3. Now most of you are probably asking why you wouldn’t speak with the decision maker the first time that you call? The reason is simple. You’re not ready yet. Remember, if this is a cold call then you haven’t established a rapport with the decision maker . They don’t know you from Adam and aren’t likely to schedule a meeting the first time out without seeing either a website or corporate ID piece. The other reason is that if you spend most of your time verifying and setting appointments it will take you months to get thru the entire list of names (which should be at least 100 per campaign). Since most cold calls with the purpose of an appointment take about 15 minutes each and verification can take another 2 -3 minutes; you’re looking at a very long and exhaustive process. Make it easier on yourself and take it slowly and thoroughly. One step at a time. I want to be clear that this is a tedious process and truthfully most people simply mail out pieces and hope for the best-a technique I understand well. Let’s face it, most of us don’t have a lot of time to call each and every person on a mailing list to fact check every detail. So we by pass the process and assume that the info is correct since more than likely we got the list from a broker, the internet or some other resource. We assume that the info is current not realizing that it could be more than a decade old and very outdated. If you bought the list from a list broker you can at least send the list back and ask them to refund the cost of bad names ,but that’s no guarantee that they will. Also don’t be fooled into thinking that if the list has a contact name then that’s the person’ you’ll want to speak with. Usually it’s exactly the opposite. Remember that a lot of the list broker’s info is gathered from public records and isn’t always applicable to your needs. Keep in mind too that the players of companies can change. Mary Smith may be here today but gone elsewhere tomorrow. You need to make sure if she’s not there then there is someone else who can receive your info who can make a decision-of course.