedIn at https://www.linkedin.com/in/paulneuberger/.