If you are in sales, account management, business development or any business that needs cold calling, this is an excellent book to read.
Bob Etherington makes a lovely case here, brought with a lot of no-nonsense information, lots of humor and this all based on actual sales experience. Cold calling is one of those tools that for one reason everybody stays away from, so the author makes a nice case on how to tackle this fear issue and to move forward. And this book does help you as reader to get a different and positive view on cold calling.
Some of the material covered are basic, like AIDA (Attention, Interest, Desire en Action) or the Urgent-Importance matrix, still Bob Etherington allows and motivates you to look further.
Action planning, time management, phone scripts, attitudes and impact on sales, power scripts for an appointment, cold calling to sell a product directly over the telephone....all this gets covered in this nice and fast read.
Section 1 - Introduction
Section 2 - Marking out the chicken run
Section 3 - Attitude
Section 4 - Telling isn't selling
Section 5 - How to keep them delivering the golden eggs