He gets more specific later in the article. It seems that the key to effective cold calling is patience and seeing things from the prospect's perspective. Cold

He gets more specific later in the article. It seems that the key to effective cold calling is patience and seeing things from the prospect's perspective. Cold-calling is difficult for most people because they don't have the patience to understand the prospect's needs and help the prospect understand his own needs and how the product they're selling can help meet them. Bad salespeople try to convince prospects to buy their product. Once you understand the basic principles of effective selling, it's up to you to creatively apply these principles in your own situation. There is no one true cold-calling technique in selling just as there is no one true programming technique. The best you can do is study the basic principles and examples of their application.