It’s not a surprise that the thought of “cold calls” sends chills through most people. There really should be a better name for them – like information calls or marketing calls or calls of introduction. I’m a BIG believer in these calls – know them to be essential to the growth of a business. In the past 22 years I’ve made thousands of cold calls and I continue to make them as part of specific client projects. Here’s why: You are cheating your potential clients out of making the best possible decisions for themselves if they do not know about you and what you can do for them. The cold call is not about selling – it’s about informing. In my case, when my potential clients sit down to make decisions about training, I want my information to be part of the discussion. They need to be aware of all their options, whether they choose to work with me or not. In other words, when you start a business, it is your obligation to get your information out to potential clients and the telephone is the most efficient and most cost-effective way to do so. How many of these calls should you make? There is a formula to figure that out and I’ll share it with you next week as part of my Call Into Fall series. Have a great week, everyone!