Table Of Content42 Rules of Cold Calling
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Executives (2 Edition)
By Mari Anne Vanella
Copyright © 2008, 2012 by Mari Anne Vanella
All rights reserved. No part of this book shall be reproduced, stored in a retrieval system, or transmitted by
any means electronic, mechanical, photocopying, recording, or otherwise without written permission from
the publisher.
Published by Super Star Press™, a Happy About® imprint 20660 Stevens Creek Blvd., Suite 210,
Cupertino, CA 95014
http://42rules.com
nd
2 Edition: November 2012
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1 Edition: May 2008
nd
Paperback ISBN (2 Edition): 978-1-60773-099-6 (1-60773-099-5)
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Paperback ISBN (1 Edition): 0-97-994282-9 (978-0-9799428-2-2)
eBook ISBN: 0-97-994283-7 (978-0-9799428-3-9)
Place of Publication: Silicon Valley, California, USA
Library of Congress Number: 2008921918
Trademarks
All terms mentioned in this book that are known to be trademarks or service marks have been appropriately
capitalized. Happy About®, nor any of its imprints, cannot attest to the accuracy of this information. Use of
a term in this book should not be regarded as affecting the validity of any trademark or service mark.
Warning and Disclaimer
Every effort has been made to make this book as complete and as accurate as possible. The information
provided is on an “as is” basis. The author(s), publisher, and its agents assume no responsibility for errors or
omissions nor assume liability or responsibility to any person or entity with respect to any loss or damages
arising from the use of information contained herein.
Endorsements
“Mari Anne’s 42 Rules are practical, well thought out and show her obvious
breadth of experience. She is very good at pointing out how a salesperson with
any level of telephone experience can apply strengths that they might have in
everyday interactions to becoming a more effective cold caller.”
Garth Moulton, Co-Founder, Jigsaw
“The 42 Rules of Cold Calling Executives is one of the most powerful toolsets
for both Sales Reps and Sales Development Reps to improve and sharpen their
cold calling results immediately. Mari Anne’s expertise and talent taps into the
areas that affect the overall dynamic of the calls and reveals the formula for
success.”
Barb Nichols, Independent Consultant and Director of Sales Operations
with Vindicia
“This should be required reading for salesreps.”
John Sovik, Director of Sales, Kalido Software
Read some of Mari Anne’s LinkedIn recommendations:
“Mari Anne Vanella is one of the most prolific demand generation experts that I
have had the pleasure to work with. She is “master and commander” of the cold
call - if one can call it that - because she invariably turns up hot leads! Her
ability to penetrate the CXO domain in Corporate America is simply fantastic.”
Jack Nargundkar
“When I started working with Hubspan the company was in dire need of sales
leads. Mari Anne expertly provided much needed guidance, and quickly turned
around the company’s cold calling efforts and greatly bolstered the pipeline.
Without her skill, guidance, and strong team the company would not have been
able to close more than $3M in new revenue.”
Shannon J. Yost, Marketing Consultant
“Mari Anne has an exceptional talent for creating successful Telesales processes
and results. I have followed Mari Anne’s work over the years, and have seen the
positive results her team brings. Mari Anne and her capable team brings strategy
and methodology to the table.”
Jordan Zweigoron, Sr. Director, Business Development, Genius, Inc.
“Mari Anne is the consummate professional. She really understands the pains of
demand generation rather than the lip service and hackneyed processes provided
by so many companies in her field. Mari Anne holds herself accountable to
results, not activities, and the leads we received paid for her services 20 times
over. I have nothing but the highest praise for Mari Anne and her company.”
Robert G. Kelly, VP Global Marketing and Alliances, Infogain Corporation
See Mari Anne’s LinkedIn profile at:
http://www.linkedin.com/in/vanellagroup
Publisher
• Mitchell Levy,
http://happyabout.info/
Cover Designer
• Catherine Borgen,
http://calsongraphics.com/
Copy Editor
• Suhag Shirodkar,
http://teclarity.com/
Dedication
To Leanne and Ted because they are great people, and I am proud of them.
To my Dad because he gave me such a positive outlook on life.
To Beatrice because she put me here.
Acknowledgements
There are so many people who have contributed to the creation of this book. I
appreciate all of the support and contributions from my family, friends,
colleagues, and staff. It would require another book to list all the people and
events that have helped me over the years. Even though they aren't all listed
here, I have enormous gratitude for all of them.
There are some people who made a big difference over the last year.
To Bobby Holland, my good friend and copy editor. To Karmon and Louis
Walker, Barbara Nichols, and all of my clients, for their support and confidence
in me and my company year after year.
To Keith Ferrazzi for his experience and for helping me visualize this book.
Contents
Foreword Foreword by Keith Ferrazzi
Intro Introduction
Rule 1 Rules Are Meant To Be Broken
Rule 2 Tell the Truth
Rule 3 Maintain the Right Attitude
Rule 4 Always Follow Up
Rule 5 Be Diligent
Rule 6 Gather Prospects from Prospects
Rule 7 Remember, Prospects Are People
Rule 8 Don’t Give Up
Rule 9 Don’t Take the First “No” for an Answer
Rule 10 Ask Good Questions
Rule 11 Be Real
Rule 12 Keep Detailed Records
Rule 13 Can You Automate Yourself?
Rule 14 Develop Relationships
Rule 15 Track Leads Carefully
Rule 16 See Every Project from the Prospect’s Perspective
Rule 17 Use a Script, but Don’t Be Scripted
Rule 18 Be Natural
Rule 19 It’s Not Always about the Sale
Rule 20 Put Yourself in Their Shoes
Rule 21 Just Pick Up the Phone
Rule 22 Use Voicemail to Connect with Prospects
Rule 23 Don’t Let a Telephone Change Who You Are
Rule 24 Be Flexible
Rule 25 Admins Are Not the Enemy
Rule 26 Choose Your Words Carefully
Rule 27 Don’t Do All the Talking
Rule 28 Quit Trying to “Sell” on a Cold Call
Rule 29 Use Gestures
Rule 30 How to Troubleshoot Your Calling
Rule 31 Learn as You Go
Rule 32 Connect the Dots
Rule 33 Understand Your Customer
Rule 34 Have Fun
Rule 35 Use Resources Wisely
Rule 36 People Like to Help
Rule 37 How to Avoid the Vendor Line
Rule 38 Follow Up with Email
Rule 39 Don’t Focus on a Single Contact
Rule 40 Refresh Your Database
Rule 41 Be Aware of the Facets of Your Work
Rule 42 These Are My Rules. What Are Yours?
