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Cold calling is not about not about closing a deal, it is about an giving yourself an introduction, probing for information and setting up an appointment for a sale. It is important to learn all you can about the company you are calling. It helps not only break the ice but makes the customer understand you know your product and service. Cold calling helps you uncover a need the buyer might have. An important don't in cold calling is to ask if the customer has the time to talk. You can be giving the customer an out to brush you off. Never ask how someone is personally. Cold calling can be intimdating but if you can set an appointment, you're half way there.