Many people are reluctant to make cold calls. In fact, they’ve convinced themselves it doesn’t work… or that it makes them look desperate. But, says Wendy Weiss, those folks just aren’t doing it the right way.

Cold calling can be incredibly effective if you do two things before you ever pick up the phone. Cold calling that brings in leads and sales is not about volume, says Wendy, it’s about value. And even professional service providers and other “authorities” in their niche can benefit.

We unpack exactly what that means and also discuss other nuances of a winning cold call strategy, as well as…

• How to target the right people for cold calls
• How to spot a successful salesperson early on 
• Why prospects are selfish – and how to take advantage of that 
• The importance of simply “showing up”
• And more