In the business-to-business world, a well-executed cold or unsolicited call could be a fast and cost-effective route to new business. Yet most people never learn to conduct them properly and many alienate callers with clichés and impersonal techniques.

SmallBusiness.co.uk and Andy Preston, founder of sales training company Outstanding Results, suggest a few simple methods business owners and sales executives can use to improve bottom-line-profits and gain an advantage over the competition:

Slow and steady wins the race - Generally, when initiating a cold call, asking for an appointment at a later date is more effective than trying to provide a quote for goods or services straight off. The process may seem slower but a face-to-face meeting is more likely to generate business in the long run.

Confidence is key - In order to secure an initial appointment, the cold caller must exude not only confidence and an amiable attitude, but also a sound product knowledge.

Advocate a two-call strategy - This involves a first call to get the name of the decision maker and some brief information, by speaking to the manager's secretary for instance, and the second cold call directly to that decision maker. This can reduce the likelihood of running into challenges and being fobbed-off by lower management in the first instance.

Distinguish yourself from the competition - The first thing a salesperson must do in a competitive industry is to focus on their company’s unique selling point. You need to make sure that it doesn’t appear as if your company could be replaced easily. Getting to know your clients’ business needs inside out will help you to become not only a supplier but an extension of their business. If you sell to your clients solely based on low prices, you may have trouble retaining them in the future.

People often buy for emotional reasons - Many believe that people only buy when they're emotionally ‘bought-in’ to the purchase, often because they want the product or service at that crucial moment in time. Remember, the higher your price, the more emotional 'buy-in' you need. Your customers need to feel that they are missing out if they don't use your product or service.

For more from Andy Preston visit www.outstanding-results.co.uk.