Cold Calling for Chickens by Bob Etherington

Jim Ewan • Published 4 Aug 2009 22:47 0 Comments

Something for the coward in all of us!

Have you ever had to make a business call absolutely cold? It sends shivers down the spines of otherwise fearless salespeople and causes fainting fits among sales trainees.

Well, Bob Etherington has been doing it for years and he knows all about the fear and how to handle it. Notice 'handle' not 'eliminate'. The great strength of this book is that it allows you to remain a chicken and still succeed.

According to Bob, 85% of business goes to the 5% of people who know the secret of successful cold calling. Which makes this a very important book indeed.

Having established that we are to remain 'chicken' the author begins the process of showing us how to use our fears to make us 'one of the best' in the cold calling field. He does this by first 'marking out the chicken run'; showing how to figure out what works best for your product or service and how to be convincing on the telephone.

The next section of the book is called 'The big secret of successful chickens' and here he reveals how we can get everything we desire in life. Mr E is deadly serious about the 'everything' bit and I have to say he makes a very convincing argument for his system.

The final two sections are concerned with persuasion and how to hang on to your customers - and keep them buying.

Part sales training, part personal development, all fascinating and could change your life (in a positive way!). I think you should probably buy it - especially if you are in sales or run your own business.

Published by Cyan Books (Marshall Cavendish)

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